Researching Place Identity: Developing a Systemic Semiotic Multi-Modal Participative Framework

University of Wollongong Research Online University of Wollongong Thesis Collection 1954-2016 University of Wollongong Thesis Collections 2016 Researching place identity: developing a systemic semiotic multi-modal participative framework Jessica L. Oliver University of Wollongong Follow this and additional works at: https://ro.uow.edu.au/theses University of Wollongong Copyright Warning You may print or download ONE copy of this document for the purpose of your own research or study. The University does not authorise you to copy, communicate or otherwise make available electronically to any other person any copyright material contained on this site. You are reminded of the following: This work is copyright. Apart from any use permitted under the Copyright Act 1968, no part of this work may be reproduced by any process, nor may any other exclusive right be exercised, without the permission of the author. 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Recommended Citation Oliver, Jessica L., Researching place identity: developing a systemic semiotic multi-modal participative framework, Doctor of Philosophy thesis, School of Management, Operations and Marketing, University of Wollongong, 2016. https://ro.uow.edu.au/theses/4788 Research Online is the open access institutional repository for the University of Wollongong. For further information contact the UOW Library: [email protected] RESEARCHING PLACE IDENTITY Developing a systemic semiotic multi-modal participative framework A thesis submitted in fulfilment of the requirements for the award of the degree Doctor of Philosophy from University of Wollongong by Jessica L Oliver (BA, MRes) School of Management, Operations and Marketing, Faculty of Business 2016 Thesis Certification I, Jessica L Oliver, declare that this thesis, submitted in fulfilment of the requirements for the award of Doctor of Philosophy, in the School of Management Operations, and Marketing, University of Wollongong, is wholly my own work unless otherwise referenced or acknowledged. This document has not been submitted for qualification at any other academic institution. Jessica Louise Oliver 16th July 2016 ii Abstract This thesis recognises the need to understand and manage the complex network of perceptions between internal and external place stakeholders. These perceptions are termed identity and image, and are central to the development of effective brand strategy. Generally, identity is how we see ourselves, while image is how others see us. These concepts have relevance to individuals, organisations and places, with the concept of place identity being the focus of this thesis. Taking an interdisciplinary approach, this thesis combines marketing, social-semiotics and urban planning literature to characterise place identity. Pivotal to this thesis, is the argument that place managers should examine identities as the starting point of developing a brand strategy. Despite the characteristics of place identity being acknowledged, existing approaches to reveal identities do not holistically address all characteristics. Typically, studies take a static snapshot to reveal an identity or identity set, but do not consider the communicative, fluid and multi-sensory character of place identity. This thesis addresses such shortcomings and answers the question, How to research place identities? Guided by communication theory, a Systemic Functional Participative Multi-modal Framework (SFPMF) is designed and validated in this thesis. The SFPMF facilitates reflexive and participative process consisting of three phases, orientation, narration, and reflection. With the aim of enabling participants as co-researchers, they assist in collection and analysis of spatial, audio and video data. Due to the relevance of communication, systemic functional linguistics techniques were used to analyse the data, including appraisal, reference, transitivity, and speech function analytics. Using a design-apply-learn process, the methodology was developed with residents from Wollongong, a regional Australian city. Once no more changes were required, the final version of the SFPMF was tested again with residents of Wollongong, demonstrating its ability to holistically operationalise place identity. Uniquely, this framework enables a participative inquiry and offers tools to confirm such. The value of this method to authentically include residents in place management strategies is also addressed. The thesis concludes with a discussion of these contributions, as well as suggests opportunities to further develop the SFPMF methodology within place branding, and its potential in other domains. iii Acknowledgements The completion of this doctoral journey would not have been possible without support from my family, my supervisors, and the Faculty of Business at the University of Wollongong. I acknowledge and appreciate the time and mentorship from my supervisors over the past four years. Specific thanks to Dr Greg Kerr for sharing his expertise in place branding and marketing generally, and Associate Professor Rodney Clarke for his guidance in social semiotics and systemic functional linguistics. Last but not least, thanks to my family and friends who provided encouragement when I needed it the most. iv Publications Kerr, G and Oliver, J 2014, 'Rethinking place brand identities', in Kavaratzis, M, Warnaby, G and Ashworth, G J (eds.), Rethinking Place Branding, Springer, London, pp.61-72. *Baxter, J, Kerr, G and Clarke, R J 2013, 'Brand orientation and the voices from within', Journal of Marketing and Management, vol. 29, no.9-10, pp.1079-1098. *Baxter, J, Clarke, R J and Kerr, G 2013, 'Experiencing place identity: a participative multi- modal research design', paper presented at 3rd International Place Branding Conference: The Business of Place: Critical, practical and pragmatic perspectives, InPolis and Institute of Place Management, Manchester, 13-16 February 2013, viewed 15 February 2013, <https://www.google.com.au/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact =8&ved=0ahUKEwiukvOFm9PLAhUnGaYKHWdVCdQQFggeMAA&url=http%3A%2F%2Fww w.business.mmu.ac.uk%2Fplace%2Fprogramme.pdf&usg=AFQjCNEDbxIjto9mLxojdJiQKonT CoABfA> Oliver, J, Kerr, G and Clarke, R J 2012, 'The role of external opinion leaders in city strategy formulation', paper presented at 36th Annual Conference of the Australia and New Zealand Regional Science Association International: Connecting regions: research, practice and policy, ANZRSAI, Wollongong, 5 – 7 December 2012, viewed 5 December 2012, <http://business.uow.edu.au/businessresearch/conferences/2012anzrsaiconference/index. html> *Baxter, J, Kerr, G and Clarke, R J 2011, 'A case of place identity', paper presented at 2nd International Place Branding Conference, InPolis, Bogota, 20-22 January 2011, viewed 21 January 2011, <http://www.inpolis.de/inpolis-projektdetail_35_2nd-International-Place- Branding-Conference,-Bogot%C3%A1_en.html> *Baxter, J and Kerr, G 2010, 'The meaning and measurement of place identity and place image', paper presented at 50th European Regional Science Association: Sustainable Regional Growth and Development in the Creative Knowledge Economy, European Regional Science Association, Jonkoping, 19 – 23 August 2010, viewed 20 August 2010, <http://www- sre.wu.ac.at/ersa/ersaconfs/ersa10/ERSA2010finalpaper223.pdf> *Baxter is my maiden name. v Contents Thesis Certification ..................................................................................................................................................... ii Abstract .......................................................................................................................................................................... iii Acknowledgements ....................................................................................................................................................iv Publications .................................................................................................................................................................... v Contents ..........................................................................................................................................................................vi List of Figures ............................................................................................................................................................... xi List of Tables .............................................................................................................................................................. xiv Chapter 1 Introduction ......................................................................................................................................... 1 1.1 Introduction .............................................................................................................................................. 1 1.2 Positioning of the thesis

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