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A Communicative Approach to City Promotion and Marketing Kasey Clawson Hudak

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A Communicative Approach to City Promotion and Marketing Kasey Clawson Hudak Duquesne University Duquesne Scholarship Collection Electronic Theses and Dissertations Fall 2012 Beyond the Brandopolis: A Communicative Approach to City Promotion and Marketing Kasey Clawson Hudak Follow this and additional works at: https://dsc.duq.edu/etd Recommended Citation Hudak, K. (2012). Beyond the Brandopolis: A Communicative Approach to City Promotion and Marketing (Doctoral dissertation, Duquesne University). Retrieved from https://dsc.duq.edu/etd/669 This Immediate Access is brought to you for free and open access by Duquesne Scholarship Collection. It has been accepted for inclusion in Electronic Theses and Dissertations by an authorized administrator of Duquesne Scholarship Collection. For more information, please contact [email protected]. BEYOND THE BRANDOPOLIS: A COMMUNICATIVE APPROACH TO CIY PROMOTION AND MARKETING A Dissertation Submitted to the McAnulty College and Graduate School of Liberal Arts Duquesne University In partial fulfillment of the requirements for the degree of Doctor of Philosophy By Kasey Clawson Hudak December 2012 Copyright by Kasey Clawson Hudak 2012 BEYOND THE BRANDOPOLIS: A COMMUNICATIVE APPROACH TO CITY PROMOTION AND MARKETING By Kasey Clawson Hudak Approved November 9, 2012 ________________________________ ________________________________ Pat Arneson, Ph.D. Calvin L. Troup, Ph.D. Associate Professor, Department of Associate Professor, Department of Communication & Rhetorical Studies Communication & Rhetorical Studies (Committee Chair) (Committee Member) ________________________________ Richard H. Thames, Ph.D. Associate Professor, Department of Communication & Rhetorical Studies (Committee Member) ________________________________ ________________________________ James C. Swindal, Ph.D. Dean, Ronald C. Arnett, Ph.D. Chair, McAnulty College & Graduate School of Communication & Rhetorical Studies Liberal Arts iii ABSTRACT BEYOND THE BRANDOPOLIS: A COMMUNICATIVE APPROACH TO CITY PROMOTION AND MARKETING By Kasey Clawson Hudak December 2012 Dissertation supervised by Pat Arneson A review of current city branding literature indicates that unsuccessful attempts at city branding appear to rely on creating static, flashy, and often idealized images of a city. Such marketing efforts may result in a ―brandopolis,‖ or images that may not reflect a city‘s true identity. This dissertation supplements current city branding literature by exploring how stakeholders‘ discourses form, enhance, and communicate a city‘s image. The consideration of a communicative approach to the promotion of city images, from a humanities perspective grounds stakeholders‘ experiences of the city in their communicative practices. This grounded communicative approach to city marketing offers marketers better insight into how the stories people tell about their experiences become part of the city‘s narrative identities. Understanding stakeholders‘ roles in iv crafting and communicating a city‘s narrative identities in their everyday discourses may help marketers promote the city‘s image beyond a mere brandopolis. v DEDICATION ―There is only one thing that makes a dream impossible to achieve: the fear of failure.‖ ― Paulo Coelho, The Alchemist For my wonderful husband, Mike, who continually reminds me to ―not worry,‖ and whose love never ceases to surprise and inspire me. For my amazing family – especially my parents, Garrett, and Faith – whose warm embraces and words of encouragement have never failed to motivate me. vi ACKNOWLEDGEMENT Thank you to all my friends and family who have supported me the last few years. All your words of encouragement, support, and prayers for wisdom and guidance were what kept me going. I would also like to thank my Committee Chair, Dr. Pat Arneson, for keeping me attentive to my vernacular voice and reassuring me when I felt that I had lost that voice. To my Committee Members, Dr. Calvin Troup and Dr. Richard Thames, thank you for your ideas and suggestions. For the last seven years, I have had the privilege of getting to know and work with some of the smartest, most dedicated, and talented colleagues and professors. Your scholarship, teaching, and friendship have provided me with the greatest resources for success that extends far beyond the classroom. I am a better scholar, teacher, and friend because of you, thank you! vii TABLE OF CONTENTS Page Abstract .......................................................................................................................... iv Dedication ...................................................................................................................... vi Acknowledgement ......................................................................................................... vii Chapter One: Communicating the City ―Brand‖ .............................................................. 1 City Branding Terms and Definitions ................................................................... 4 City Branding Research Reviews ......................................................................... 6 City Branding Approaches and Practices .................................................. 8 City Branding and Corporate Branding ................................................... 10 Conceptual Concerns .............................................................................. 12 From Social Sciences to Communicative City Branding Practices ...................... 18 A Communicative Approach: Framework and Foundations................................ 21 Framework ............................................................................................. 22 Philosophical Foundations ...................................................................... 24 Conclusion ......................................................................................................... 31 Chapter Two: The City and The Marketplace ................................................................ 35 Earliest Recorded Civilizations .......................................................................... 37 Antiquity ........................................................................................................... 42 The Middle Ages: Dark Ages, Renaissance, and Enlightenment ......................... 52 Dark Ages .............................................................................................. 54 Renaissance ............................................................................................ 56 Enlightenment ........................................................................................ 58 viii Modernity .............................................................................................. 59 Postmodernity ........................................................................................ 63 Conclusion ......................................................................................................... 66 Chapter Three: Experiencing the City: Discourse, Metaphor, and Time ......................... 68 Discourse ........................................................................................................... 70 Metaphor ........................................................................................................... 78 Time .................................................................................................................. 82 Augustine‘s Theory of Time ................................................................... 83 Aristotle‘s Theory of Time ..................................................................... 88 Mimesis ................................................................................................. 89 Ricoeur, Rhetoric, and Marketing ...................................................................... 93 Conclusion ......................................................................................................... 97 Chapter Four: Identifying Publics in a Postmodern City ................................................ 99 Public Disputes: Hauser‘s Critique of Habermas‘s Early Writings ................... 101 Awareness: Identifying Publics and Public Spheres ......................................... 106 Plurality of Publics ............................................................................... 107 Reticulate Public Spheres ..................................................................... 110 Perception: Identifying Public Opinion through Vernacular Voices .................. 115 Public Opinions .................................................................................... 116 Vernacular Voices ................................................................................ 118 Participation: Identifying Publicness in the Rhetoric of Everyday Conversations .................................................................................................. 121 Publicness ............................................................................................ 122 ix Invitational Rhetoric ............................................................................. 124 Ricoeur‘s Narrative Theory .............................................................................. 127 Narrative .............................................................................................. 127 Narrative Identity ................................................................................. 130 Narratives and Postmodern Publics .................................................................. 133 Conclusion ......................................................................................................
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