Bæredygtig Bybranding

–– TITELBLAD –– BÆREDYGTIG BYBRANDING - ET NETVÆRK MELLEM BORGERE Kandidatafhandling, Kommunikation Aalborg Universitet, oktober 2005 Vejleder: Peter Allingham Omfang: 105,3 normalsider a’ 2400 tegn, ekskl. titelblad, abstract, forord, illustrationer, litteraturliste og bilag. ____________________________________ Dato Dorte Arnsfelt Bæk ABSTRACT This master thesis is a continuation of a prior theoretical work within the field of city branding [Branding Byer, A. Bæk 2004] and focuses on the role and involvement of citizens in the branding process. It is assumed that the corporate branding strategy cannot be applied to cities, and that the success of the city brand depends on the citizens. Throughout the thesis, I therefore apply a critical perspective on the common approach to city branding, based on the following research areas. I will apply a theoretical perspective in order to establish the necessities of practic ing city branding in today’s society, and by making use of this perspective I will state some guidelines which will promote the involvement of citizens throughout the branding process. After that I present a single case study, and through a discourse analysis of the case “Branding Aalborg” (BA), I will eventually use my theoretical knowledge and the analysis as the foundation to put forth some recommendations as to how BA can achieve the commitment of the citizens. By including a theoretical and empirical perspective, this master thesis will therefore focus on the general as well as the context specific. The overall perspective will be as prescribed by Social Constructionism: a critical view on the knowledge we take for granted. In accordance, my understanding of humans, people as receivers and communication are also influenced by the flow of postmodernism and post structuralism and their focus on the constitutive character of language and the mutual constructive relation between language, culture and humans. It is therefore important to gain insight into the citizens and the surroundings of which they are an integral part. The theoretical part of this project is based on social- and political theories presented by the philosopher Jürgen Habermas and the policy-oriented Ernesto Laclau and Chantall Mouffe and, in addition, communication theories primarily presented by Lars T. Christensen, Mette Morsing, Claus Buhl and Majken Schultz. By using these theories it is acknowledged that cities must not strive towards unilateral integration but instead acknowledge the potential of ambiguousness and diversity. Cities do not only have one basis or core value, they have many - and they are represented with the many different and diversified values of the citizens. At the same time, cities must attempt to - or be conscious to - perceive themselves as arenas for social, political, cultural and discursive exerts. With this in mind, cities must find a way to recreate their city communitie s. It is the ability to decentralize the process and involve citizens in the establishment of possibilities for local adjustment and further development of the brand which becomes the important factor. It is about dialogue and learning. The way to involvement is inspired by the so-called deliberative democracy-model. The model focuses on increased debate and horizontal communication between citizens as well as procedures characterized by reflectivity and understanding between the participants. With the desire to approach a deliberative practice and the aspect of “a learning brand” throughout the branding process, the theory of Appreciative Inquiry (AI) is presented. AI states that in order to create an innovative community and a common future, the city must rely on the energy that springs from the citizens’ articulations; focusing on the creation of meaning and using the positive stories and visions established by the citizens themselves. The stories illustrate the possible ways of life and AI therefore has an auto-communication function. Inspired by the dispositional practice of Pierre Bourdieu and the segmentation theory presented by sociologist Henrik Dahl, the target group for AI is identified as the modern blue and green segments with a high degree of cultural and social capital. The analytical part consists of a single case study with the case, BA. The empiric material consists of two interviews with central BA group members, a number of observations regarding stakeholder-meetings and a question inquiry. The analysis strategy is discourse analytic al and is based upon the political discourse theories of Laclau and Mouffe, which focus on the deconstruction of the discourses which surface in the empiric material. The analysis shows that the interviews are dominated by an ownership- and market discourse as well as a democratic - and economic discourse, which are both commercialized. The ownership- and market discourse also dominates the stakeholders. However, they are also influenced by an identity discourse and, not surprisingly, an Aalborg discourse. Among the stakeholders there is a hegemonic struggle to be the most important identity in BA, and in both analyses the commercial and strategic interests of the actors are dominating factors. However, the stakeholder group, defined as representing the citizens, is more open to negotiate the meaning of BA. The BA group members promote that the stakeholders must be involved in the future and in the realization of BA, but the focus is on the companies instead of the citizens. However, it is pointed out that the citizens must assume ownership of BA to become ambassadors of Aalborg, in order to ensure a successful branding process. The stakeholders show a desire to expand network and corporation and the availability of information regarding the city’s facilities and cultural offers. The question inquiry shows that many of the interviewed people have little knowledge of BA and the new values and vision of Aalborg. However, they are mainly positive about the fact that Aalborg is to be branded. On average, the respondents have an interest in the image and future of Aalborg, but they prefer city development over marketing and advertising. The majority, as regards the young and well educated, prefers to be involved in the future of Aalborg, while a minority is experiencing a realization of the desired influence. On the basis of the discourse analysis and the question inquiry, the master thesis is concluded with five suggestions to BA, which seek to increase the involvement and networking of the citizens in Aalborg, and their knowledge of the city and its cultural offers. It is for example recommended that BA increases its efforts to inform the citizens about BA (not as advertising, though, but by emphasizing the possibilities of influence and learning). Furthermore, it is suggested that BA creates a virtual forum for the citizens to articulate their dreams and visions of the future – an AI-forum on the homepage of BA. Using AI methods, I see Aalborg as a city moving towards a more viable city branding. INDHOLD Forord............................................................................................................................ 1 Indledning...................................................................................................................... 3 Problemstilling ............................................................................................................ 4 Afgrænsning og begrebsafklaring.................................................................................. 5 Videnskabsteoretisk ståsted......................................................................................... 11 Individ- og modtagerforståelse.................................................................................... 11 Kommunikationsforståelse ......................................................................................... 16 Specialets struktur og metode ...................................................................................... 18 Specialets struktur ...................................................................................................... 18 Metoden.................................................................................................................... 19 DEL 1: TEORIEN En postmoderne tid...................................................................................................... 24 Oplevelser i centrum .................................................................................................. 24 Individ ualisering og ændrede fællesskaber................................................................... 25 Byen som strategisk arena .......................................................................................... 26 Byen i politisk belysning............................................................................................... 29 Et historisk rids .......................................................................................................... 30 Det danske demokrati................................................................................................. 31 Corporate branding? ................................................................................................... 33 Corporate communication ......................................................................................... 33 Mod en deliberativ tilgang ........................................................................................... 37 Habermas .................................................................................................................

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