DSpace Kolekcja:
http://hdl.handle.net/11320/7705
2024-03-29T11:53:01ZZamiast zakończenia – mapa możliwości badawczych
http://hdl.handle.net/11320/7740
Tytuł: Zamiast zakończenia – mapa możliwości badawczych
Autorzy: Kurczewska, Joanna
Abstrakt: The article emphasizes the theoretical and methodological significance of such territorial brands research which take into account multidimensional links between the theory of society and the theory of culture. Such a perspective of research allows for greater integration of methodologies of various social and humanistic sciences, especially those that positively evaluate the binding of quantitative research methodologies to the methodology of qualitative research. This type of methodological integration should fit to the approaches to local borderland communities which emphasize their subjectivity and agency. The article postulates the research’s attitude which leads to building not only the brand’s construction but – similarly to the culture of memory – the brand culture. On the other hand, the research of the culture of brand engages in a critical analysis of imaginaries of capitalism in the local communities of late modernity.2018-01-01T00:00:00ZCzy marka miasta jest symbolem dominującym? Antropologiczna analiza wyobrażeń i praktyk marketingowych animatorów kultury i władz lokalnych na pograniczu
http://hdl.handle.net/11320/7739
Tytuł: Czy marka miasta jest symbolem dominującym? Antropologiczna analiza wyobrażeń i praktyk marketingowych animatorów kultury i władz lokalnych na pograniczu
Autorzy: Wojakowski, Dariusz
Abstrakt: The article presents the territorial brand as a category that can be analyzed in a broader theoretical context of the presence of dominant symbols in local culture. The research data indicate that territorial marketing is a specific strategy for the design and implementation of cultural contents that can be used by local actors at the borderland. The town’s brand appears as an important component of the symbolic space of the local community and local practices. Adoption of marketing assumptions by local actors strengthens their belief that there is some set of professional practices which lead to strengthening the brand as a dominant symbol. The article points to specific examples of actions which show some local mechanism of applying or practicing the town’s brand. There is the great facility of recognizing various cultural contents as the potential town’s brands. Therefore, local actors imagine that practically all activities and symbols in the sphere of culture can be applied to the local brand. However, moving these contents to the level of common appreciation and recognizing them as branded dominant symbols is already very difficult. The achievement of such appreciation depends both on the nature of cultural content promoted as branded, the local environment in which the cultural content is promoted and the position of the institution promoting the brand in this environment. So there are more potential brands than real ones, which means that many symbols (cultural contents) that are indicated as brands do not have the character of dominant symbols.2018-01-01T00:00:00ZWydarzenie jako marka, wydarzenie jako wehikuł marki. Proces konstruowania marki lokalnej na przykładzie Podkarpacia
http://hdl.handle.net/11320/7738
Tytuł: Wydarzenie jako marka, wydarzenie jako wehikuł marki. Proces konstruowania marki lokalnej na przykładzie Podkarpacia
Autorzy: Porczyński, Dominik
Abstrakt: The paper analyses practices of local brand construction identifying it as a process within a broader context or field of territorial marketing. It focuses on strategies carried out by formal and informal actors acting in Podkarpackie voivodeship. Territorial authorities use symbolic or material resources to construct and promote meanings among the possibly broadest number of recipients: citizens, investors or tourists. The symbolic resources used in analysed practices are different components of local cultural heritage: historical and fictional personae, important or less important past events, relics, architecture etc. Since the number of recipients is limited these processes are in fact antagonistic and are about competing between different territorial actors: villages, towns, cities, regions and states. They are understood here anthropologically as an arena of territorial marketing. The paper focuses on social events and describe how local authorities strive to build – basing on possible elements of heritage – a well appraised festivity being either vehicles of brand or the brand itself. It describes strategies the actors use to root it into the local context, to sustain its importance and recognition and do how they evaluate the effectiveness of these practices.2018-01-01T00:00:00ZKomunikowanie marki – jak treści kulturowe stają się markowe
http://hdl.handle.net/11320/7737
Tytuł: Komunikowanie marki – jak treści kulturowe stają się markowe
Autorzy: Nijander-Dudzińska, Agata
Abstrakt: Creating local brand is a complex socio-cultural process in which many different local actors participate. The activity of self-government authorities is not necessary at the stage of constructing the local brand. The role of self-government consist rather in “lifting”, strengthening and “expanding” the local brand. These activities go beyond the narrowly defined brand promotion. The task of self-government authorities is not only the outdoor advertising of the town. They should also make the right selection of contents that could be communicate to internal (residents) and external recipients. To properly select these cultural elements, local authorities need to constantly communicate with another local actors. Proper selection of brand elements and good communication of the brand leads to the improvement of the external image of the town and to strengthening the social ties within the town. The article is an attempt to identify the content of a town brand communicated by the local authorities of Przemyśl and Sanok. It contains an analysis of the socio-cultural sources and conditions for selecting those values and symbols that local authorities decide to “lift”, “emphasize” and “expand”. The analysis uses elements of the concept of A. Kłoskowska and V. Turner.2018-01-01T00:00:00Z