New power relations in the digital attention economy as a challenge to place and city branding D. P. Gavra
Material type:
ArticleSubject(s): городской маркетинг | цифровая элита | цифровое общество | политическая элита | интернет-исследования | властные отношения | цифровая экономика | экономика вниманияGenre/Form: статьи в сборниках Online resources: Click here to access online
In:
Цифровой бренд-менеджмент территорий: глобальный и локальный аспекты : материалы IV Международной трансдисциплинарной научно-практической Web-конференции "Connect-Universum-2018", 29–30 ноября 2018 года С. 79-83Abstract: The paper examines the factors changing the global paradigm of competition between places
and cities in the information and networked society. Three groups of factors are determined: (1) the transformation
of the global paradigm of civilization confrontation, (2) glocalization in all many-valued inconsistencies
of this process, and finally (3) the digital-interactive revolution and the Web-generated social.
The second part of the presentation is devoted to the challenges posed by the digital transformation of social
structures for place marketing and city branding. Based on the concepts of economics of attention and
critical digitalism, the author shows how the network environment changes the communicative practices
of the place. A structural model of new power digital actors for a megacity / region is proposed. This includes
traffic monopolists, network elites and network brands. The possible directions of communication
logistics of a place in interrelation with these actors of network power practices are shown.
Библиогр.: 15 назв.
The paper examines the factors changing the global paradigm of competition between places
and cities in the information and networked society. Three groups of factors are determined: (1) the transformation
of the global paradigm of civilization confrontation, (2) glocalization in all many-valued inconsistencies
of this process, and finally (3) the digital-interactive revolution and the Web-generated social.
The second part of the presentation is devoted to the challenges posed by the digital transformation of social
structures for place marketing and city branding. Based on the concepts of economics of attention and
critical digitalism, the author shows how the network environment changes the communicative practices
of the place. A structural model of new power digital actors for a megacity / region is proposed. This includes
traffic monopolists, network elites and network brands. The possible directions of communication
logistics of a place in interrelation with these actors of network power practices are shown.
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