RT Journal Article
T1 Media Strategy and Place Branding in the Transnational European Öresund Region
T2 Estrategia de medios y place branding en la region transnacional europea de Öresund
A1 Falkheimer, Jasper
K1 Relaciones públicas
K1 Medios de comunicación social
AB The aim is firstly to present a conceptual discussion about the relationship between mediastrategies and place branding, media effects and relations between sources and journalists.Second, based on a case study of the European transnational Öresund region (Danish-Swedish) the aim is to describe and analyze a contemporary agenda-building, media serviceorientedplace branding strategy.The empirical case consists of a descriptive study of Öresund Media Platform, an EU Interregproject (2012-2014). A content analysis of how the news press in the Öresund Region hasreported on Öresund place issues 2002-2012 is presented.Earlier research questions direct media effects and describes the relationship betweenorganizations and media as a power struggle. The interactive and digital media developmentin combination with changing relations between sources and journalists has created a newmedia landscape. Uni-directional media strategies may still be relevant, but strategiesadapted to the contemporary organizational processes of media organizations are becomingmore relevant. The media-service approach, focusing agenda-building using semiindependentnews agencies is an example of a new branding media strategy.This paper is as an example of a public relations and media studies approach to placebranding. The case study describes an innovative city and place branding strategy, foundedin the contemporary media development in a transnational European region.
PB Instituto de Investigación en Relaciones Públicas
SN 2174-3681
YR 2014
FD 2014-10-30
LK http://hdl.handle.net/10630/8456
UL http://hdl.handle.net/10630/8456
LA eng
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 20 ene 2026