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Media Strategy and Place Branding in the Transnational European Öresund Region
dc.contributor.author | Falkheimer, Jasper | |
dc.date.accessioned | 2014-11-20T08:48:43Z | |
dc.date.available | 2014-11-20T08:48:43Z | |
dc.date.issued | 2014-10-30 | |
dc.identifier.issn | 2174-3681 | |
dc.identifier.uri | http://hdl.handle.net/10630/8456 | |
dc.description.abstract | The aim is firstly to present a conceptual discussion about the relationship between media strategies 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 serviceoriented place branding strategy. The empirical case consists of a descriptive study of Öresund Media Platform, an EU Interreg project (2012-2014). A content analysis of how the news press in the Öresund Region has reported on Öresund place issues 2002-2012 is presented. Earlier research questions direct media effects and describes the relationship between organizations and media as a power struggle. The interactive and digital media development in combination with changing relations between sources and journalists has created a new media landscape. Uni-directional media strategies may still be relevant, but strategies adapted to the contemporary organizational processes of media organizations are becoming more relevant. The media-service approach, focusing agenda-building using semiindependent news 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 place branding. The case study describes an innovative city and place branding strategy, founded in the contemporary media development in a transnational European region. | es_ES |
dc.language.iso | eng | es_ES |
dc.publisher | Instituto de Investigación en Relaciones Públicas | es_ES |
dc.rights | info:eu-repo/semantics/openAccess | es_ES |
dc.subject | Relaciones públicas | es_ES |
dc.subject | Medios de comunicación social | es_ES |
dc.subject.other | Public Relations | es_ES |
dc.subject.other | Media Strategy | es_ES |
dc.subject.other | Öresund Region | es_ES |
dc.subject.other | Place Branding | es_ES |
dc.subject.other | Media Relations | es_ES |
dc.title | Media Strategy and Place Branding in the Transnational European Öresund Region | es_ES |
dc.title.alternative | Estrategia de medios y place branding en la region transnacional europea de Öresund | es_ES |
dc.type | info:eu-repo/semantics/article | es_ES |
dc.centro | Facultad de Ciencias de la Comunicación | es_ES |