Abstract
This paper discusses the importance of co-created visual narratives in developing participatory and inclusive place branding. We refer to the need for a socially responsible approach when considering place branding policies and practices. For this purpose, we develop and empirically apply a novel framework with four interconnected phases comprising place-based contextualization, re-appreciation, re-positioning, and consolidation of residents’ perceptions, experiences and aspirations to develop and initiate inclusive place branding processes. Using participatory research and collaborative visual methods, we worked with a group of residents in Carvalhal de Vermilhas, Portugal. This work stimulated the co-development of collective agency to consider narratives, values and identities to be articulated for creating and promoting more inclusive representation of place in a (hypothetical) branding exercise. The framework application as well as its challenges and limitations, particularly in co-creation processes, were critically deliberated at all phases. Collaborative visual techniques from our analysis emerge as valuable participatory tools for researchers towards improving residents’ participation in place branding, and therefore contributing towards a more inclusive form of this practice. However, we are also aware of the perils associated with communities’ opening up their pristine heritage to touristic ventures, and hence suggest considering the importance of sustainable place-shaping in all branding decisions.
Highlights
Place branding practices aim to support policies in the improvement of place image(s) and benefit residents, businesses and visitors (Boisen et al 2017)
To fill the methodological and conceptual divide, we propose a novel framework informed by empirical research, which links critical views of place branding with interdisciplinary perspectives in sustainable place-shaping
The following research questions are of particular importance: 1. How could an approach based on sustainable placeshaping processes help enhance residents’ support and engagement in inclusive place branding?
Summary
Place branding practices aim to support policies in the improvement of place image(s) and benefit residents, businesses and visitors (Boisen et al 2017). We argue that integrating place-shaping processes with the roles that residents play in place branding can help with actively engaging and empowering residents as agents of transformative change in the course of branding their places, mainly based on local values and meanings In this respect, the following research questions are of particular importance: 1. This approach allows for meaningful collaboration for social change and participants’ empowerment, whilst developing knowledge both for participants and researchers by building upon reflective practices It is a time-consuming process, demands commitment by all involved and exposes power dynamics within the community; the researcher needs to be aware of whose voices are (not) being heard (McTaggart 1994; Torfing et al 2019). Carvalhal de Vermilhas, a small village in Vouzela county (Fig. 2) with a population of 200 inhabitants, was selected
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
