Communication strategies of megacities in the new digital reality

Abstract

The context of the network society, glokalization and the rapid development of digital technologies contribute to the emergence of mega-cities brands acting on the basis on the new digital communications reality. Digital city branding is realized by an interplay of the multitude of actors both institutional and non-institutional. As a result, territorial brands are created with the participation of digital stakeholders. Prominent scholars: F. Kotler, M. Kavaratzis, K. Deanie, A. Middleton and others note the urgent need to rethink the communicative strategies of the megalopolises and the role of digital stakeholders of territorial entities in the network society. Stakeholders should be seen as an active group of communicative actors who can motivate and involve in the process of building a city brand. The article analyzes the features, technologies and methods of interaction with stakeholders in the process of building a territorial brand in conditions of the digital society.