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首页> 外文期刊>Journal of place management and development >Constructing a typology of virtual city brand co-creation practices: an ecological approach
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Constructing a typology of virtual city brand co-creation practices: an ecological approach

机译：建立虚拟城市品牌共创实践的类型学：一种生态方法

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Purpose - The paper aims to offer an approach that allows an analysis and construction of a typology of virtual city brand co-creation practices. Design/methodology/approach - The approach is illustrated by using data collected in regard to the branding of Stockholm; it is based on visual representations expressing the process in which brand co-creation unfolds in a network of different affective modalities. Findings - Virtual representations emerge as expressive trans-locations that obtain communicative qualities in which practices are included and also in which practices are constituted. Practices represent how experiencing is carried out by different stakeholders' relationships and emotional interactions. They are labeled as contributing, using, esteeming and opposing. These practices constitute analytical abstraction that represent different power plays between the visual and material content of the images, the technologies of production and the display and performance of the virtual.Research limitations/implications - The focus on practices suggests a way to perform a critical analysis that could be used to research the performative process of co-creating brands in a way that the practices offer signals that can be used to grasp the dynamism of the process. Further, it suggests that the analysis of the practices in the virtual realm has the potential to unfold the material, nonlinear dynamic of communication that resides beyond forms of meaning and cognition.Practical implications - The offered approach posits an alternative view of co-creation in which the process is uncontrollable by any stakeholders involved; the process might therefore not have a start and end or it could start everywhere in the internet and can transform at any point in space-time. Originality/value - It contributes to the research on performative place branding by problematizing the issue of agency. It does so by displaying the way in which the process of virtual city brand co-creation could be analyzed based on practices involving the co-construction of visualization and materialization. Analytically, by dealing with virtual representations where practices of brand co-creation unfold, such an approach also helps to unpack the consequences of those practices and can highlight the technologies that are used and the specific qualities of the visual objects enacted.
机译：目的-本文旨在提供一种方法，可以分析和构建虚拟城市品牌共同创造实践的类型。设计/方法/方法-通过使用有关斯德哥尔摩品牌的收集数据来说明该方法；它以视觉表示为基础，通过视觉表达来表达品牌共创在不同情感形态网络中展开的过程。发现-虚拟表示形式以表达易位形式出现，它们获得了包括实践在内的交流品质以及实践的构成。实践代表了不同利益相关者之间的关系和情感互动如何进行体验。他们被标记为贡献，使用，尊重和反对。这些实践构成了分析抽象，代表了图像的视觉和材料内容，生产技术以及虚拟显示器和性能之间的不同作用。研究局限/含义-对实践的关注提出了一种进行批判分析的方法可以用来研究共同创建品牌的执行过程，其方式可以为实践提供可以用来把握过程活力的信号。此外，这表明对虚拟领域中实践的分析有可能展现超越意义和认知形式而存在的实质性，非线性的交流动态。实践意义-所提供的方法提出了一种共同创造的观点所涉及的任何利益相关者无法控制该过程；因此，该过程可能没有开始和结束，或者可能从Internet的任何地方开始，并且可以在时空的任何点进行转换。创意/价值-通过解决代理问题，为表演场所品牌研究做出贡献。它通过显示可以基于涉及可视化和物化的共同构建的实践来分析虚拟城市品牌共创过程的方式来做到这一点。从分析上讲，通过处理品牌共同创造实践得以展开的虚拟表示形式，这种方法还有助于揭示这些实践的后果，并可以突出显示所使用的技术和所体现的视觉对象的特定质量。

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