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Branding resources: extractive communities, industrial brandscapes and themed environments

机译：品牌资源：采掘社区，工业品牌景观和主题环境

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摘要

As the labour process is mechanized and Fordist social contracts between company and workers erode, extractive communities bear increased costs while receiving fewer benefits. The authors use two case studies to elucidate how processes that characterize post-industrial culture elsewhere are now transforming the working landscapes of rural mining and timbering communities. Companies draw on branding techniques familiar to other contexts to evoke markets where none exist, and to link production practices with particular forms of identity. These branding strategies at the site of production attempt to simulate the paternalistic culture of a company town, in a themed environment that identifies the company with both locale and nation. These techniques allowed both companies in this article to extend temporary legitimacy in their practices, creating a sense of continuity despite the radical rearrangement and intensification of mining and timbering practices.
机译：随着劳动过程的机械化和公司与工人之间的Fordist社会契约的侵蚀，采掘社区承担的成本增加，而获得的利益却减少了。作者使用两个案例研究来阐明其他地方的后工业文化特征现在正在如何改变农村采矿和伐木社区的工作环境。公司利用其他环境中熟悉的品牌技术来唤起不存在的市场，并将生产实践与特定形式的身份联系起来。生产现场的这些品牌策略试图在主题环境中模拟公司城镇的家长式文化，以使公司同时具有地区性和国家性。这些技术使本文中的两家公司都可以在其业务实践中扩展临时合法性，尽管进行了彻底的重新安排并加大了采矿和伐木业的实践，但仍创造了一种连续感。

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