BRANDING STRATEGIES FOR SMALL CITIES IN THE INTERNET SPACE
The paper examines the use of communicative strategies and tools for promoting local territories on the Internet on the material of tourist sites, social networks and blogs. Internet strategy depends on the promoted territory, pragmatic goals and determines the selection of tools and language...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Volgograd State University
2020-05-01
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| Series: | Vestnik Volgogradskogo Gosudarstvennogo Universiteta. Seriâ 2. Âzykoznanie |
| Subjects: | |
| Online Access: | https://l.jvolsu.com/index.php/en/archive-en/617-science-journal-of-volsu-linguistics-2020-vol-19-no-2/materials-and-reports/2037-popova-o-i-korolkova-s-a-stepanova-e-v-branding-strategies-for-small-cities-in-the-internet-space |
| _version_ | 1797793655753277440 |
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| author | Olga I. Popova Svetlana A. Korolkova Ekaterina V. Stepanova |
| author_facet | Olga I. Popova Svetlana A. Korolkova Ekaterina V. Stepanova |
| author_sort | Olga I. Popova |
| collection | DOAJ |
| description | The paper examines the use of communicative strategies and tools for promoting local territories on the
Internet on the material of tourist sites, social networks and blogs. Internet strategy depends on the promoted territory,
pragmatic goals and determines the selection of tools and language means. The authors applied an integrative
communicative approach. It was established that a European small town brand is developed by employing macro
strategy including historical, cultural, environmental, and gastronomic references represented in several foreign languages.
The small Russian town branding is implemented through micro-strategies with a heterogeneous brand structure,
sometimes, related to some important events, not supported by significant historical facts in Russian. Lingua-pragmatic
analysis of data has shown that specialized travel sites of European and Russian small towns use mostly informative
tactics for promoting their territories while communicative tactics of social networks and blogs are of a greater emotion
and evaluative value. The experience of European small towns, and communicative strategies of brand promotion in
particular, might be relevant for Russian locality identification and differentiation, small town brand development, formation
of cultural apprehension and loyalty among the citizens as well as domestic and foreign tourists. |
| first_indexed | 2024-03-13T02:50:27Z |
| format | Article |
| id | doaj.art-6cd90679d78244a08089ef97e19838be |
| institution | Directory Open Access Journal |
| issn | 1998-9911 2409-1979 |
| language | English |
| last_indexed | 2024-03-13T02:50:27Z |
| publishDate | 2020-05-01 |
| publisher | Volgograd State University |
| record_format | Article |
| series | Vestnik Volgogradskogo Gosudarstvennogo Universiteta. Seriâ 2. Âzykoznanie |
| spelling | doaj.art-6cd90679d78244a08089ef97e19838be2023-06-28T12:11:53ZengVolgograd State UniversityVestnik Volgogradskogo Gosudarstvennogo Universiteta. Seriâ 2. Âzykoznanie1998-99112409-19792020-05-0119212313810.15688/jvolsu2.2020.2.11BRANDING STRATEGIES FOR SMALL CITIES IN THE INTERNET SPACEOlga I. Popova0https://orcid.org/0000-0001-9787-0317Svetlana A. Korolkova1https://orcid.org/0000-0003-2083-4101Ekaterina V. Stepanova2https://orcid.org/0000-0003-4860-0956Volgograd State University, Volgograd, RussiaVolgograd State University, Volgograd, RussiaVolgograd Institute of Management, Branch of Russian Presidential Academy of National Economy and Public Administration, Volgograd, RussiaThe paper examines the use of communicative strategies and tools for promoting local territories on the Internet on the material of tourist sites, social networks and blogs. Internet strategy depends on the promoted territory, pragmatic goals and determines the selection of tools and language means. The authors applied an integrative communicative approach. It was established that a European small town brand is developed by employing macro strategy including historical, cultural, environmental, and gastronomic references represented in several foreign languages. The small Russian town branding is implemented through micro-strategies with a heterogeneous brand structure, sometimes, related to some important events, not supported by significant historical facts in Russian. Lingua-pragmatic analysis of data has shown that specialized travel sites of European and Russian small towns use mostly informative tactics for promoting their territories while communicative tactics of social networks and blogs are of a greater emotion and evaluative value. The experience of European small towns, and communicative strategies of brand promotion in particular, might be relevant for Russian locality identification and differentiation, small town brand development, formation of cultural apprehension and loyalty among the citizens as well as domestic and foreign tourists.https://l.jvolsu.com/index.php/en/archive-en/617-science-journal-of-volsu-linguistics-2020-vol-19-no-2/materials-and-reports/2037-popova-o-i-korolkova-s-a-stepanova-e-v-branding-strategies-for-small-cities-in-the-internet-spacecommunicative strategycommunicative tacticbranding strategysmall town promotionlinguistic and pragmatic potential |
| spellingShingle | Olga I. Popova Svetlana A. Korolkova Ekaterina V. Stepanova BRANDING STRATEGIES FOR SMALL CITIES IN THE INTERNET SPACE Vestnik Volgogradskogo Gosudarstvennogo Universiteta. Seriâ 2. Âzykoznanie communicative strategy communicative tactic branding strategy small town promotion linguistic and pragmatic potential |
| title | BRANDING STRATEGIES FOR SMALL CITIES IN THE INTERNET SPACE |
| title_full | BRANDING STRATEGIES FOR SMALL CITIES IN THE INTERNET SPACE |
| title_fullStr | BRANDING STRATEGIES FOR SMALL CITIES IN THE INTERNET SPACE |
| title_full_unstemmed | BRANDING STRATEGIES FOR SMALL CITIES IN THE INTERNET SPACE |
| title_short | BRANDING STRATEGIES FOR SMALL CITIES IN THE INTERNET SPACE |
| title_sort | branding strategies for small cities in the internet space |
| topic | communicative strategy communicative tactic branding strategy small town promotion linguistic and pragmatic potential |
| url | https://l.jvolsu.com/index.php/en/archive-en/617-science-journal-of-volsu-linguistics-2020-vol-19-no-2/materials-and-reports/2037-popova-o-i-korolkova-s-a-stepanova-e-v-branding-strategies-for-small-cities-in-the-internet-space |
| work_keys_str_mv | AT olgaipopova brandingstrategiesforsmallcitiesintheinternetspace AT svetlanaakorolkova brandingstrategiesforsmallcitiesintheinternetspace AT ekaterinavstepanova brandingstrategiesforsmallcitiesintheinternetspace |