While considering the political/cultural/economic ideologies that underpin the creation of a supposedly pan-European identity, the paper also shows how these branding exercises manage local/global tensions by exploiting the intercultural meanings of visual discourse.
In multilingual Europe, visual discourse may function as a cross-culturally strategic form of communication, thanks in part to its perceptual and iconic availability. In this regard, the paper offers a social semiotic critique of a range of visual resources deployed in the official promotional texts of 30 of the 43 cities either nominated or competing for the title of European Capital of Culture between 2005 and 2011.
Keywords
Locations:
All Europe (48 countries) Thematic scope:
Arts Management & Entrepreneurship ,arts marketing Languages:
English Type of publication:
Article Tagged as:
city branding, cross-cultural communication, visual discourse of cities
LabforCulture is a partner initiative of the European Cultural Foundation. LabforCulture is grateful for the support provided by its funders.
