Sustainable place-shaping processes for activating more inclusive and bottom-up participation in place branding

Rebelo, Catia Filipa Cerqueira 2024. Sustainable place-shaping processes for activating more inclusive and bottom-up participation in place branding. PhD Thesis, Cardiff University. Item availability restricted.

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Abstract

This research aims to contribute to place branding theory, specifically critical perspectives that favour participatory and more inclusive practices. These diverged from mainstream place branding, which often prioritizes economic growth over communities’ social well-being and overlooks the intricate social and political nature of places. In doing so, this study is focused on putting places and people at the centre of a place branding strategy. For this, the study examines place branding's similarities and correlations with place-shaping and sense-of-place literature. This inspired the design and development of a novel conceptual and methodological framework. It suggests that intertwining sustainable place-shaping processes, which aim to comprehend places' inner dimension (sense(s) of place), with residents' role in place branding could help engage and empower residents as brand co-creators. This was operationalized through a collaborative visual methodology inspired by action research principles, in Carvalhal de Vermilhas, Portugal, and Llangorse and Bwlch, Wales. It employed a mixed method approach combining traditional and creative research methods (visual methods) that resulted in two co-created documentaries. This overall experience stimulated the co-development of collective agency to consider narratives, values, and identities of place, helping understand place constructs as well as how place meanings and place attachments (senses of place) are formed and strengthened. It also allowed to translate and articulate the complexity of places as they are understood and experienced by locals into co-created visual narratives of place (documentaries). These illustrate how to define the place brand and its essence, as well as determining which and who are the essential components of a socially responsible and more inclusive place branding strategy. Additionally, this research substantiates the co-created visual narratives as a powerful tool for activating bottom-up participation in place branding and contributing towards a more inclusive form of place-based practice.

Item Type:	Thesis (PhD)
Date Type:	Completion
Status:	Unpublished
Schools:	Geography and Planning (GEOPL)
Subjects:	G Geography. Anthropology. Recreation > G Geography (General)
Uncontrolled Keywords:	place-shaping, bottom-up participation, inclusive place branding, sense of place, collaborative visual methods, co-created documentaries
Funders:	Horizon 2020, SUSPLACE “Sustainable Place- Shaping” – a Marie Sklodowska Curie Innovation Training Network (grant agreement No 674962)
Last Modified:	17 Jul 2024 13:49
URI:	https://orca.cardiff.ac.uk/id/eprint/170620

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