Abstract
Jensen menţionează „strategia de creare a mărcii locului” ca pe o strategie de dezvoltare a oraşului recunoscută la nivel global. În acest studiu, cetăţenii şi autorităţile locale ale unui orăşel aşezat pe malul unui lac, cu o orientare economică şi culturală puternică, au dorit ca oraşul să fie identificat ca „oraş universitar”.
Abstract
Jensen mentions “place branding” as a globally recognized strategy for city development. In this study, the inhabitants and the local authorities of a small lake-side town, with a strong economical and cultural orientation, wanted the town to be branded as “a university town”. Their opinions are made public in a local newspaper discussing the reasons why the town should be branded as such and trying to erase the previous connotations associated with the town. The data composes of the analysis of issues of a local newspaper. The socio-cognitive model of critical discourse analysis devised by van Dijk is used in the analysis. Macrostructures and local semantics categories are the main focus in the analysis.
