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Resident stories and digital storytelling for participatory place branding

Kasey Clawson Hudak ()
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Kasey Clawson Hudak: Pennsylvania State University

Place Branding and Public Diplomacy, 2019, vol. 15, issue 2, 97-108

Abstract: Abstract Extending from current participatory place branding scholarship, this article presents a framework for applying digital storytelling (DST) to place branding. DST, or individual narratives recorded and distributed through various media, encourage residents to share their place impressions and experiences in meaningful ways. DST exemplifies the participatory place branding initiative by engaging residents in all parts of the branding process, integrating distinctive place-specific features and promoting a collaborative place brand. At the same time, residents feel empowered to share their stories and community initiatives are supported. Describing a DST-facilitated approach for participatory place branding, this article explores how place brand practitioners can encourage residents to take responsibility for the place brand while mediating multiple voices and visions into a unique place brand narrative.

Keywords: Digital storytelling; Place branding; Stakeholder engagement; Narrative; Participatory branding (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1057/s41254-019-00117-7

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