Policy Making and Visual Identity in the Promotion of Territorial Units
Keywords:
Zeitgeist, place branding, territorial marketing, genius loci, policy makingAbstract
This article investigates the relationship between public policy, dominant political ideologies, and the visual communication of territorial units. It aims to explore how the neoliberal zeitgeist is reflected in the visual identities (logos and slogans) of Polish cities. The study seeks to answer whether these promotional signs prioritize universal, market-oriented values over the unique, local genius loci.
The research is based on a comprehensive analysis of the entire population of 66 cities with poviat rights in Poland. A mixed-method approach was employed, combining a multifaceted content analysis with a semantic differential technique. The visual and textual layers of the promotional signs were systematically examined using three distinct taxonomies to ensure methodological triangulation and enhance the reliability of the findings.
The analysis reveals the specific values and ideological assumptions embedded in the visual branding strategies of Polish cities. It identifies the prevalence of symbols associated with modernism, progress, and economic efficiency, often at the expense of historical and cultural heritage. The findings demonstrate how visual identity serves as a tool of public policy, reflecting a broader shift towards market-driven governance in local administration...
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