Imperatives of the Fast and Slow Worlds in Strategic Communications of the Territory

摘要

The article is devoted to the interaction of imperatives and technologies of the "fast" and "slow" worlds in relation to the task of managing strategic communications of cities and regions.Fast worlds create technological platforms for self-organization of distributed cognitive and emotional experience gained by digital stakeholders during interaction with a territory. On the other hand, strategic meaning-making for the formation or revitalization of a place brand continues to be the prerogative of the "slow world". The vectors of "long history", traditional culture, architecture, landscapes, etc. work here. The article discusses the communication trends of territories arising in the zones of interference of fast and slow flows of place marketing.In the article the authors present their vision of the current state of the theory of place branding and image-making, based on the analysis of the works of foreign and Russian researchers (S. Anholt, D. Vizgalov, D. Houghton, A. Stevens, M. Kavaratzis, S. Van Gelder, etc.).The article considers the dialectics of the so-called "fast" and "slow worlds" technologies in the sphere of place branding and shows the main directions of theoretical understanding of the changes taking place in this sphere.An approach to the understanding of territorial stakeholders of both fast and slow worlds is substantiated. In this role are active groups of people who have the potential to be included in the communication on the construction of the place brand. And also an attempt is made to differentiate communications with different groups of audiences in the contemporary context and taking into account current trends.