2.2.2 Meanings and representations of place Flashcards
The representation of place
How individuals, or organisations such as businesses or councils, portray places they know about to others.
People or organisations can represent places in different ways depending on what their perspective is. Why might this happen?
- Individuals who are proud to come from a place may present it to others in a positive way, whilst individuals who have had a bad experience of a place may present it negatively to others.
- Organisations such as tourism companies, or local councils, may present places positively as they stand to gain from how the places are perceived. Newspapers may choose to focus on the negative aspects of a place in circumstances where it may help them to sell more copies.
Why are meanings and representations of places important?
They can change how people behave towards those places.
Who can influence the perception of place?
- Governments
- Corporate bodies (e.g. businesses)
- Community or local groups
Strategies used to alter perceptions of place
- Place marketing
- Reimaging
- Rebranding
Place marketing
Place marketing is how places are ‘sold’ (like products) to consumers.
Marketing companies may be employed to produce websites, design logos, run advertising campaigns and social media pages – all of which are designed to promote a particular place.
Give an example of Place marketing
The Lake District is being promoted as the Adventure Capital of the UK through a website and related social media pages which have details of all the available activities in the area.
Reimaging
Reimaging is about changing existing negative perceptions of a place.
Give an example of reimaging
In the 2000s, Hull was often referred to as “the worst place to live in the UK”. However, Hull has undergone reimaging by redeveloping much of the Marina and City Centre. This improved the city’s reputation. It was made city of culture in 2017.
Rebranding
Rebranding is about giving a place a new identity that is appealing to people and investors.
It is achieved through reimaging, place marketing and regeneration schemes.
Give an example of rebranding
Llandudno, a seaside coastal resort in Wales, rebranded. Lewis Carroll wrote Alice in Wonderland in Llandudno. | In 2012, the local council commissioned 4 large wooden sculptures of characters from Alice in Wonderland. These were greeted with a mixed reception locally – some believed it was a great asset to the town and others strongly disapproved. A guided walk around the new sculptures and other highlights of Llandudno, the ‘Alice Town Trail’, was created.
