Territorial Governance and Area Image
نویسنده
چکیده
The image of a region or a city is an emerging topic in most debates about economic development strategies at the local and regional level. Image is mostly considered an element of area marketing –a very fashionable item in contemporary policy approachesand instrumental to define communication strategies. Like with products and services, however, image is never (only) the outcome of ad hoc activities, but it conveys and translates in strategic terms both the actual achievements and the predominant vision regarding the future. Starting from this consideration, in this paper we intend to develop some preliminary arguments to include image in the toolbox of innovation and development policies, therefore departing from the most common marketingbased interpretation. This does not necessarily mean “forgetting all about marketing”. On the contrary, we advocate a more consistent and less amateurish use of marketing concepts than can be presently observed, especially in the practice of area marketing. After having underlined the importance of the cognitive aspect of policies as seen from a governance point of view and the meaning of the metaphor which is inherent in area marketing, we will further investigate the political meaning of the image of an area, in particular, two aspects of it: the relationship and the possible gap between image and reality; the possible coexistence and competition between various images.
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