Pragmasemantics of interactive smart city branding
A regional brand is an intangible asset that provides an image-reputation complex of the region's attractiveness. The article contains a description of an attempt to use modern technologies of regional branding as a tool for consolidating government, business and society in the development strategy of the region. In this case, we are talking about Syktyvkar, the administrative center of the constituent entity of the Russian Federation of the Komi Republic. The focus is on interactive technologies of regional branding. They implement at all stages of branding the interaction and cooperation of the efforts and capabilities of all development stakeholders. The experience of developing the rebranding of the city of Syktyvkar is based on the concept of "pragmasemantics" of the meaning-formation interface, linking the content of the sign system with the socio-cultural practices сontext. The pragmasemantic approach concretizes T.M. Dridze's semio-social-psychological approach in the development strategy of the urban environment as applied to the analytical and design content of branding. Syktyvkar has a developed and approved strategy until 2035, which is aimed at the economic, social development and improvement of Syktyvkar. Therefore, the proposed new brand elaboration was focused on the use of smart city technologies. A key role is played by the Syktyvkar+ augmented reality platform, which has transition points between online and offline infrastructures of the city. The project is essentially commercial. It may include advertising of services, goods, relevant companies operating at points of entry into the real space. Also, the companies work, goods and services can be immersed in content and act as the project artifacts. City residents, including families, get a comfortable environment for using the urban environment, services, while participating in the quest for a variety of leisure activities. Business, service sector receive an additional resource for advertising and expanding the client base. Visitors, tourists get a receive introductory and tourist-excursion content. The project involves expansion - going beyond the city, including other locations of the Komi Republic.
Tulchinskii, G. L. (2023), “Pragmasemantics of interactive smart city branding”, Research Result. Sociology and management, 9(1), 27-35
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The work was supported by the Russian Science Foundation grant No. 22-18-00591 “Pragmasemantics as an interface and operational system of meaning formation” at the Immanuel Kant Baltic Federal University.