Abstract:
Looking through the lens of an intersubjective framework, this thesis aims to explore the relationships between media representation, perception, identity, and branding; and how these elements function to impact a cities perceived identity. The media has the ability to privilege certain sets of ideas while neglecting others and it is often from media sources that expectations and models of behavior are formed. Essentially, the media helps to define world views and influence conceptions. These conceptions inform a city's perceived identity.
Utilizing the media of film, a study was conducted on the city of Detroit with the aim to uncover narrative trends that affect a place's identity. By analyzing conditions of environments shown within a selection of films, certain conditions came to light that had the potential to affect a place’s identity- either negatively or positively. In the case of Detroit, poor environmental conditions were showcased within the films, fostering a negative image of the city. Darkened color palettes/lighting conditions, deteriorating structures, and dirty streets were all found consistently within the films and used to propel less than desirable narratives about the city. While these films are not in themselves necessarily harmful, it is their collection and narrative monopoly that enforces the negative perceptions of the city of Detroit.
To counteract the existing negative perceived identity of the city, additional narratives need to be added that more accurately reflect the multitude of identities that the city of Detroit encompasses. Place branding was studied and chosen as a method to implement to Detroit, to offer alternative narratives that shift the city's current projected image and to develop the city's future desired image. Marketing strategies developed by Jonah Berger were analyzed and applied where appropriate at the scale of a city (rather than a product). These strategies are split into categories of social currency, triggers, emotion, publicness, practical value, and narrative. The main method of branding is through the use of intentional images, images that craft a positive narrative of the city by highlighting its assets. These assets include cultural assets, such as art, food, and shopping, as well additional assets such as parks, experiences, and events hosted within the city.
The application of place branding methods ultimately culminated in a website and promotional video targeted towards young professionals living outside of the city of Detroit. The goal of the branding campaign is to offer a counter narrative to what is typically showcased within the media, with the main purpose being to foster a positive perception of the city of Detroit.