Keywords
geo-brand
geo-branding
geo-branding communications
mass media
How to Cite
Abstract
Introduction. Geobranding is becoming an important element of the modern system of communication technologies and is nowadays studied by specialists in different fields of science. General issues of the branding technology have been considered by Ukrainian authors such as V. Rizun, G. Sukharevska, O.Kholod. N. Kolesnytska, I. Melnyk, T. Nahornyak, L. Panasenko, A. Romanova, G. Studinska, Y. Faivishenko have touched upon various aspects of geo-branding.
Relevance and objective. Geo-branding communication tools remain under-researched up to this day. Outlining the possibilities provided by such tools will give a better understanding of geo-branding itself and the means of providing its efficiency.
The objective of the article is to define the role of mass media in geo-branding, the peculiarities of the topical project of the «Den» newspaper – «Marshrut № 1» as a tool of bringing stakeholders to view regions from a desired perspective; to trace its genre, illustrative and design, content characteristics.
Methods, results. The author uses the social-communicative approach to define the role and position of geo-branding communication in the general system of information social interaction. Methods of comparative analysis, content analysis, as well as systematization and generalization of obtained results have proved effective in reaching the article objectives, thus making it possible to define the project characteristics that provide its significant geo-branding capability based on the analysis results of «Marshrut № 1» issues (1–68).
Conclusions. The role of mass media as the core element of geo-branding communications is identified. Its dual nature is identified: mass media as a geo-brand consumer, and as a group of stakeholders responsible for creating a certain image of the region.
Implementation of geo-branding tasks based on content (wide range of topics), genre (use of column, interview and review genre possibilities), illustrative and design (painted cover; quality photos; infographics) characteristics by «Marshrut № 1» is proved to be effective.
Further investigation of other geo-branding communication tools in the context of understanding integrated geo-branding communications seems promising.
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