The shadowy perspective of place branding: exploring the fluid place myths of the Wigan brand

Wang, Rui (2024). The shadowy perspective of place branding: exploring the fluid place myths of the Wigan brand. University of Birmingham. Ph.D.

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Abstract

The aim of this thesis is to demonstrate the value of the shadow metaphor as a novel theoretical lens to advance the place branding theory. Previous studies have shown that place branding is a constantly changing concept, adapting to stakeholders’ changeable memories and expectations, and shifting political and sociocultural environments. However, what is missing from the place branding literature is a theoretical framework that adequately interprets such fluidity in place branding. This thesis, therefore, introduces the shadow metaphor and argues that it can be used as an ideal theoretical lens to uncover the elusive and ever-changing nature of place branding. Specifically, it utilises myth as a conceptual tool to expand the current understanding of the fluidity of place branding, considering its ambiguous and ephemeral nature. In so doing, this thesis expands the scholarly understanding of the dynamic view of place branding by providing a cohesive theoretical lens that interprets the inherent adaptability and ephemerality of the shifting relationships between different stakeholders, and the ever- changing place branding process. Additionally, it shifts the dominant view that regards myth as simply an outcome of place branding activities towards a more dynamic perspective that treats myth as an ongoing meaning-making process integral to the creation of place brands.
The shadowy perspective of the place brand myth is contextualised through the exploration of an English town, Wigan. It specifically utilises a local music band, The Lathums, as an insightful analytical lens to unveil the various mythmakers and complex mythmaking processes of the Wigan brand. An innovative methodology, namely mediated discourse analysis (MDA) informed grounded theory, is developed to provide a flexible analytical approach to delve into the fluid Wigan myths. Drawing on the shadow metaphor, the resulting analysis reveals the shadowy relationships between three mythmaker groups: creators, persuaders, and discoverers. It also unpacks the transformable Wigan myths, altering between the shadowy patterns of projection, distortion, and illusion.

Type of Work:

Thesis (Doctorates > Ph.D.)

Award Type:

Doctorates > Ph.D.

Supervisor(s):