Russian version of the article

DOI: 10.17072/2078-7898/2016-2-160-166

CITIZENS AS THE SUBJECT OF CITY IMAGE FORMING

Antonova Natalia Leonidovna
Doctor of Sociology, Docent, Professor of Department
of Theory and History of Sociology

Ural Federal University named after the first President of Russia B.N. Yeltsin,
19, Mira str., Ekaterinburg, 620002, Russia;
e-mail: n-tata@mail.ru

Rakevich Ekaterina Vladimirovna
Ph.D. Student of Department of Theory and History
of Sociology

Ural Federal University named after the first President of Russia B.N. Yeltsin,
19, Mira str., Ekaterinburg, 620002, Russia
e-mail: rakely13@yandex.ru

The subject of this article is the role of citizens in the process of city image forming. Much attention is given to the problem of sociological conceptualization of concept of city image, which is the type of social practice, as a system of social actions and interactionsof individuals and groups, It has directed controlled and spontaneous uncontrolled character. It determines city imageand opinion about it as set of its visual, sociolinguistic, estimative characteristics. There are three basic characteristics of city image: visual symbols of the city, sociolinguistic conceptions of the city and evaluative opinions about all spheres of urban vital functions. There are two basic ways of image forming: «from the top» and «from bellow». In the first case the subject of forming is administrative authorities. In the second case the subject is the citizens. The citizens as the social community are a customer and a producer of city image simultaneously. It is analyzed the data of sociological survey of Ekaterinburg residents. The sample is 385 citizens. The type of selection is a quota sample. The data shows that the citizens consider that civic authorities are the main subject of city image forming. City image is formed spontaneously in the process of social actions and interactions of citizens. A little more then half of the pollees considers that citizens also influence on city image. Citizen’s participation in forming of image can be purposeful in nature and exceeds the limits of daily interactions. In this case the citizens should be an united urban community. Today there is only a forming community in Ekaterinburg. Nearly a half of pollee considers that there is urban activists, but only every fifth rates oneself among them. The analysis of community in virtual social networks shows the positive dynamics: more and more groups are organized and devoted to the city, its problems and the ways to solve it. Recommendations are given how to make the citizens the real active subject of city image forming.

Key words: city; city image; forming of city image; citizens; urban community.

References

1. Abysheva Yu.Yu. Problemaformirovaniya imidzha goroda: sotsialno-upravlencheskiy aspect: aftoref. diss. kand. sotsiol. nauk [The problem of city image forming: a socio-administrative aspect: an abstract of thesis Prepared by candidate of sociological science]. Nizhni Novgorod, 2005, 24 p. (In Russian).
2. Vazhenina I., Vazhenin S. [Image as a competitiveresourceIn Russian).
3. Weber M. [A city]. Izbrannoe. Obraz obschestva [Selected Works. The image of the society]. Moscow, Yurist Publ., 1994, 704 p. (In Russian).
4. Glazychev V. Slobodizatsiya strany Gardarici [Becoming a village of Gardarika country]. Available at: http://www.glazychev.ru/books/ slobodizatsia.htm (accessed 12.12.2015). (In Russian).
5. Zaslavskaya T. [About a subject-activity aspect of the transformation process]. Kto I kuda stremitsya vesti Rossiyu?.. Aktory makro-, mezo- I mikrourovney sovremennogo transformatsionnogo protsessa [Who and where are going to conduct Russia?.. The macro-, meso- and micro-level actors of the modern transformation process]. Moscow, MVSHSEN Publ., 2001, 416 p. (In Russian).
6. Cotler Ph., Asplund Ch., Rein I., Haider D. Marketing mest. Privlechenie investiciy, predpriyatiy, zhiteley i turistov v goroda, komunny, regiony i strany Evropy [Marketing paces Europe. How to attract investments, industries, residents and visitors to cities, communities, regions and nations in Europe]. Saint Petersburg, Stockholm School of Economics in Saint Petersburg Publ., 2005, 376 p. (In Russian).
7. Lynch K. Obraz goroda [The Image of the city]. Moscow, Stroyizdat Publ., 1982, 328 p. (In Russian).
8. Mozolin A. Metodika analiza imidzha i ego polozhenie v informatsionnom prostranstve [The methods of analysis of the image of the city and its position at information space]. Ekaterinburg, AMB Publ., 2004, 44 p. (In Russian).
9. Mesgheryakov T. [The city image as a strategic factor of effective place marketing]. Problemy sovremennoy ekonomiki [The Problems of modern economics]. 2009, no 2(30), pp. 26–33. (In Russian).
10. Panasyuk A. Formirovanie imidzha: strategiya, psihotehnologii, psihotehniki [Image Forming: strategy, psychotechnologies, psychotechnics]. Moscow, Omega-L Publ., 2008, 266 p. (In Russian).
11. Park R. Goroda kak sotsiologicheskaya laboratoriya [The city as a social laboratory]. Sosiologicheskoe obozrenie [Sociological review], 2002, vol. 2, no3, pp. 3–12. (In Russian).
12. Perelygina E. Psikhologiya imidzha [Psychology(In Russian).

The date of the manuscript receipt 21.03.2016

Please cite this article in English as:

Antonova N.L., Rakevich E.V. Citizens as the subject of city image forming // Perm University Herald. Series «Philosophy. Psychology. Sociology». 2016. Iss.2(26). P.160–166. doi: 10.17072/2078-7898/2016-2-160-166