City Branding and New Media: Linguistic Perspectives, Discursive Strategies and Multimodality

  • Maria Cristina Paganoni

Table of contents

  1. Front Matter
    Pages i-xii
  2. Maria Cristina Paganoni
    Pages 13-37
  3. Maria Cristina Paganoni
    Pages 96-139
  4. Back Matter
    Pages 140-162

About this book


This book explores city branding in the public sector as an aspect of e-governance from a privileged linguistic, discursive and semiotic perspective. It analyses how local administrations and public bodies engage their stakeholders by addressing key issues such as active citizenship, social inclusion and promotion of cultural heritage and events.


City branding digital genres heritage media discourse multimodality new media world fairs branding e-government governance inclusion linguistics media New Media rhetoric sustainability

Authors and affiliations

  • Maria Cristina Paganoni
    • 1
  1. 1.University of MilanItaly

Bibliographic information