Viviana Marchetti[i] y Ezequiel Viceconte[ii].Marca ciudad Rosario: problematizaciones sobre la máquina expresiva. Intersecciones en Comunicación [online] 2013, n.7. pp. 159-171.

Intersecciones en Comunicación

ISSN 1515-2332 (versión impresa)

ISSN 2250-4184 (versión On-line)

Intersecciones en Comunicación.  n.7 Olavarría ene./dic. 2013

Recibido 26/04/2013

Aceptado 18/08/2013

ABSTRACT

CITY-BRAND ROSARIO: PROBLEMATIZATION ABOUT THE EXPRESIVE MACHINE. Rosario is a vital cultural center of the region, which makes the city becomes a territory in which multiple vectors combine cultural, acquiring a unique profile. While this is a strength, the municipal government launched in 2004 a communication strategy in which it decided to reformulate the Isologotipo, which should express the character of the city, and then apply in other global branding, which also included variants according the target audience. The presence of the brand new city in different parts of urban life resulted in the homogenization of public space under the regime of the logo, because the brand wants to live in areas controlled by it, creating our ways of living one. One problem with this process is the loss of dynamic relationships between cultural.

Keywords: City brand – Rosario - Cultural management – Semiotization – Entertainment - Cultural field.