A MODEL PROPOSAL FOR THE BRANDING OF IZMIR AND THE FUNCTION OF DIGITAL NEWSPAPERS
Project no. 20956 · Status: Kapanmış · 2019
Summary
ABSTRACT Today, cities have also been marketed with the globalization process. The most important step in the marketing process of cities becomes evident in the form of city branding. When the researches about brand cities in the world are examined, it is observed that İzmir is not in the place it deserves. Although İzmir is a city with rich opportunities in the branding process, it is observed that it is not a brand city. At this point, the continuity and timeliness of branding steps are important for İzmir. A sustainable branding policy will both reveal the difference of İzmir and ensure that it has a stronger image in national and international platforms. At this point, it is imperative to determine an important brand identity strategy in order to position İzmir as a brand city. This process can only be carried out with the support of the media, in particular, with the support of digital newspapers that provide access to anywhere, anytime. In this context, digital newspapers stand out as an important tool for İzmir to become a brand city. This situation made it necessary to investigate the importance of digital newspapers on İzmir's brand city and how it changed this process. Therefore, in this project, Turkey's highest percentage of visitors with 8 in the digital newspaper (Hurriyet, Milliyet, Sabah, Yeni Safak, Yeni Akit, Akşam, Haberturk) were examined with news content analysis method for 475 Izmir and analyzed by this method It was. Research; worldwide most visited websites statistic that Alexa.co data according to how news stories most read that defines Izmir in digital newspaper values in Turkey, aimed the digital newspaper to Izmir brand the city in the direction of the function and to reveal its importance. According to the project results; it is seen that digital newspapers position İzmir mostly as an industry, agriculture and trade sector. In digital newspapers, İzmir is highlighted with goodwill value. These digital newspaper representations for İzmir have not been able to make İzmir a brand city. In this context, digital newspapers should represent differently regarding the values for İzmir. When the news distribution regarding the values defining İzmir in digital newspapers is analyzed, it is seen that İzmir is the most prominent in the category of objective indicators. The rate for this category is 69%. It is observed that the value that defines İzmir in this category is concentrated in the sub-category of Industry, Agriculture and Trade Sector. Considering the distribution of Abstract Indicators, one of the indicators defining İzmir, the ratio of this category is 9%. One of the most prominent abstract indicators defining İzmir is the Goodwill subcategory. The rate related to daily life practices is 22%. In this category, the highest number of Smuggling and Robbery in Izmir is. It is striking that it gains value in the context of news related to the Inflammatory crimes. In this context, when we look at the values that define İzmir in general, it is seen that İzmir is the city of Industry, Agriculture and Trade and it is a city of Goodwill. Smuggling, Robbery and Disgraceful crimes come to the forefront in daily life practices, one of the values that define İzmir in newspapers. This situation creates a false perception towards İzmir. Urgent correction of this perception is important for the city to become a brand city. The representation of İzmir in digital newspapers as such did not contribute to its branding. For this reason, the identification of the city over other sub-categories in the objective indicators category, thus being visible in digital newspapers, will contribute to branding. In addition, it is imperative that the aspects of İzmir such as hospitality, sincere behavior and generosity are brought to the forefront in order to become a brand city.