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| FIELD RESONANCE, SCALE TRANSITION AND THE DUAL LOGIC OF COUNTY CULTURAL BRAND: A CASE STUDY OF THE 'VILLAGE FA' EVENT IN R COUNTY |
| RAN Yu-hao1, WANG Huan-ming2 |
1. School of Public Administration and Policy, Renmin University of China, Beijing 100872, China;
2. School of Public Administration and Policy, Dalian University of Technology, Dalian 116081, China |
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Abstract This study introduces a "field-scale" analytical framework to explore the intricate relationships among different fields and the evolution of political scales in the realm of county cultural branding. By examining the case of "Village FA" in R County, the research aims to unravel the underlying mechanisms that contribute to the success of cultural branding initiatives. The findings of this study highlight two main strategies: field resonance and scale transition, which constitute a dual logic that drives the success of cultural branding. Within the economic field, market entities play a crucial role in promoting the co-production of the cultural brand under the guidance of the government. They contribute to the branding process by leveraging their resources and expertise to enhance the city's image and reputation. Turning to the dimension of scale transition, the "Village FA" undergoes three scale transitions: from the village scale to the local scale, then to the national scale, and ultimately to the global scale. The initial transition from the village to the local scale focuses on the integration of local information and the design of a cultural brand that resonates with the local community. The second transition, to the national scale, involves the overall planning and strategic integration of the cultural brand within broader national strategies. Finally, the third transition to the global scale centers on the strengthening and upgrading of the cultural brand from an international perspective.
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Received: 28 August 2024
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Corresponding Authors:
10.13959/j.issn.1003-2398.2025.05.008
E-mail: whm715@dlut.edu.cn
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