By Maria Cristina Paganoni (auth.)

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Besides a general search engine on the top right of the page, the assets of the navigational layer also include three yellow hyperlinks ‘More stories’, ‘More news’ and ‘More events’ in the central section. At the bottom of the page, on the left, we find a ‘Your Neighboorhood’ search box, granting access to a detailed interactive map on Google, a list of useful places, and four sections with ‘Local Updates’ (on Twitter), ‘Local Events’, ‘Local Council’ and ‘Local Services’. There is also a ‘Your Account’ search box in the middle (‘Use faster, personalised forms to get a council service.

By looking at linguistic evidence, it explores the issue of the discursive construction of urban identities within and across different groups, the tensions between real and imagined communities that occur, as well as the rhetoric of multiculturalism and urban regeneration across different digital platforms, from official websites to the social web. The policy impact of city branding is emphasised more than its marketing dimension to show the interconnection between the sharing of communicative flows and political culture.

The council has clearly focused on what people are asking for’. [ ... ] Additionally, they used language that’s clear for the users rather than the “official” names of departments and such. Everybody knows what “bins” refers to (at least in the United Kingdom), and this makes it much easier for the user than trying to wade through phrases like “Refuse Collection”, “Collection Services”, or “Solid Waste & Recycling” (all of which I found as navigation items on other cities’ website. The site’s designers didn’t take up valuable space on the tiny screen with press releases or photos of the council’s members.

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