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Proud to Be Pride: A Content Analysis of City Websites

Artikel i vetenskaplig tidskrift
Författare Nanna Gillberg
Petra Adolfsson
Publicerad i The International Journal of Community Diversity
Volym 14
Nummer/häfte 3
Sidor 1-13
ISSN 2327-2147
Publiceringsår 2015
Publicerad vid Gothenburg Research Institute (GRI)
Centre for Business in Society
Företagsekonomiska institutionen, Management & Organisation
Sidor 1-13
Språk en
Länkar https://gup.ub.gu.se/file/189279
Ämnesord Cities, Diversity, Websites
Ämneskategorier Genusstudier, Mänsklig interaktion med IKT, Sociologi, Företagsekonomi


In today’s society, cities on a global scale are competing for resources and publicity. According to Richard Florida’s creative capital theory, highly educated, creative people are the driving force behind regional economic growth. Creativity has become a main keyword in urban marketing around the world. What the “creative class” is looking for in a place is openness to diversity of all kinds. Hence cities are trying to attract the creative class by communicating this trait. How is diversity in general and gay friendliness more specifically communicated through websites promoting cities? That is the overriding question posed in this article. The article examines the official websites of three of the five largest cities of each continent. Inspired by the work of Florida, the studied websites are seen as examples of how gayness works as a form of cultural capital. The results indicate a variation in how gay friendliness is presented globally, indicating the need for awareness on the part of city marketing officials as to how material is produced and what interests are represented in the final content. The results also suggest that the communication of gayness can be understood as the production of cities as sites of creativity, cosmopolitanism, and coolness.

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