Papers by Sebastian Beier
Vermarktung von Räumen: Die Effektivität der finnischen Country Branding-Strategie untersucht anhand einer Imageanalyse Finnlands bei deutschen Studierenden. Masterarbeit im Studiengang „Globalisierung, Medien und Kultur (Humangeographie)", 2016
What do you associate spontaneously with Finland? The geographical perception of Northern Europe ... more What do you associate spontaneously with Finland? The geographical perception of Northern Europe by Germans was studied in 2009 by Daniel Schrödl. Shortly after, a Finnish country branding strategy was established in 2010. For the study presented in this thesis, a total of 703 students participated in a survey aimed to measure the success of the Finnish marketing campaign. Survey participants were asked for spontaneous associations and assigned attributes to the Nordic countries, including Finland, Sweden, Norway, Denmark, and Iceland. The success of the Finnish branding strategy is as sessed and evaluated by analysing the survey data collected in this study, and comparing the results to the work of SCHRÖDL (2009). The three pivotal topics of the Finnish strategy paper are Nature, Education, and Functionality (of the society). While it can be shown that the nature-based Finland-image is strong, the categories Education and Functionality are moderate to weak in the perception of the students. The study furthermore reveals a well-marked cultural image of Finland – these associations include sauna, music and the remarkable language. Therefore, one recommendation of the present work is to replace Functionality with Culture as a category in the ongoing strategy. The cultural associations to Finland are stronger than what they are for the other Nordic countries. This category will therefore allow for differentiation within Northern Europe. Differentiation is necessary since to many
students, Scandinavia or Northern Europe is perceived to be a single entity, the parts of which cannot be distinguished between. Within this entity, Finland is the least known and the least present country. Past success of the country branding strategy can be verified for internal branding – that is the marketing of Finland within Finland. In comparing the two studies however, no change of image benefitting the country branding-categories can be determined. Since the strategy is aimed at the year 2030, there are additional research possibilities for future studies.
For some readers it might be something new, to find a work about “gay spaces” in the frame of the... more For some readers it might be something new, to find a work about “gay spaces” in the frame of the geographical discipline. Others might not even know what issues are researchable in this specialized field or why there is a need for researching. Hopefully this essay can give answers to many of the questions that might arise while being confronted for the first time with that topic.
While in this chapter the research methods are unfolded and the topic is integrated in the discipline of geography, the following chapters are filled with more specific content. Chapter 2 defines and discusses terms such as “gay” and “queer” and concepts like “heter-onormativity” or that of “sexualized spaces”. The last concept is leading over to chapter 3, the main chapter, wherein gay spaces are explored from different perspectives – such as the urban/rural difference or the Nordic view – and also critically questioned. The conclusion in chapter 4 is not done in the usual way, but adopts political-geographical concepts of territo-ry and territoriality. The way in which this essay was done is finally reflected in the last chap-ter (5), which also includes acknowledgements and is then followed by the references.
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Papers by Sebastian Beier
students, Scandinavia or Northern Europe is perceived to be a single entity, the parts of which cannot be distinguished between. Within this entity, Finland is the least known and the least present country. Past success of the country branding strategy can be verified for internal branding – that is the marketing of Finland within Finland. In comparing the two studies however, no change of image benefitting the country branding-categories can be determined. Since the strategy is aimed at the year 2030, there are additional research possibilities for future studies.
While in this chapter the research methods are unfolded and the topic is integrated in the discipline of geography, the following chapters are filled with more specific content. Chapter 2 defines and discusses terms such as “gay” and “queer” and concepts like “heter-onormativity” or that of “sexualized spaces”. The last concept is leading over to chapter 3, the main chapter, wherein gay spaces are explored from different perspectives – such as the urban/rural difference or the Nordic view – and also critically questioned. The conclusion in chapter 4 is not done in the usual way, but adopts political-geographical concepts of territo-ry and territoriality. The way in which this essay was done is finally reflected in the last chap-ter (5), which also includes acknowledgements and is then followed by the references.
students, Scandinavia or Northern Europe is perceived to be a single entity, the parts of which cannot be distinguished between. Within this entity, Finland is the least known and the least present country. Past success of the country branding strategy can be verified for internal branding – that is the marketing of Finland within Finland. In comparing the two studies however, no change of image benefitting the country branding-categories can be determined. Since the strategy is aimed at the year 2030, there are additional research possibilities for future studies.
While in this chapter the research methods are unfolded and the topic is integrated in the discipline of geography, the following chapters are filled with more specific content. Chapter 2 defines and discusses terms such as “gay” and “queer” and concepts like “heter-onormativity” or that of “sexualized spaces”. The last concept is leading over to chapter 3, the main chapter, wherein gay spaces are explored from different perspectives – such as the urban/rural difference or the Nordic view – and also critically questioned. The conclusion in chapter 4 is not done in the usual way, but adopts political-geographical concepts of territo-ry and territoriality. The way in which this essay was done is finally reflected in the last chap-ter (5), which also includes acknowledgements and is then followed by the references.