Prof D McGillivray
No more applications being accepted
Competition Funded PhD Project (European/UK Students Only)
About the Project
In recent years, bidding for and delivering cultural events and festivals has been accorded significant value, predominantly because of their anticipated contribution to economic development and place promotion. Urban environments are now frequently open to being marketed, associated with an overarching brand narrative describing the attributes and aspirations of places. Towns and cities are now increasingly the places of contemporary spectacle, ‘with attention becoming focused on consumption and the nature and potential of urban cultures, diversity and creativity in their space, rather than on production and its spaces’ (Stevenson, 2003: 93). The symbolic elements of a city and its ‘soft’ attributes have become as important to economic development as what it produces – place identity is no longer simply read off from a city’s industrial heritage. Rather, place identity is now frequently associated (in the minds of potential visitors, investors and residents, at least) with what it sells, what it creates and what it represents in terms of aesthetic attributes. As industrial economies have suffered, so the realms of lifestyle and consumption have become the new battlegrounds of urban life. Many post-industrial cities now compete on the basis of image and amenity, focusing on how the place is perceived (and represents itself) internally and the impressions external actors have of it.
This studentship takes the setting of a post-industrial town, Paisley, and explores the role of traditional and social media in creating and circulating messages about its social, cultural and economic histories and with what impact in terms of impressions of Paisley, internally and externally.
The objectives for this doctoral research are as follows:
• To assess the role of the Paisley 2021 UK Capital of Culture bid media campaign (s) in changing external perceptions of Paisley
• To assess the role of the Paisley 2021 UK Capital of Culture bid media campaign (s) in changing internal perceptions of Paisley with its residents
• To analyse the respective effectiveness of broadcast, print and digital media platforms in communicating messages about Paisley
Funding Notes
We are looking for enthusiastic and outstanding candidates with a degree relevant to this project, an excellent attitude to collaborative research, attention to detail, ability to withstand a fast learning curve, good communication skills and most importantly, creative enthusiasm. The scholarship is available to students from the UK and EU. The studentship offers an annual stipend of £14,553 per annum for three years and payment of the tuition fees.
References
The Centre for Culture, Sport and Events (CCSE) – based at UWS Paisley campus – has been established in partnership with Renfrewshire Council. CCSE will provide a space to undertake collaborative research and development work that has relevance for the Renfrewshire area, nationally and internationally. The Centre has been set up to conduct research, development and consultancy aligned to four key themes: place focused culture-led regeneration; arts, cultural diplomacy, and soft power; sport, cultural events and festivals; and, media, communication and digital cultures.
The place focused culture-led regeneration and the media, communication and digital cultures themes seek to support work which aligns with needs identified through the recent Paisley 2021 City of Culture bid and, subsequently, Renfrewshire Council’s ongoing step change work. The step change plan aims to maximise the legacy of Paisley’s bid for UK City of Culture, 2021 and is focused on driving forward the creative, cultural, heritage and digital offer of Paisley and the wider Renfrewshire region. In turn, this will contribute to localised growth and development, tackling poverty and inequality, generating community cohesion and wellbeing.
Currently, CCSE is recruiting for 3 fully funded PhD studentships. Successful candidates will investigate topic-areas identified as being of particular research and development interest to Renfrewshire Council and, which contribute to the Council’s ongoing step change work. The available stipends are intended to support students to research and write a thesis over a 3-year period. Successful candidates will be based at the University’s Paisley Campus and may be embedded for up to 0.4 FTE of their time in the Renfrewshire Council department, or the Health Board, which corresponds to their research topic, if this is deemed appropriate.
To apply for a studentship, applicants should send a two-page proposal for the theme that they are interested.
Interviews will be held in early December 2018 and the studentship will start in February 2019.
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