Social Representations; brand identity; brand image; destination@-branding; European Capitals.

02 Pubblicazione su volume
DE ROSA Anna Maria Silvana, BOCCI Elena

As part of the wider research program initiated by de Rosa in the 1980s (cfr inter alia: de Rosa,
1995, 1997, 2013; de Rosa, Antonelli & Calogero, 1995) on “Place-identity and Social
Representations of European Capitals in First Visitors of Six Different Nationalities”, this
contribution is included in the "field studies", with particular reference to the data collection carried
out in 2014 in the city of Paris, focusing some aspects of the follow-up/extension of the research
conducted by de Rosa & d'Ambrosio in 2006 on the Paris underground and overground (de Rosa &
d'Ambrosio, 2010, 2011).
Inspired by the Theory of Social Representations (SRT) (Moscovici, 1961/1976, Jodelet, 1989a) the
study focuses the dynamic relationship between social representations and social practices.
Moreover, the “modelling approach” - developed by de Rosa (2013, 2014) - has been applied as
paradigmatic option specific to this research field, articulating different SRT’s
constructs/dimensions, other constructs/theories and methods based on verbal/textual and iconic
communicative channels.
The objective of this contribution is to study, on one hand, the system of attribution of meaning to
the different spatial dimensions of the city of Paris, with particular reference to the "underground"
and the "over-ground", and on the other, to analyse the differences in the representations of 50
subjects of different professional groups:
• employees in surface transport (trams, buses, taxis);
• employees in the subsoil (underground, RER).
We expected differences not only in the articulation of the social representations of the city on the
surface and the subsoil, but also a different positioning of the professional groups: drivers in surface
transport and in the subsoil.
In this contribution we will refer in particular to the results obtained through the technique of free
associations used to describe/characterize the "surface" and the "subsoil" of Paris in the interviewed
drivers. Through the software SPAD (Lebart, Morineau & Beçue, 1989) applied to the stimuli
“surface” and “subsoil” it has been possible to reconstruct the structure and content of the
associated representational fields.
Moreover, contextualizing the study in the light of the terrorist events that hit the city in 2015, in the
wider European scenario, specific attention has been paid to the dimension of risk in the reading of
data from a longitudinal point of view. In particular, we mention some results obtained through the
mental maps that indicated the districts perceived as more dangerous, re-read in relation to the
tragic events occurred in several arrondissements.
Future research developments might contribute to verify if the Parisian districts resulted in 2014 as
mostly affected by the risk perception will be confirmed or the pervasive fear/terror has expanded
the risk perception across the whole Capital City beyond the borders of the “dangerous” areas.
Results of psycho-social researches will contribute to the debate on the best interventions in view of
urban transformations able to improve safety and reduce threats.

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