ABSTRACT
This chapter examines the democratic potential of a place-branding strategy where visual social media is used to engage citizens in co-creating images of the mid-sized Swedish city Landskrona. It presents the empirical case that informs the argument, consisting of citizens experiences of taking part in the imaging of a city via the online photo-sharing and social networking platform Instagram. The theoretical argument is based on a case study of an initiative to market and brand a city involving Instagram implemented by Landskrona, in southern Sweden. Landskrona seems to be among the first to have embraced the strategy of rotation curation on Instagram, and one can expect other cities to emulate the strategy. The chapter examines the democratic potential for a city's branding strategy where social media is used to engage citizens in rotation curation. Digital naturals produce an Instagram gaze that guided their practice and had consequences for the photographs taken and published.
