While traditional communication approaches in journalism, public relations, and marketing focus on rational strategies when presenting news, commodities, products, and services to passive consumers and citizens, more recent approaches have abandoned behaviouristic methods and theories in favour of more user and receiver involving models, congruent with the experience-seeking consumers. Experience communication and storytelling revisited have thus found their way to marketing (viral, tribal, guerrilla empowerment marketing, anti-marketing, etc.), PR, and journalism, but are largely unexplored in the urban context.

Consumption is staged and conceived as a holistic experience calling for integrated and creative marketing and communication models . A new type of consumer is appearing on the stage: the hyper-modern consumer - a consumer seeking experiences in a tribalized society, in which networks and relationships are crucial, providing unexplored opportunities for knowledge sharing and informal learning. Thus, the hypothesis is that the conceptualization of the hyper-modern citizen as a co-producer and co-creator will enrich our understanding of digital urban living. With the aim of exploring new forms of communication strategies and interactions in urban space, the basic research questions to be addressed are:

1. What characterizes, and how is it possible to interact with the hyper-modern citizen, taking into consideration his/her digital urban living?
2. How is the hyper-modern citizen constituted within digital urban living across civic communication, hyper-local news, digital art, branding, learning, and community building?

Inquiries about the project can be directed to associate professor Anne Ellerup.