The wide use of social media has facilitated new social practices that influence place meaning. This paper uses a double case study of two neighborhood blogs in gentrifying communities, to explore the role of social media in sharing place associations and community formation. Drawing on Collins' theory of interaction ritual chains, this research project investigates how the intertwining of online and offline interaction around the blogs creates interaction chains whereby the place associations of participants in the blog become more aligned, creating an alternative place narrative. Analyses of the dynamics of involvement with the blogs show how social interactions spurred by the blogs generate emotional energy, group solidarity, feelings of morality, meaningful symbols, and feelings of place attachment among the participants. This article illuminates how the emerging process of place (re)making spurred by interaction with the blog emerges from both everyday unplanned behavior and strategic aims of the actors.

Social media have become important platforms for residents to engage with their neighborhood. This paper investigates two Facebook communities that focus in distinctly different ways on Amsterdam-Noord, a gentrifying neighborhood in Amsterdam. Dialogue on both Facebook communities is found to be thoroughly affective, but the kinds of emotions and the way such emotions are generated and shared differ. Through this analysis, this paper seeks to understand how "affective publics" emerge through a specific form of collaborative storytelling, characterized by tone, form as well as rhythm of online interaction. We show how the channeling of affective expression and attunement helps to build two dissimilar collaborative discourses of the neighborhood transformation. We propose the term online affective placemaking to study and articulate such processes. The term points to mediated feelings and urgency to engage, which bonds participants and impacts the social and political landscape within the neighborhood.

Purpose Social media have become a key part of placemaking. Placemaking revolves around collaboration between multiple stakeholders, which requires ongoing two-way communication between local government and citizens. Although social media offer promising tools for local governments and public professionals in placemaking, they have not lived up to their potential. This paper aims to uncover the tensions and challenges that social media bring for public professionals at the street level in placemaking processes. Design/methodology/approach This study aims to fill this gap with a case study of area brokers engaged in online placemaking in Amsterdam. In total, 14 in-depth semi-structured interviews were conducted, focusing on area brokers’ social media practices, perceptions and challenges. The authors used an open coding strategy in the first phase of coding. In the second phase, the authors regrouped codes in thematic categories with the use of sensitizing concepts derived from the theoretical review. Findings The use of social media for placemaking imposes demands on area brokers from three sides: the bureaucracy, the affordances of social media and affective publics. The paper unpacks pressures area brokers are under and the (emotional) labour they carry out to align policy and bureaucratic requirements with adequate communication needed in neighbourhood affairs on social media. The tensions and the multidimensionality of what is required explain the reluctance of area brokers to exploit the potential of social media in their work. Originality/value Several studies have addressed the use of social media in placemaking, but all neglected the perspective of street-level bureaucrats who shape the placemaking process in direct contact with citizens.

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