The chapter delves into the ongoing debate on e-governance, concentrating on the relationship between language use and other dimensions of social life such as identity and belonging as they are discursively encoded online. It suggests that new media communication may work as a tool of social cohesion and inclusion. By looking at linguistic evidence, it explores the issue of the discursive construction of urban identities within and across different groups, the tensions between real and imagined communities that occur, as well as the rhetoric of multiculturalism and urban regeneration across different digital platforms, from official websites to the social web. The policy impact of city branding is emphasised more than its marketing dimension to show the interconnection between the sharing of communicative flows and political culture.