Buradasınız

Branding the city through culture: Istanbul, European Capital of Culture 2010

Journal Name:

Publication Year:

Author NameUniversity of Author
Abstract (2. Language): 
As cities compete on an international scale to attract visitors, investors, talented people and inhabitants city branding is gaining much more interest. The European Capital of Culture (ECoC) is a city designated by the European Union for a period of one calendar year during which it is given a chance to showcase its cultural life and cultural development. Istanbul (Turkey), one of the most important cities both in the Middle East and Europe, was the ECoC 2010 along with Pécs (Hungary) and Ruhr (Germany). This paper aims to go into the cultural reflections of ECoC 2010 Istanbul with a semiological approach, focusing on the extent to which the city is represented through cultural facilities and events. After looking at the historical and socio-political background of Istanbul, official ECoC Web site and programme book of the city are analyzed. Themes, logos, slogans and the content of the programme are questioned from a critical point of view, with the objective of unveiling the symbolic cultural elements in differentiating city brand. What kinds of associations are based on its urban culture and heritages? Furthermore, the study questions if these cultural elements point the public a specific city portrait drawn by an understanding of culture overlapping with the idea of the authorities holding the political power and dominating the current ideology.

REFERENCES

References: 

Anholt, S. (2010) Definitions of Place Branding- Working towards a resolution. Place
Branding and Public Diplomacy 6(1): 1-10.
_________ (2007) Competitive Identity: The new brand management for nations, cities and
regions. GB: Palgrave Macmillan.
Babkova, S. (2006) Cultural Programmes for Economic Development: A Comparison of
European and Russian Models. Journal of Art Management. Law and Society 36 (3):
197-211.
Chandler, D. (2001) Semiotics: The Basics. Florence. KY, USA: Routledge.
Dinnie, K. (2010) City Branding: Theory and Cases. GB: Palgrave Macmillan.
García, B. (2005) Deconstructing the City of Culture: The long-term cultural legacies of
Glasgow 1990. Urban Studies 42(5/6): 841-868.
Gelder, S.V. and Allan, M. (2006) City Branding: How Cities Compete in the 21st Century.
UK: Primaveraquint.
Griffiths, R. (2006) City/Culture Discourses: Evidence from the Competition to Select the
European Capital of Culture 2008. European Planning Studies 14(4): 415-430.
Nobili, V. (2005) The Role of European Capital of Culture Events within Genoa’s and
Liverpool’s Branding and Positioning Efforts. Place Branding 1(3): 316-328.
Palonen, E. (2010) Multi-Level Cultural Policy and Politics of European Capitals of Culture.
Nordisk Kulturpolitisk Tidskrift 1: 1-24.
Palmer, R. (2004) European Cities and Capitals of Culture: Study Prepared for the
European Commission. Brussels: Palmer-Rae Associates.
Parkerson, B. and Saunders, J. (2004) City Branding: Can goods and services branding
models be used to brand cities? Place Branding 1(3): 242-264.
Richards, G. (2000) The European Cultural Capital event: Strategic weapon in the cultural
arms race? Cultural Policy 6(2): 159–181.
Said, E. (1978) Orientalism. US: Vintage Books Edition.
Seisdedos, G. And Vaggione, P. (2005) The City Branding Processes: The case of Madrid.
Paper presented at 41st ISoCaRP Congress; 17 October, Bilbao, Spain.
Kavaratzis, M. (2011) The Dishonest Relationship Between City Marketing and Culture:
Reflections on the theory and the case of Budapest. Journal of Town and City
Management 1(4): 334-345.
___________. (2007) From City Marketing to City Branding: An interdisciplinary analysis
with reference to Amsterdam, Budapest and Athens. Unpublished Dissertation,
dissertations.ub.rug.nl, 05.02.2011.
___________. (2004) From City Marketing to City Branding: Towards a theoretical
framework for developing city brands. Place Branding 1(1): 58-73.
Kavaratzis, M. And Ashworth, G.J. (2005) City Branding: An effective assertion of identity
or a transitory marketing trick? Tijdschrift voor Economische en Social Geografie 96(5):
506-514.
Kotler, P., Asplund, C., Rein, I. and Heider, D. (1999) Marketing Places Europe: Attracting
Investments, Industries, Residents and Visitors to European Cities, Communities,
Regions and Nations. London: Pearson Edu.Ltd.
Thimm, K. (2010) Culture of Steel, Germany's Ruhr Valley Looks Back to Its Future, Der
Spiegel, 3 may: http://www.spiegel.de/international/0,1518,681791,00.html
Uztuğ, F. (2003) Markan Kadar Konuş:Marka İletişim Stratejileri. İstanbul: MediaCat.
van Leeuwen, T. (2005) Introducing Social Semiotics. Routledge: e-book.
Zhuanqing, C. (2010) The Strategic Research on Zhongyuan Culture and City Brand
Marketing. Paper presented at the International Marketing Science and Management
Technology Conference, 7 August, Shaoxing, China.

Thank you for copying data from http://www.arastirmax.com