Full text
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| Author(s): |
Natália Pauletto Fragalle
Total Authors: 1
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| Document type: | Master's Dissertation |
| Press: | São Carlos. |
| Institution: | Universidade de São Paulo (USP). Escola de Engenharia de São Carlos (EESC/SBD) |
| Defense date: | 2019-03-22 |
| Examining board members: |
Ruy Sardinha Lopes;
Pedro Fiori Arantes;
Fernanda Ester Sanchez Garcia;
Cibele Saliba Rizek
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| Advisor: | Ruy Sardinha Lopes |
| Abstract | |
This work aimed to understand the processes of building and managing a city brand and its links to the creative city concept, as well as its consequent impact in the urban policies. Here London was taken as a case study, as the capital of the country that first adopted the discourse of creativity in its public policies in the 1990s and as one of the main concentrations of global economic power in contemporary capitalism. It sought to explore how London came to be promoted as a creative city, with culture at the heart of economic and urban development policies. In this sense, this work analysed the process of creation, management and export of the London brand, developed at the turn of the 21st century, showing the tensions and approximations between the different administrations of the British central government and the municipal administrations of London. It also sought to explain how this process culminated in the hosting of the 2012 Olympic Games, used as a tool to direct resources and the media attention towards the mega regeneration project of Londons East End. From the analysis of the new institutional arrangements and the discursive strategies adopted to legitimize the realisation of such a project, this work finally sought to understand the urban implications of the branding process, focusing on the impacts in the East End and more specifically in Hackney Wick promoted as the newest creative hub in London - exploring the tensions between the \'London brand\' and the \'really existing London\'. (AU) | |
| FAPESP's process: | 16/10103-0 - London Calling: the role of culture and creativity in the management of a city-brand |
| Grantee: | Natália Pauletto Fragalle |
| Support Opportunities: | Scholarships in Brazil - Master |