First International Conference of Young Urban Researchers (FICYUrb)
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Luis Mena Martínez

SALAMANCA, ¿CITY OF CULTURE? ANALYSIS OF THE EFFECTS OF THE IMAGE OF THE CITY AS STRATEGIC INSTRUMENT

Luis Mena Martínez
Department of Sociology and Communication. University of Sal

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     Last modified: May 15, 2007
     Presentation date: 06/12/2007 2:30 PM in ISCTE-II B201
     (View Schedule)

Abstract
On a context of competition between cities, the image of the city acquire a growing significance as strategic instrument for urban development, and amounts of resources are invested into the building and broadcasting of these images. Salamanca summes up its image in the slogan “City of Culture”, built around the ‘european capital of culture’ event in 2002, which is prolonged nowadays. This ‘sold’ image has the advantage of being coherent with the image of the city as it’s noticed by the inhabitants, strenghtening the effects of the city attributes.
From here, we can analyse the outcomes of this shared image of the city for the inhabitans in two senses:
- the employment and demographic effects of the image and their events (2002: European City of Culture; 2005: 250th anniversary of the ‘Plaza Mayor’), noticing its continuity
- the perceived structure of the city, articulated around these atributes, and the social exclussion processes for those people and spaces which does not fit to the designed image

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