From Trauma to the Brand?The Jewish Berlin between Politics of Memory and urban Marketing

犹太柏林：这个词一方面是指德国大屠杀记忆的一个关键要素，另一方面也越来越多地指一个新的旅游品牌。在首都的营销实践中，近年来形成了一种特定的历史城市形象，现在呈现出一种特殊的混合历史形象，体验历史，当前的记忆文化以及对失去的德国犹太人生活的真实痕迹的承诺。为了在营销机构、旅游业、城市媒体、创意艺术家、餐饮承办商、节日机构和科学机构之间相互作用，最终启动了一个可以称为城市想象政策的过程。这是指话语和实践领域的分化；特别是在专业代理群体中，他们积极参与到大城市的具体形象、叙事和符号的生成中。他们刻意强调内在逻辑（LÖW 2005）作为一个独特的卖点，从城市地区的社会文化发展的历史和经济中汲取养分，获得如此的历史合理性，并取得新的象征效果（KASCHUBA 2005, FÄRBER 2008）。因此，城市想象总是指的是历史图像，例如想象的象征主义（APPADURAI 1998）。提议的项目假设犹太人的形象代表了今天柏林城市形象工程过程中的一个基本核心品牌。因此，该项目旨在观察和分析那些发起并成为这个犹太柏林一部分的形象、策略、做法和代理人。与之前dfg资助的犹太空间项目不同：布达佩斯和柏林的历史和象征性景观，它主要不是关于犹太人自我形象的生产，而是现在特别关注外国形象的生产，为他们的城市地区提供富有想象力的签名。这里的假设是，犹太人的柏林作为一个富有想象力的建筑，现在将被重新民族化和色情化：不是作为德国城市的历史组成部分，也不是作为被认为是记忆文化的一部分，而是不仅仅是众多外来移民城市文化中的一个。

Jewish Berlin: This term refers on one hand to a key element of German Holocaust memory, on the other hand increasingly, to a new tourism brand. In the marketing practice of the capital, a specific historical city image has been evolved in recent years, which now presents a special mix of historical images, experiential history, current culture of memory and the promise of authentic traces of the lost German-Jewish life.In order to be in the interplay of marketing agencies, the tourism industry, the urban media, creative artists, caterers, festival agencies and finally the science initiated a process that can be called a policy of urban imagineering. This refers to a differentiated discourse and practice field; especially in the professional agent groups are actively involved to generate the specific images, narratives and symbols of the big cities. They deliberately accentuate the inherent logic (LÖW 2005) as a unique selling point, which feeds from the history and economics from the social and cultural development of urban areas and receives so historical plausibility and achieves new symbolic effect (KASCHUBA 2005, FÄRBER 2008). Urban imagineering thus always refers to both the historical images, such as to the symbolism of an imaginary (APPADURAI 1998). The proposed project assumes that the Images of the Jewish represent today a fundamental core brand in the process of urban imageneering of Berlin. Therefore the project intends to observe and analyze those images, strategies, practices and agents, who initiated and are part of this Jewish Berlin. In contrast to the previous DFG-funded project on Jewish Spaces: historical and symbolic landscapes in Budapest and Berlin, it is not primarily about the production of Jewish self-images, but now especially about the production of foreign images that lend imaginative signature to their urban areas. The working hypothesis here is that this Jewish Berlin as an imaginative construct is going to be now re-ethnicised and so eroticized: not as a historical part of German city- and culture of memory considered to be, but more than one of the many migrant-foreign urban cultures.