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

从创伤到品牌？记忆政治与城市营销之间的犹太柏林

• 批准号: 238925054
• 负责人: Professor Dr. Wolfgang Kaschuba
• 金额: --
• 依托单位: Institut für Europäische Ethnologie
• 依托单位国家: 德国
• 项目类别: Research Grants
• 财政年份: 2013
• 资助国家: 德国
• 起止时间: 2012-12-31 至 2016-12-31
• 项目状态: 已结题
• 来源: https://gepris.dfg.de/gepris/projekt/238925054?language=en
• 关键词: Trauma; Brand; Jewish; Berlin; between

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.

犹太柏林：这个词一方面指的是德国大屠杀记忆的一个关键因素，另一方面越来越多地指的是一个新的旅游品牌。在首都的营销实践中，近年来已经形成了一个特定的历史城市形象，现在呈现出历史形象，体验历史，当前记忆文化和失落的德国犹太人生活真实痕迹的承诺的特殊组合。为了在营销机构，旅游业，城市媒体，创意艺术家，餐饮业，节日机构和最后的科学发起了一个过程，可以被称为城市形象的政策。这指的是一个差异化的话语和实践领域;特别是在专业的代理群体积极参与，以产生特定的图像，叙事和大城市的符号。他们故意强调内在逻辑（LÖW 2005）作为一个独特的卖点，从历史和经济中汲取城市地区的社会和文化发展，并获得如此的历史可持续性，并实现新的象征性效果（KASCHUBA 2005，FÄRBER 2008）。因此，城市意象总是既指历史意象，又指象征性的想象（APPADURAI 1998）。该项目的设想是，犹太人的形象代表了当今柏林城市形象塑造过程中的一个基本核心品牌。因此，该项目旨在观察和分析这些图像，策略，实践和代理人，谁发起和这个犹太柏林的一部分。与之前DFG资助的犹太空间项目：布达佩斯和柏林的历史和象征性景观相比，它主要不是关于犹太人自我形象的制作，而是现在特别关注外国形象的制作，这些形象为他们的城市地区提供了富有想象力的签名。这里的工作假设是，这个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部分--也不是被认为是记忆文化的一部分，而是许多移民-外国城市文化中的一个。