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

犹太柏林：这个词一方面指的是德国大屠杀记忆中的一个关键元素，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，近年来形成了一种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裔犹太人生活的真实痕迹的特殊组合。为了参与营销机构、旅游业、城市媒体、创意艺术家、餐饮公司、节日机构的互动，科学开启了一种可以称为城市想象政策的过程。这指的是一种差异化的话语和实践领域；特别是在专业中介团体积极参与生成大城市的特定形象、叙事和符号。他们刻意强调内在逻辑(L，2005年)，将其作为一个独特的卖点，它源于城市地区社会文化发展的历史和经济，获得了如此的历史真实性和新的象征效果(KASCHUBA 2005,2008年4月)。因此，城市想象工程总是指历史图像，例如想象中的象征意义(Appadurai 1998)。拟议的项目假设犹太人的形象代表着今天柏林城市形象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形象、战略、做法和代理人，他们发起并成为这个犹太柏林的一部分。与DFG之前资助的关于犹太人空间：布达佩斯和柏林的历史和象征景观的项目不同，它主要不是关于制作犹太人的自我形象，而是现在特别是关于制作外国形象，为他们的城市地区提供富有想象力的签名。这里的工作假设是，作为一个富有想象力的建筑，这个犹太柏林现在将被重新民族化，并被如此色情：不是作为德国城市的历史部分--被认为是记忆文化，而不仅仅是许多移民-外国城市文化中的一种。

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.