CASE STUDY | Barcelona Flashcards

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1
Q

Why did Barcelona need to rebrand?

A
  • Industrial change and urban issues meant some of Barcelona’s districts were in decline by the 1970s
  • Very high population density (1 million by 1930)
  • General Franco’s regime heavily oppressed Catalan region and culture
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2
Q

What strategies were used in the Barcelona rebranding process?

A

Role of sport
- 1992 Olympic Games, used to generate city-wide developments, presented to inhabitants as a ‘one city’ exercise, aimed to unite the city around a public project
- Barcelona Football Club, strengthened city’s sense of community, flagship location, Nou Camp holds 98,000 spectators
Role of culture
- Distinctive architecture of Antoni Gaudi gave Barcelona buildings that are recognised as World Heritage Sites by UNESCO
- City used the Universal Forum of Cultures in 2004 to promote the regeneration and re imaging of the city
Role of business
- ‘Strategic Metropolitan Plan of Barcelona - Vision 2020’, aim was to position the city as an attractive region for innovative global talent and economic growth
- 2014 became European Capital of Innovation by the EU

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3
Q

Rebranding processes in El Raval

A
  • Museum of Contemporary Art
  • Private university
  • Barcelo Raval Hotel (2008)
  • Casa Camper Hotel
  • 1995 Raval Rambla project, 1700 properties demolished, made space for tree-lined, pedestrianised area
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4
Q

What players were involved and what were their roles?

A

National government
- Olympics
- Barcelona Football Club
- ‘Strategic Metropolitan Plan of Barcelona - Vision 2020’
International bodies
- UNESCO world heritage sites
- EU Innovation Capital
- Raval Rabala 80% EU funded
Individuals
- Distinctive architecture of Antoni Gaudi

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5
Q

How has the rebranding process altered people’s perceptions of Barcelona?

A
  • seen as more environmentally friendly due to more green spaces and the destruction of unattractive, run-down factories
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6
Q

Why may the rebranding be seen as successful?

A
  • socio-economic gains for locals and visitors shown by figures for education, employment , health and crime
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7
Q

Why may the rebranding be seen as unsuccessful?

A
  • gentrification, wealthier people = different perspectives on management of area, social tension due to employment opportunities in demand from the better-off; and high property prices - caused tension between poorer residents and landlords - evidence from graffiti on buildings where this has occurred
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