Wollongong, Australia Case Study - Rebranding Flashcards
Outline the geographical area of Wollongong.
South East Australia, 80km south of Sydney, in Illawarra region
What was the significance of Wollongong in the 20th century?
Growth of metal refining and processing industry, contributing to large expansion of city’s population
What were two other important elements of Wollongong’s economy historically?
Tourism, university
What was the socio-economic impact of the Australian government reducing their support of Wollongong’s steel-making?
Thousands of jobs were lost
What were four social impacts of the economic decline?
employment x 3 average, unions left-wing stance, Sydney Olympics created drastic contrast, ‘Wentworth Street’ known for sex-work
What were five of the attempts made to diversify the local economy?
Tuna processing plan, aerospace factory, Sydney’s second airport, ski lift/gondola, tourists/leisure hub
How did the local community hinder rebranding attempts?
Pride in their working class identity
How did the area’s history of metal work prevent successful rebranding attempts?
Existing steelworks acted as eyesore
How did rebranding efforts cause issues within the local community?
Social exclusion exacerbated by focus on white, thin, heterosexual couples + nuclear families
What was the consequence of increased social exclusion in Wollongong?
Locals including elderly, migrants, sex worker, unemployed seen as problems and needed to be replaced
How has the area embraced its history in regards to the economy?
Steelworks still open employing blue-collar workforce, Port Kembla major port on east coast, craft industries
