Valencia, imagen en estado de incertidumbre
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Transcript of Valencia, imagen en estado de incertidumbre
ARQUITECTURA Y SÍMBOLO. VLC, imagen en estado de incertidumbre
Universidade Portucalense, 2 de julio de 2010Mayka Puche Ruiz
ARCHITECTURE AND SYMBOL.
VLC AND ITS UNCERTAIN IMAGE
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ARCHITECTURE AND SYMBOL
MAIN GOALS OF THE RESEARCH:1. To analyze the 2 images (BRANDING) of the city
of Valencia:-”CITY OF FLOWERS AND ART” CULTURAL IMAGE
-”CITY OF ARTS AND SCIENCES” FASHION IMAGE
2. To show how the loss of the cultural image of Valencia does not allow the inhabitants of the city to project their true identity 2
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DO YOU HAVE ANY IMAGE OF VALENCIA?
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“El paraíso terrenal, hijos míos, no estaba en Port Lançon, aunque muchos lo afirmen, ni en el departamento de Seine- Inférieure…, ni en Normandía…, ni en París…, ni en Francia. No estaba tampoco en ninguna parte de Europa, ni en África ni en América, ni en Oceanía… Hay quien pretende que el paraíso estaba en Italia, y también quien afirma que estaba en España, porque en este país hay naranjas… ¡Miserables glotones!”
Octave Mirbeau, “Diario de una camarera”
PARADISE WAS NOT IN SPAIN, EVEN THOUGH THERE WERE
PEOPLE WHO CONSIDERED THIS BELIEF TRUE, ONLY BECAUSE
SPANIARDS CULTIVATED ORANGES!!!!
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VALENCIA’S ISLAMIC HERITAGE
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CURRENT PRESERVATION
OF ISLAMIC CULTURAL
HERITAGE IN THE CITY OF VALENCIA
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CULTURAL IMAGES AND FASHION IMAGES
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LOCAL IDENTITY GLOBAL TOURISM
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CULTURAL IMAGES ANDFASHION IMAGES
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In despite of this dramatic break, which dates from 10 years ago, THE “REGIONAL EXHIBITION OF VALENCIA”, HELD IN
1909, CAN BE CONSIDERED AS THE LINK BETWEEN TRADITIONAL IMAGE AND MAJOR INTERNATIONAL EVENTS
IN THE CITY
In despite of this dramatic break, which dates from 10 years ago, THE “REGIONAL EXHIBITION OF VALENCIA”, HELD IN
1909, CAN BE CONSIDERED AS THE LINK BETWEEN TRADITIONAL IMAGE AND MAJOR INTERNATIONAL EVENTS
IN THE CITY
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CULTURAL IMAGES AND FASHION IMAGES
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“THIS CITY IS ANOTHER WORLD” , the adverts
say… We are not certain about the fact that the
“City of Arts and Sciences” is another
world, but it isn’t Valencia at all!!!!!!!!
“CITY OF ARTS AND SCIENCES”
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2 IMAGES OF VALENCIA
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1st IMAGE, Romantic and Picturesque Valencia:
“CITY OF FLOWERS AND ART”
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2 IMAGES OF VALENCIA
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THE RELATIONSHIP
BETWEEN VALENCIA AND
ITS PORT
THE RELATIONSHIP
BETWEEN VALENCIA AND
ITS PORT
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2 IMAGES OF VALENCIA
2nd IMAGE: “CITY OF ARTS AND SCIENCES” and MAJOR
INTERNATIONAL EVENTS
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2 IMAGES OF VALENCIA
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2 IMAGES OF VALENCIA
2nd IMAGE: “CITY OF ARTS AND SCIENCES”. VLC, where
“every street lead to the sea”
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2 IMAGES OF VALENCIA
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1st IMAGE, Romantic and Picturesque Valencia:
“CITY OF FLOWERS AND ART”
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2 IMAGES OF VALENCIA
2nd IMAGE: “CITY OF ARTS AND
SCIENCES” on the ancient “Horta”
(traditional landscape)
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2 IMAGES OF VALENCIA
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THE CITY CENTRETHE CITY CENTRETHE “NEW CITY”
WHICH TOURISTS VISIT, NOT APPROACHING THE
CITY CENTRE…
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2 IMAGES OF VALENCIA
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THINGS THAT PEOPLE FROM
VALENCIA LIKED THE MOST
(1992): “FALLAS”,
ORANGES, LIGHT, FLOWERS,
“PAELLA”, SUN, BEAUTY OF THE CITY AND SEA
THINGS THAT PEOPLE FROM
VALENCIA LIKED THE MOST
(1992): “FALLAS”,
ORANGES, LIGHT, FLOWERS,
“PAELLA”, SUN, BEAUTY OF THE CITY AND SEA
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2 IMAGES OF VALENCIA
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IN 2005, 18 % OF PEOPLE FROM VALENCIA THOUGHT THAT THE MOST IMPORTANT BUILDING IN TOWN WAS THE “CITY OF ARTS AND SCIENCES”
IMAGE PROMOTED BY THEIR REGIONAL GOVERNMENT
OPERA
CINEMA
PUB
SCIENCETENNIS
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2 IMAGES OF VALENCIA
But behind this idyllic image… WHERE ARE THE PEOPLE FROM
VALENCIA?
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“CALATRAVISM”
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THE WORK AND IMAGES OF SANTIAGO CALATRAVA SPREAD AROUND THE
WORLD… OVIEDO, TENERIFE, BUT ALSO ITALY, CANADA, ISRAEL…
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“CALATRAVISM”
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TRIUMPH OF “CALATRAVISM”: A MONUMENT TO THE CREATOR’S EGO
BRANDING OF FASHION SUBDUED
TO GLOBAL TOURISM
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PRINCIPAL FINDINGS The break between the “CITY OF
FLOWERS AND ART” and the “CITY OF ARTS AND SCIENCES” is not a natural evolution of the image of Valencia
Its inhabitants had given up their cultural past and local identity yearning for a false image based on global tourism
The only image which tourists search in Valencia is the “CITY OF ARTS AND SCIENCES”
The only image promoted by Valencian Government is the “CITY OF ARTS AND SCIENCES”
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PRINCIPAL FINDINGS
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VALENCIA AS AN “EXPERIENTIAL” DESTINATION
PROMOTING NO-NAME TOURIST BRANDSINSTEAD OF TRUE EXPERIENCES IN SPAIN
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PRINCIPAL FINDINGS
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After the brief explossion of major international events… people from
Valencia will have nothing to relate!
THE IMAGE OF VALENCIA NEEDS THINKING AND LOCAL PARTICIPATION
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MUITO OBRIGADA!
FOR TRUE IMAGES WITH NO STEREOTYPES