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Valencia, imagen en estado de incertidumbre

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Presentación Congreso Imagens da Cultura, Oporto 2010

Presentación Congreso Imagens da Cultura, Oporto 2010

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  • 1. . YM BOL A ND S IMAG E RE N ITE CTU CERTAI RCH NA ND ITS U LC AV ARQUITECTURA Y SÍMBOLO. VLC, imagen en estado de incertidumbre Universidade Portucalense, 2 de julio de 2010 Mayka Puche Ruiz
  • 2. 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 IMAGE2. 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
  • 3. DO YOU HAVE ANY IMAGE OF VALENCIA? 3
  • 4. PARADISE WAS NOT IN SPAIN, EVEN THOUGH THERE WERE PEOPLE WHO CONSIDERED THIS BELIEF TRUE, ONLY BECAUSE SPANIARDS CULTIVATED ORANGES!!!! VALENCIA’S ISLAMIC HERITAGE“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 Áfricani en América, ni en Oceanía… Hay quien pretende que elparaíso estaba en Italia, y también quien afirma que estaba enEspaña, porque en este país hay naranjas… ¡Miserablesglotones!” 4 Octave Mirbeau, “Diario de una camarera”
  • 5. CURRENTPRESERVATION OF ISLAMIC CULTURAL HERITAGE IN THE CITY OF VALENCIA 5
  • 6. CULTURAL IMAGES AND FASHION IMAGES 6LOCAL IDENTITY GLOBAL TOURISM
  • 7. CULTURAL IMAGES AND FASHION IMAGESIn despite of this dramatic break, which dates from 10 years ago, In despite of this dramatic break, which dates from 10 years ago, THE “REGIONAL EXHIBITION OF VALENCIA”, HELD IN 1909, THE “REGIONAL EXHIBITION OF VALENCIA”, HELD IN 1909, 7CAN BE CONSIDERED AS THE LINK BETWEEN TRADITIONAL CAN BE CONSIDERED AS THE LINK BETWEEN TRADITIONAL IMAGE AND MAJOR INTERNATIONAL EVENTS IN THE CITY IMAGE AND MAJOR INTERNATIONAL EVENTS IN THE CITY
  • 8. CULTURAL IMAGES AND FASHION IMAGES “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” 8
  • 9. 2 IMAGES OF VALENCIA1st IMAGE, Romantic and Picturesque Valencia:“CITY OF FLOWERS AND ART” 9
  • 10. 2 IMAGES OF VALENCIA THE THERELATIONSHIPRELATIONSHIP BETWEEN BETWEENVALENCIA ANDVALENCIA AND ITS PORT ITS PORT 10
  • 11. 2 IMAGES OF VALENCIA 2nd IMAGE: “CITY OF ARTS AND SCIENCES” and MAJOR INTERNATIONAL EVENTS 11
  • 12. 2 IMAGES OF VALENCIA 12
  • 13. 2 IMAGES OF VALENCIA2nd IMAGE: “CITY OF ARTS ANDSCIENCES”. VLC, where “every street lead to the sea” 13
  • 14. 2 IMAGES OF VALENCIA1st IMAGE, Romantic and Picturesque Valencia:“CITY OF FLOWERS 14 AND ART”
  • 15. 2 IMAGES OF VALENCIA2nd IMAGE: “CITY OF ARTS ANDSCIENCES” on the ancient “Horta” (traditional landscape) 15
  • 16. 2 IMAGES OF VALENCIATHE CITY CENTRETHE CITY CENTRE THE “NEW CITY” WHICH TOURISTS VISIT, NOT APPROACHING THE 16 CITY CENTRE…
  • 17. 2 IMAGES OF VALENCIA THINGS THAT THINGS THAT PEOPLE FROM PEOPLE FROM VALENCIA LIKED VALENCIA LIKED THE MOST (1992): THE MOST (1992): “FALLAS”, “FALLAS”, ORANGES, LIGHT, ORANGES, LIGHT, FLOWERS, FLOWERS, “PAELLA”, SUN, “PAELLA”, SUN, BEAUTY OF THE BEAUTY OF THE CITY AND SEA CITY AND SEA 17
  • 18. 2 IMAGES OF VALENCIAOPERA TENNIS SCIENCE CINEMA PUB IN 2005, 18 % OF PEOPLE FROMVALENCIA THOUGHT THAT THE MOSTIMPORTANT BUILDING IN TOWN WAS THE “CITY OF ARTS AND SCIENCES” 18 IMAGE PROMOTED BY THEIR REGIONAL GOVERNMENT
  • 19. 2 IMAGES OF VALENCIA But behind this idyllic image…WHERE ARE THE PEOPLE FROM VALENCIA? 19
  • 20. “CALATRAVISM”THE WORK AND IMAGES OF SANTIAGO CALATRAVA SPREAD AROUND THEWORLD… OVIEDO, TENERIFE, BUT ALSO ITALY, CANADA, ISRAEL… 20
  • 21. “CALATRAVISM” TRIUMPH OF “CALATRAVISM”: AMONUMENT TO THE CREATOR’S EGO BRANDING OF FASHION SUBDUED TO 21 GLOBAL TOURISM
  • 22. 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 22 OF ARTS AND SCIENCES”
  • 23. PRINCIPAL FINDINGSVALENCIA AS AN “EXPERIENTIAL” DESTINATION 23 PROMOTING NO-NAME TOURIST BRANDS INSTEAD OF TRUE EXPERIENCES IN SPAIN
  • 24. PRINCIPAL FINDINGS THE IMAGE OF VALENCIA NEEDS THINKING AND LOCAL PARTICIPATION After the brief explossion of major international events… people fromValencia will have nothing to relate! 24
  • 25. MUITO OBRIGADA! FOR TRUE IMAGES WITH NO STEREOTYPES 25