معماری و شهرسازی آرمان شهر

معماری و شهرسازی آرمان شهر

برندسازی شهری و چالش‌های کیفیت مکانی (خوانشی انتقادی از بازنمایی‌های متناقض در چهار کلان‌شهر جهانی)

نوع مقاله : مقاله پژوهشی

نویسندگان
1 کارشناسی ارشد طراحی شهری، دانشکده معماری و شهرسازی، دانشگاه فردوسی مشهد، مشهد، ایران.
2 استادیار گروه شهرسازی، دانشکده معماری و شهرسازی، دانشگاه فردوسی مشهد، مشهد، ایران (نویسنده مسئول).
10.22034/aaud.2025.461796.2892
چکیده
در عصر جهانی‌شدن و رقابت‌پذیری شهری، شهرها به دنبال راهکارهایی هستند تا بتوانند خود را در عرصه‌های جهانی و بین‌المللی مطرح کنند. برندسازی شهری به‌عنوان یکی از استراتژی‌های پیچیده و بین رشته‌ای جهت ارتقاء مزیت رقابتی در یک شهر، با هدف ارائه تصویر مثبت از آن مکان در توسعه‌بخش‌های اقتصادی، اجتماعی، فیزیکی و بهبود کیفیت زندگی اهمیت روزافزونی پیدا کرده است. هدف این مطالعه بررسی چگونگی تأثیرپذیری کیفیت‌های ملموس مکانی از برندسازی شهری در بستر جهانی‌شدن و تحلیل پیامدهای متناقض آن بر بازیگران هدف در فضا است. مطالعه حاضر تلاش دارد تا با تمرکز بر تجربه چهار شهر جهانی، به شناخت دقیق‌تری از تاثیر و تاثر کیفیت ملموس مکان و استراتژی برندسازی شهری دست یابد. در این مطالعه پس از جمع‌آوری اطلاعات، تعدادی از پروژه‌های منتخب در چهار شهر نیویورک، لندن، شانگهای و هنگ‌کنگ به‌منظور شناسایی کیفیت‌های مکانی متأثر از برندسازی شهری بررسی و سپس اقدامات صورت‌گرفته براساس اسناد مطالعاتی به کمک نرم‌افزار MAXQDA نسخه 2018 مورد تحلیل محتوا قرار گرفته است. یافته‌های این مطالعه مستخرج از برخی کیفیت‌های مکانی مورد تأکید پژوهشگران حوزه طراحی شهری در بستر برندسازی شهری و همچنین بررسی تحولات فضاهای شهری منتخب در چهار شهر جهانی نیویورک، لندن، شانگهای و هنگ‌کنگ در راستای تحقق برندسازی شهری است. نتیجه مطالعه معرف کیفیت‌های مکانی است که برندسازی شهری آن‌ها را متأثر کرده است و شامل یازده کیفیت کلیدی (میراث ناملموس فرهنگی، هویت‌مندی و حس تعلق، وجود ساختمان‌های با معماری نمادین، گردشگرپذیری، دسترسی مناسب و شبکه حمل‌ونقل عمومی کارا، اجتماع‌پذیری و حضورپذیری، انعطاف‌پذیری، پذیرش میراث و ارزش‌های معمارانه بومی، پیاده‌مداری، رویدادمداری، تنوع عملکردی و کاربری‌های مختلط) است. در ادامه نحوه تأثیرپذیری این کیفیت‌ها و تفسیر آن‌ در بستر برندسازی شرح داده شده است که در یک تعادل نامتقارن برخی از کیفیت‌های مکانی ارتقا و برخی دیگر تنزل ‌یافته است. از آن‌جا که برندسازی شهری موضوع دوپهلویی است که متاثر از نیروهای درون‌سر و برون‌سر نمود پیدا ‌می‌کند؛ با تمرکز بر ارتقاء تصویر شهر، کیفیت‌های مکانی را به‌گونه‌ای متناقض دستخوش تغییر کرده، هر چند برخی از این کیفیت‌ها مانند: رویدادمداری و وجود ساختمان‌های با معماری نمادین متأثر از دیگر متغیرهای میانجی هستند.
کلیدواژه‌ها

عنوان مقاله English

Urban Branding and the Challenges of Place Quality (A Critical Reading of Contradictory Representations in Four Global Cities)

نویسندگان English

Fatemeh Baratzadeh 1
Hooman Ghahremani 2
1 M.A. of Urban Design, Faculty of Architecture and Urbanism, Ferdowsi University of Mashhad, Mashhad, Iran.
2 Assistant Professor of Urban Design, Faculty of Architecture and Urbanism, Ferdowsi University of Mashhad, Mashhad, Iran (Corresponding Author).
چکیده English

In the context of globalization and urban competitiveness, cities are striving to develop strategies and initiatives to enhance their prominence on global and international stages. Urban branding is a tool that enhances a city's competitive advantage by presenting a positive image, which contributes to economic, social, and physical development, thereby improving the overall quality of life. This study aims to examine how tangible place qualities are influenced by urban branding within the context of globalization, and to analyze the contradictory impacts of these transformations on target stakeholders in space. Focusing on the experiences of four global cities, the research seeks to gain a deeper understanding of the mutual influence between tangible place qualities and urban branding strategies. Following the data collection phase, selected projects in four cities —New York, London, Shanghai, and Hong Kong —were examined to identify the place qualities shaped by urban branding. The actions taken in these projects were analyzed through content analysis using MAXQDA software (version 2018), based on relevant documentary sources. The findings of this study are derived from certain place qualities emphasized by scholars in the field of urban design within the framework of urban branding, as well as from an analysis of the transformations observed in selected urban spaces across four global cities—New York, London, Shanghai, and Hong Kong, aimed at achieving urban branding goals. The results highlight specific place qualities that have been influenced by urban branding, encompassing eleven key attributes: intangible cultural heritage, identity and sense of place, building with symbolic architecture, tourism receptivity, efficient access and public transportation network, sociability, flexibility, heritage acceptance and local architectural values, pedestrianization,  eventfulness, functional diversity and mixed uses. In what follows, the manner in which these qualities are influenced and interpreted within the context of branding is explained, showing that in an asymmetric balance, some place qualities have been enhanced while others have declined. Since urban branding is an ambivalent issue that emerges under the influence of both endogenous and exogenous forces, its focus on enhancing the city’s image has paradoxically transformed spatial qualities. However, some of these qualities—such as eventfulness and buildings with symbolic architecture—are affected by other mediating variables.

کلیدواژه‌ها English

Urban Branding
Globalization
Challenge of Place Quality
Representation of Urban
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دوره 18، شماره 51
تابستان 1404
صفحه 35-57

  • تاریخ دریافت 26 خرداد 1403
  • تاریخ بازنگری 31 اردیبهشت 1404
  • تاریخ پذیرش 09 تیر 1404