Unruly urban brands: how informal image-makers are reshaping post-industrial Detroit and Newcastle

Long frustrated by negative portrayals of their cities in the media and public sphere, local stakeholders in Detroit, USA and Newcastle, Australia have undertaken various efforts designed to reshape the image of these transitioning post-industrial cities. This thesis explores the current state of promotional reimaging practices in the two cities through detailed case studies, with a focus on efforts by individuals and organizations outside of government. While entrepreneurial reimaging strategies have been a feature of post-industrial urban governance for decades, much of the related academic research has focused on top-down urban branding campaigns coordinated by local officials. This urban branding literature provides only a partial explanation for the reimaging practices now occurring in Detroit and Newcastle, where government-led rebranding has been limited for financial and political reasons. This thesis complements the existing literature by exploring the reimaging role being played by unofficial participants like entrepreneurs, artists, bloggers and DIY urbanists. To develop a broader perspective on how reimaging is occurring in these cities the thesis looks beyond the existing urban branding literature to consider other strands of relevant urban theory, from everyday urbanism to place theory to network analysis. Building on this wide-ranging theoretical foundation, the case studies draw on in-depth interviews to provide a detailed examination of reimaging efforts in Detroit and Newcastle. In particular, the case studies explore who is engaged in trying to reshape the image of these cities, what motivates them to become involved, and what tools they are employing to achieve these goals. The cases also explore the narratives being promoted by participants, and how these reflect different possible futures for the two cities. In these ways the cases identify important connections between contemporary reimaging practices and other current urban trends including DIY urbanism, place-making and social media use. The research also sheds light on the layered nature of reimaging practices and how they reflect ongoing urban debates over gentrification, social justice and democracy versus privatization. It provides a new perspective on the complex dynamics of cities in transition, highlighting the need for a broader understanding of the role of reimaging efforts in reshaping these places