Analysing the impact of a mega-event on city image by visual methodologies : branding Istanbul during the European capital of culture 2010

Abstract

Istanbul “took the stage” as one of the three European Capital of Culture (ECoC) cities in 2010. In this spectacle, the urban spaces were projected as the theatre decor while residents and visitors became the spectators. The aim of the study is to understand the ways in which ECoC 2010 influenced the city image of Istanbul as a core component of the city brand. The research employs qualitative methods in its analysis of the visual data. The analysed research material is provided by a sample of posters released during Istanbul 2010 among 549 events throughout the year. The researcher adapts a hermeneutic approach to the representations, signs and language as the means of symbolic meaning. The symbolic production and visual representation are therefore investigated firstly through the authoritative and historically constituted discourses in the making of Istanbul image and secondly through the orders of cultural consumption and mediatization of culture through spectacular events. The images and the discourses employed in these posters, swings between the ‘pillars’ of being a global city and native, local and Turkish characteristics of Istanbul. The findings of the analysis demonstrate the image of Istanbul moves between the opposite ends of the contrasting pairs, but could not reach an agreement. This research suggests building a consistent branding strategy and conveying clear messages for the audience. Few studies concentrate on Istanbul ECoC 2010 as a mega-event and some others focus on Istanbul image. However, there is no study examining the impact of a mega-event, such as Istanbul ECoC 2010, on the city image through a visual critical analysis. Thus, the research intends drawing a model for the understanding of the impact of megaevents on the city image and visual representation of this image. This can be useful in understanding similar cases and further research into the processes of city and place branding and image relationships.