Abstract
Introduction: New York, Capital of the 1970s. Prologue: From the Standpoint of the Out-of-Towner 1. Branding and the Neoliberal City Part 1: From Image Crisis to Fiscal Crisis: 1964-1974 2. It's a Small World After All: The Rise of New York Media the End of Boosterism 3. Style & Power: the Common Sense of New York Magazine 4. Selling the City in Crisis: Big Apple and the Invention of the Public Private Partnership Part 2: The Battle to Brand New York: 1975-1985 5. Welcome to Fear City 6. The Limits of Branding: From 'Big Apple' to the 'Summer of Sam' 7. Purging New York through I(c) NY 8. Conclusion: The Legacy of the 1970s 9. New York City as a Symbol of Neoliberalism. Epilogue: Re-Branding New York after the World Trade Center
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