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FrancoAngeli Journals

Papers

No. 4 (2022)

Bologna as a ‘city à la carte’: practice and theory of a (de)generative place branding in the ‘ fourth phase of capitalism’

  • Alessandra Bonazzi
DOI
https://doi.org/10.3280/rgioa4-2022oa14994
Submitted
novembre 22, 2022
Published
2022-12-20

Abstract

Kicking off with Jean Baudrillard’s thoughts on our age’s ‘viral’ phase and Peter Sloterdijk’s on ‘comfort’ and ‘inner space’, the paper analyzes the geography of city branding that since 2014 has regenerated Bologna as a ‘City à la carte’ by redefining the emotional territory of its citizens and reshaping urban policies. As is well known, Bologna’s global brand depends on its generative “City of Food is Bologna” logo (Bonazzi, Frixa, 2019), which has crystallized the spaces of consumption and made of food a ‘fetish’ in keeping with the contemporary documedial capital (Ferraris, 2020; Semi, 2015) and forms of ‘phantasmagoria’.

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