Crafting the idea of multiculturality

The case of Wrocław, European Capital of Culture 2016

Authors

  • Dominika Latusek Kozminski University
  • Magdalena Ratajczak Institute of International Studies, University of Wroclaw

DOI:

https://doi.org/10.58235/sjpa.v18i3.15679

Keywords:

European Capital of Culture, Creative city, Wrocław2016, Cross-cultural management, Cross-cultural communication, City branding

Abstract

This paper describes efforts in creating a new image of the city, on the example of Wrocław in Poland, using the case of its application of European Capital of Culture in 2016. We explore how the idea of multiculturality, that became a leading theme in Wrocław’s application for ECoC 2016, had been crafted in practice in the city that is, in fact, highly homogenous. We also analyze how history is being used in city branding and how it can be creatively used to managed the image of the city among the wide public. We conclude that Wrocław has been successful in creating the image of multiculturality and constitute an interesting example to study by both theoreticians and practitioners of public management.

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Author Biographies

Dominika Latusek, Kozminski University

Dominika Latusek, PhD Associate Professor of Management and Organization Theory at Kozminski University, Visiting Scholar at Institute for Research in Social Sciences at Stanford University. Her research is situated at the interface of interorganizational relations and trust, addressing the issues of networks within and between organizations, trust creation and restoration and metaphors in managerial behavior.

Magdalena Ratajczak, Institute of International Studies, University of Wroclaw

Magdalena Ratajczak, PhD, Assistant professor at the Institute of International Studies, University of Wroclaw (Section of International Communication). Areas of expertise: transcultural communication, diaspora and ethnic media in Europe, studies in cultural pluralism in European media, Swiss multiculturality and Swiss media system.

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Published

2014-09-15

How to Cite

Latusek, D., & Ratajczak, M. (2014). Crafting the idea of multiculturality: The case of Wrocław, European Capital of Culture 2016. Scandinavian Journal of Public Administration, 18(3), 49–66. https://doi.org/10.58235/sjpa.v18i3.15679

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