Cultural and creative quarters: An analysis of their problems from a communication approach

Abstract

Previous urban and sociological research on cultural and creative quarters has identified gentrification, globalization and lack of citizen participation as key issues hindering the sustainability of these areas. This research analyses these issues from a communication and branding approach in three case studies of cultural and creative quarters in the United Kingdom: Digbeth (Birmingham), St. George’s Quarter (Leicester) and the Ouseburn Valley (Newcastle upon Tyne). In total, 64 participant observations and 24 in-depth interviews were developed. Besides, primary and secondary sources, such as maps, brochures, tourism guides, newspapers and scientific studies about these areas were analysed, thus achieving methodological triangulation. The results obtained were contrasted through Grounded Theory, in a way that data was obtained and iteratively analysed. This study adds new evidence pointing to gentrification and lack of citizen participation as issues that cultural and creative quarters face when being implemented and communicated. Furthermore, a new problem is identified. Namely, the lack of similarity between a quarter’s brand identity (theoretically related to revitalization and renewal) and its brand image (real values associated by their users, linked to insecurity and dirtiness).