Postmodernity and economic globalization incite countries, regions, and cities to compete for investments, consumers, and resources. In aspiring for a new position in this global market, cities utilize new urban practices that lead them to rediscover and reinvent identities and traditions. In Rio de Janeiro, the mythical dimension of the South Zone is inseparably incorporated to its identity. In evaluating the history of the imagery linked to the beaches and the projects for the waterfront, one may observe a social construction of a reality that is marked by a continuous redesigning of symbols but also by a discontinuity in the history of urban interventions. Although tourism and marketing continually praise the waterfront as a fundamental factor in the image of the city, a continuous public management process never really existed. The city managers must understand the beaches, the waterfront, and development along the shoreline as important resources in a continuous process of social construction of a reality that should not only address their images as commodities but should treat them as inseparable from the city's daily public and social lives.
This paper analyses the importance of commercial signs in contemporary cities, and explores the theoretical concepts that might be helpful in understanding the operation of commercial signage controls in historic places. The focus is on issues that cluster around theories of consumer culture, as well as on the practices of city centre management, city marketing and urban tourism. The discussion is predominantly concerned with commercial city centres because these are places where different functions and meanings coexist. They are often places where different commercial and non-commercial interests have to be managed or reconciled. City centres are also public areas where human experience is given meaning and valorised through signs, symbols and patterns of behaviour, which result from a combination of physical and symbolic factors of the built environment. In many cases, the commercial city centre
coincides with the historic core of a city, and the challenge of the local authority is to combine all functions with the preservation of historic buildings and places. At the end, this paper discusses how forms of aesthetic control over commercial signage can be applied to preserve local identity and stimulate commercial and touristic activities simultaneously.
Parallel to the recent rise in interest in public spaces, the proliferation of alluring, distinctive and exclusive public spaces in many post-industrial cities raises the question of how far these environments are truly ‘public’. This paper discusses the question of the ‘publicness’ of contemporary public spaces in Britain, where they have been placed at the top of the political agenda of the Labour Governments since the late- 1990s. Studying in depth the changing ‘publicness’ of the Grey’s Monument Area (GMA), a public space recently refurbished in the city centre of Newcastle upon Tyne, regarding the dimensions of ‘access’, ‘actor’ and ‘interest’, the paper seeks to show that, contrary to the wide recognition of diminishing ‘publicness’ of contemporary public spaces in urban design and planning literature, the recent refurbishment has in fact had both positive and negative impacts on the ‘publicness’ of the GMA. The paper concludes that contemporary public spaces may show different shades of ‘publicness’, in which degrees of ‘access’, ‘actor’ and ‘interest’ can vary widely, and seeks to underline the emerging trends and threats of: (i) the blurring distinction between public and private spaces, and (ii) image-led regeneration strategies dominating everyday society’s needs and civic functions of genuine ‘public’ spaces, and ultimately violating the ‘publicness’ of public realms in post-industrial cities.
