The Naming Game: The Politics of Place Names as Tools for Urban Regenerative Practice? The Naming Game: The Politics of Place Names as Tools for Urban Regenerative Practice? Authors: Ms Gertrude Szili* (PhD Candidate University of South Australia) Dr Matthew Rofe (Lecturer, School of Natural and Built Environments, University of South Australia). *Corresponding Author – Ms Gertrude Szili School of Natural & Built Environments University of South Australia City East Campus BJ2-57 Adelaide SA 5000 Email:
[email protected] KEYWORDS: place names; urban politics; urban regeneration; Port Adelaide Abstract Entrepreneurial initiatives to regenerate disused urban industrial landscapes are now typical of urban renewal programs in Australia. These initiatives involve highly flexible collaborations between public and private sectors that aim to replace the derelict meanings of the industrial past in favour of positive visions of a postindustrial future. To achieve these transformations, highly strategic image reorientation campaigns have become critical to the success of such redevelopments. Involving both physical and discursive reorientations, these campaigns reflect current theorisations on the complexities of landscape. Specifically, the act of creating a new postindustrial place regularly necessitates the destruction of the industrial space. However, the process of sanitising the identities of former industrial landscapes through marketing materials and physical reconstruction is often inadequate. In some instances, a place may be so infused with a subtext of negativity that attempts to renegotiate its meaning are unviable. Considering this, developers often seek new methods to create new discursive landscapes within existing places. This paper investigates one such method employed by the Newport Quays development consortium in the revitalisation of the Port Adelaide waterfront.