Branding Berlin Katrina Sark Department of Languages, Literatures, and Cultures, Mcgill University, Montreal December 2014 A
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Branding Berlin Katrina Sark Department of Languages, Literatures, and Cultures, McGill University, Montreal December 2014 A dissertation submitted to McGill University in partial fulfillment of the requirements of the degree of Doctor of Philosophy in the Department of Languages, Literatures, and Cultures. © Katrina Sark, 2014 2 TABLE OF CONTENTS TABLE OF CONTENTS ………………………………………………………………………………………………………………………….… 2 ABSTRACT (English) ……………………………………………………………………………………………………………………………... 4 ABSTRACT (French) …………………………………………………………………………………………………………………………….… 5 ACKNOWLEDGEMENTS AND DEDICATION …………………………………………………………………………………………... 6 LIST OF FIGURES ……………………………………………………………………………………………………………………………………. 7 PREFACE – The New Berlin ..………………………………………………………………….…………………………………….………. 10 INTRODUCTION Research Questions, Methodologies, and Cultural Analysis ...………..……………………………………….. 18 Chapters Overview …….…...……………………………………………………………..……………………………………... 22 PART 1 – Cultural History of Post-Wall Berlin Chapter 1 – From Utopian Longing to Nostalgia: Berlin Films, Literature, and Art .…………….…... 28 Chapter 2 – Post-Wall Berlin Documentary Films …………………….……………………………………………... 58 Topographical Documentaries …………………………………………………………………………….. 66 Narrative-Portrait Documentaries ………………………………………………………………………. 77 Documentaries of Artistic Communities ……………………………………………………………… 79 Kiez-Documentaries ……………………………………………………………………………………………. 82 PART 2 – Transformations in Berlin’s Topography and Landscapes of Power (1990-1999) Chapter 3 – Urban Space ………………………………..……………………………………………………………………… 86 Chapter 4 – Berlin Babylon ………..…………………………………………………………………………………………. 105 PART 3 – Transformation in Berlin’s Symbolic Economy and Branded Identity (1999-2009) Chapter 5 – Branding, Creativity, and Diversity …………………………………………………………………….. 147 Florida’s Berlin ………………………………………………………………………………………………….. 158 Berlin’s Urban Marketing Campaigns …………………………………………………………………. 164 3 Be Berlin ……………………………………………………………………………………………………………. 169 Be Berlin – Be Diverse ………………………………………………………………………………………… 182 Chapter 6 – In Berlin ……………………………………………………………………………………………………………… 190 PART 4 – Nostalgia for Babylon (2009-now) Chapter 7 – Nostalgia, Longing, and Identity ….…………………………………………………………………….. 221 Chapter 8 – Der Weg den wir nicht zusammen gehen …………………………………………………………… 243 Chapter 9 – Mauerpark ………………………………………………………………………………………………………… 266 CONCLUSION …………………………………………………………………………………………………………………………………….. 291 BIBLIOGRAPHY …………………………………………………………………………………………………………………………………. 298 FILMOGRAPHY ………………………………………………………………………………………………………………………………….. 314 4 ABSTRACT (English) This dissertation examines the urban, cultural, and political transformations in post-Wall Berlin through multi-disciplinary analysis of documentary films, literature, art, and urban branding in relation to what I call “nostalgia for Babylon” that signifies a contemporary longing for the pre-gentrified Berlin of the 1990s, and constitutes a collective reaction to the current branding and gentrification practices in the New Berlin. The films I examine in detail include Berlin Babylon (dir. Hubertus Siegert, 2001), In Berlin (dir. Michael Ballhaus and Ciro Cappellari, 2009), Der Weg, den wir nicht zusammen gehen (The Path We Do Not Take Together, dir. Dominik Graf and Martin Gressmann, 2009), and Mauerpark (dir. Dennis Karsten, 2011). They represent the first examples of this emerging nostalgia – significantly different from both Ostalgie (nostalgia for the former East) and Westalgie (nostalgia for the former West) as often portrayed in German feature films and literature. By documenting the rapid transformation and gentrification of Berlin, these films capture both the ways in which these changes took place, and the nostalgic sentiments many Berliners feel about the city’s post-Wall history. Connecting the films with Berlin’s urban and architectural history, city marketing campaigns, art exhibitions, and works of literature allows for an in-depth and simultaneously a broader inter-textual and inter-medial analysis of Berlin’s culture. This approach pushes disciplinary boundaries and develops a methodology for analyzing cities and culture in the post-Fordist creative economy. I examine branding as a cultural phenomenon, not just an economic or marketing one, as well as an over-arching urban-governance practice of the Berlin Senate that encompasses economic and urban development strategies, social policy, and cultural transformations. As Berlin is being rebranded as a creative center, many Berliners have begun to voice a sense of nostalgia for the Babylonian voids, no-man’s-lands, and abandoned buildings throughout the city’s formerly divided center. This “nostalgia for Babylon” is a lens that allows us to see beyond the gentrified surface of the city and its rebranded image of newness and hipness, and to think more critically about how urban identities and cultures are constructed and consumed. 5 ABSTRACT (French) La présente thèse examine les transformations urbaines, culturelles et politiques qu’a connues la ville de Berlin après l’effondrement du Mur à travers une analyse multidisciplinaire du cinéma documentaire, de la littérature, des arts et de la valorisation de marque urbaine par rapport à ce que je nomme la « nostalgie de Babylone », une réaction collective à la valorisation de marque actuelle et au phénomène de l’embourgeoisement de la nouvelle ville de Berlin. Parmi les films que j’analyse en détail se trouvent Berlin Babylon (Hubertus Siegert, 2001), In Berlin (Michael Ballhaus et Ciro Cappellari, 2009), Der Weg, den wir nicht zusammen gehen (Dominik Graf et Martin Gressmann, 2009) et Mauerpark (Dennis Karsten, 2011). Ces films représentent les premiers exemples de cette nostalgie émergente qui se distingue grandement de l’Ostalgie (la nostalgie de l’ancienne Allemagne de l’Est) et de la Westalgie (la nostalgie de l’ancienne Allemagne de l’Ouest), qui sont souvent représentées dans la littérature et dans le cinéma allemands. En documentant la transformation et l'embourgeoisement de Berlin, ces films saisissent les deux façons dont ces changements procèdent et les sentiments nostalgiques que plusieurs Berlinois éprouvent pour l’histoire de la ville depuis la chute du Mur. C’est l’association de ces films avec l’histoire urbaine et architecturale, les campagnes de publicité urbaine, des expositions d’art et des œuvres de la littérature qui rend possible une analyse en profondeur et, en même temps, intermédiale de la culture berlinoise. Cette approche repousse les frontières disciplinaires et développe une méthodologie qui nous permet, dans une économie de création postfordiste, d’analyser aussi bien des villes que des cultures. J’examine la valorisation de marque non pas seulement en tant que phénomènes économique ou de marketing, mais en tant que phénomène culturel et en tant que pratique de gouvernance urbaine du Sénat de Berlin, qui comprend des stratégies de développement économique et urbain, de politique sociale et de transformations culturelles. Alors que Berlin se positionne comme un centre créatif, plusieurs Berlinois ont commencé à exprimer de la nostalgie des vides babyloniens, des no man’s land et des bâtiments abandonnés dont le centre de la ville divisée était parsemé. Cette « nostalgie de Babylone » est un prisme au travers duquel nous pouvons voir au-delà de l’espace embourgeoisé de la ville et de son image de ville nouvelle et branchée. Elle nous permet aussi de penser à la façon dont les identités et cultures urbaines sont construites et consommées. 6 ACKNOWLEDGEMENTS AND DEDICATION I would like to acknowledge the kind support and inspiration of the following people: Karin Bauer, for reminding me to stay focused on this project, for providing research assistanceships and teaching employment when possible. Moreover, she was a strong example of female professional leadership, first as the Chair of the German Department and then as the Chair of four amalgamated departments of Languages, Literatures, and Cultures, despite having higher volume of work and graduate supervision load than anyone else in the department. Will Straw, for suggesting to focus this dissertation around “nostalgia for Babylon,” and for his kind and supportive encouragement of all my work from the very beginning of my doctoral degree at McGill. In a way, this dissertation project started with a paper I wrote on the documentary film Berlin Babylon in his grad course on Media and Urban Life in 2008. Susan Ingram, for letting me brainstorm out-loud during a drive to a conference in Guelph in 2010, where we presented chapters from our Berliner Chic book together, and where I realized for the first time that in Berlin, branding, nostalgia, and visual representations are indeed connected, and that there must be a way to demonstrate these connections. I am very grateful for all the opportunities to talk and work together, for all the encouragement to present and publish my work, and all the joy and accomplishments of the books we’ve worked on and the books to come. Markus Reisenleitner, for positive feedback and encouragement! Many friends and colleagues, for reading drafts and helping me become a better writer and editor. My family and friends, for unconditional love and support, for encouraging me to keep going even when I didn’t think it was possible, for helping me understand the value of (intellectual) marathons and for helping me push myself beyond my own limits, for cheering me on and celebrating every small achievement along the way. I am very grateful