The use of the "European Capital of Culture" label. A comparative territorial study between two organizational models. The cases of Mons 2015 and Wroclaw 2016

      Аннотация: In 2014, the report "(Re)Programming Europe: European Capitals of Culture" revisited the speeches given in 1985 by the European Ministers of Culture about their intention to stimulate "the expression of a culture characterized by the common heritage of elements and riches born of diversity in order to bring the member states closer together. This logic of unification that first characterized the label corresponded to a commitment to reaffirm unity in European diversity. In a context today characterized by urban competition, the case study undertaken in this book underpins the comparison between two distinct periods and two distinct geographies: Mons (Belgium) in 2015 European Capital of Culture and the city of Wroclaw representing Poland for the year 2016. These two cities, with a not very similar past and geography, have supported and implemented different territorial projects since the constitution of their candidacy files. The label contains not only a promotional marketing issue but also issues of urban adaptation linked to the implementation of a value system.

Ключевые слова: Belgium, European Capital of Culture, communication, culture, europe, Poland, European label, Mons, Wroclaw