Changing places
An essay and an answer, assessed.
[It’s been a while since I did one of these. So, here is another for those of you getting prepared for re-entering the fray soon….]
A reminder: for A level Geography, there are two key Assessment Objectives (AOs):
AO1: demonstrate knowledge and understanding of places, environments, concepts, processes, interactions, and change, at a variety of scales.
AO2: apply knowledge and understanding in different contexts to interpret, analyse, and evaluate geographical information and issues.
So, as on previous occasions, here are two versions of the answer.
The first answer is unannotated.
The second answer is in two formats:
(a) AO1 in italics
(b) AO2 in bold.
‘Place meaning and identity are simply a reflection of past and present socio-economic characteristics and no attempt by external agencies at rebranding can change this.’
To what extent do you agree with this viewpoint?
Past and present socio-economic characteristics shape the meaning and identity of a place and are important criteria for determining the success of a rebranding scheme. It is often the case that a declining industrial area gives a negative perception and image to the outside world, and therefore reduces the level of new investment into it. Indeed, many rebranding schemes for such areas seek to change these external perceptions to give a new meaning and identity to that place. I shall consider these issues in the context of the city of Liverpool.
Liverpool has had many identities based on its past socio-economic activities. In the 18th and 19th centuries, it was a huge port built around trade to the USA and elsewhere, including strong links to the slave trade. Many of the prestigious buildings in the city such as the Walker Art Gallery, and street names such as Penny Lane are linked to the slave trade. In the 1960s Liverpool was a leader of popular culture, linked to the Beatles and other bands, but in the late 20th century it was badly affected by industrial decline. In the 1980s Liverpool experienced economic and social deprivation along with high levels of crime and vandalism – creating a very negative image and meaning to the outside world.
Since the 1980s there have been several external approaches to regenerating the city which have sought to radically change its image – to rebrand it. After race riots in 1981 in Toxteth, the Merseyside Development Corporation set about reclaiming 4 km2 of derelict land by creating new housing and thousands of new jobs in the city. The first flagship regeneration project in Liverpool was the Albert Dock, a former derelict dock that was opened as a tourist attraction in 1988, including a museum dedicated to the slave trade. The Albert Dock was and is popular and is widely seen as a success.
Since 2003, when Liverpool was awarded the status of European Capital of Culture 2008, a key move by an external agency, the city centre has been transformed by major investment. With nearly £4 billion invested in regeneration, including from overseas, the city’s economy has been boosted by an annual £800 million of additional income, all aimed at rebranding the city’s identity. It is interesting to note that the same team that delivered the Capital of Culture were behind the successful bid for the Eurovision Song Contest in 2023.
More recently, there has been a £200+ million development of ‘New Chinatown’. The project is centred along Great George Street, close to the location of the existing Chinese community in the city, and within sight of the Anglican Cathedral. The development includes over 800 apartments, over 150,000 ft2 of commercial and retail space, and a new high-class hotel and luxury spa. The external developers of the project, North Point Global, said that it would ‘transform Europe’s oldest Chinese community’ and its designs were presented to the delegation of the Chinese president Xi Jinping when he visited Manchester in 2015. Much backing for the project comes from Chinese investment partners, some based in Hong Kong. From a UK perspective, the scheme was vaunted as an example of the ‘Northern Powerhouse’ project – a key national rebranding within the UK.
To many, rebranding that just deals with meaning and identity based on past and present socio-economic characteristics may be regarded as being rather superficial. However, in the case of Liverpool, enhancing rather than entirely changing the past and present characteristics of the city have been a key part of successful rebranding strategies by several external agencies. (595)
‘Place meaning and identity are simply a reflection of past and present socio-economic characteristics and no attempt by external agencies at rebranding can change this.’
To what extent do you agree with this viewpoint?
Past and present socio-economic characteristics shape the meaning and identity of a place and are important criteria for determining the success of a rebranding scheme. It is often the case that a declining industrial area gives a negative perception and image to the outside world, and therefore reduces the level of new investment into it. Indeed, many rebranding schemes for such areas seek to change these external perceptions to give a new meaning and identity to that place. I shall consider these issues in the context of the city of Liverpool.
Liverpool has had many identities based on its past socio-economic activities. In the 18th and 19th centuries, it was a huge port built around trade to the USA and elsewhere, including strong links to the slave trade. Many of the prestigious buildings in the city such as the Walker Art Gallery, and street names such as Penny Lane are linked to the slave trade. In the 1960s Liverpool was a leader of popular culture, linked to the Beatles and other bands, but in the late 20th century it was badly affected by industrial decline. In the 1980s Liverpool experienced economic and social deprivation along with high levels of crime and vandalism – creating a very negative image and meaning to the outside world.
Since the 1980s there have been several external approaches to regenerating the city which have sought to radically change its image – to rebrand it. After race riots in 1981 in Toxteth, the Merseyside Development Corporation set about reclaiming 4 km2 of derelict land by creating new housing and thousands of new jobs in the city. The first flagship regeneration project in Liverpool was the Albert Dock, a former derelict dock that was opened as a tourist attraction in 1988, including a museum dedicated to the slave trade. The Albert Dock was and is popular and is widely seen as a success.
Since 2003, when Liverpool was awarded the status of European Capital of Culture 2008, a key move by an external agency, the city centre has been transformed by major investment. With nearly £4 billion invested in regeneration, including from overseas, the city’s economy has been boosted by an annual £800 million of additional income, all aimed at rebranding the city’s identity. It is interesting to note that the same team that delivered the Capital of Culture were behind the successful bid for the Eurovision Song Contest in 2023.
More recently, there has been a £200+ million development of ‘New Chinatown’. The project is centred along Great George Street, close to the location of the existing Chinese community in the city, and within sight of the Anglican Cathedral. The development includes over 800 apartments, over 150,000 ft2 of commercial and retail space, and a new high-class hotel and luxury spa. The external developers of the project, North Point Global, said that it would ‘transform Europe’s oldest Chinese community’ and its designs were presented to the delegation of the Chinese president Xi Jinping when he visited Manchester in 2015. Much backing for the project comes from Chinese investment partners, some based in Hong Kong. From a UK perspective, the scheme was vaunted as an example of the ‘Northern Powerhouse’ project – a key national rebranding within the UK.
To many, rebranding that just deals with meaning and identity based on past and present socio-economic characteristics may be regarded as being rather superficial. However, in the case of Liverpool, enhancing rather than entirely changing the past and present characteristics of the city have been a key part of successful rebranding strategies by several external agencies. (595)
I used to work in Liverpool in the 1980's and it was a great city with massive character. I think it was during the 1980's and 1990's that Liverpool became a place for visitors to enjoy and not to avoid. One of the events that changed the perception of Liverpool was that a former household 'tip' located adjacent to the Mersey was transformed into the UK's first ever garden festival in 1984. The Festival Gardens attracted some 3.4M visitors. In considering how Liverpool has changed I would ask has Liverpool lost something.
Very clear and helpful - thanks