Naslov
The Image of Zagreb as a Second Metropolis within Yugoslavia

Autori
Podnar, Ivana

Izvornik
Ars & humanitas (1854-9632) IV (2010), 1-2; 203-229

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
modernizacija; urbano planiranje; zagreb; identitet; simbolizacija; urbane ikone; razglednice; značke; komunizam; kapitalizam
(modernization; urban planning; Zagreb; identity; symbolization; urban icon; postcard; pin; communism; capitalism)

Sažetak
The research traces the dynamics of change of urban places of Zagreb as represented on the tourist propaganda material with the highest frequency during the socialist period, postcards and pins. By analyzing the motives that are chosen as the most representative for the city in the specific time, ideological forms, hidden behind the everyday normality of familiar places, become visible. In the wake of socialism two huge urban projects were being developed: Vukovar Street as the new representative center of governmental, administrative and cultural buildings, and the Zagreb Fair which made the radical step in the spreading of Zagreb towards south and practically enabled the construction of New Zagreb on the right bank of Sava. These revolutionary urban realizations had to function within the political discourse but simultaneously needed broad consensus from the newly established, omnipresent social class – workers. The abstract architectural language of modernity could not have a positive effect on this majority that was, until yesterday, mostly agricultural. The smaller part of inhabitants were citizens of different social background who had been living in the old city center and for whom this very center was the source of what Zagreb really was. Therefore it were different and widely spread media who born responsibility for making this new images of Zagreb familiar, close and possibly dear two its inhabitants. In order to implement new symbolical forms of Zagreb into social habit, they were counting on the well known propaganda mechanisms – first, new architectural forms became visible not only to the individuals who lived in their vicinity, and second, they were combined with those forms and places who have already been widely accepted as symbolic and iconic, in order to be comprehended on the same level of relevance. The outcome was an indicative pastiche of motives that tried to summarize the idea of Zagreb as the capital of the socialist republic within the SFRY – Zagreb which is both medieval and 19-th century town with church towers, defense walls, palaces from different historical periods, but also a modern functionalist and progressive city built in steel and glass, keeping update with contemporary urban trends as much as it was possible. By following the images of Zagreb on postcards and pins during socialist period an urban map could be deduced, which would mark the priorities of general urban plan on larger and detailed scale: from whole city parts as the Zagreb Fair and New Zagreb, to individual but equally indicative interpolations such as Ferimport and Ilica Skyscraper. All these projects made a huge impact on their urban and social surroundings, implementing not only new functional and aesthetical criteria, but communicating ideological, political and cultural values. Their dissemination as images on postcards and pins functioned as silent propaganda on what this new visual and mental idea of Zagreb should look like

Izvorni jezik
Engleski

Znanstvena područja
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