Eleonora Pasotti - Böcker

Branding is ubiquitous, yet its workings in politics are still untheorized. Drawing on the experiences of three cities on three continents, Eleonora Pasotti fills the gap by showing how cities suffering for decades from poor government, entrenched patronage, lack of development, and social conflict made a transition to a new form of governance: brand politics. Facilitated by the joint presence of direct elections, low party discipline, and high rates of municipal fiscal self-reliance, brand politics breaks a vicious cycle of skepticism and inertia, and opens the window for a broad set of reforms. The theory of brand politics shows mayors emulating marketing mavericks: in commerce, consumers aspire to become different people by acquiring products; in politics, citizens support mayors' brands because they seek to become carriers of the same values. Voting and buying have thus become increasingly synonymous in citizens' primal search for a means of expressing their identities.

The year 2010 marked the halfway point for Silvio Berlusconi’s fourth government with the solidity of its electoral mandate threatened on a number of occasions by strong clashes with the opposition, ultimately leading to a “divorce” from Gianfranco Fini. The upheaval that followed this rift dominated the second half of the year. This volume examines not only this rift but also the important political and social events of a period full of polemics and tensions, from the regional elections and the debate on fiscal federalism to the state of the opposition parties. The political agenda was consumed by everyday matters, such as the scandals surrounding the Civil Protection Service and the confrontations with the magistracy over phone tapping, and appeared to lack any strategic planning for the longer term. The reform of the university system was approved by a slim margin and still saw violent protests from its opponents. Then, all of the government’s actions were restricted by a return to austerity policies. Through the confidence vote of 14 December, the government retained its tenuous hold on power and left a sense of “much ado about nothing”. The crisis was averted, but possibly only postponed, and now there remains the unresolved, increasingly chronic problems of a country that is limping along without growth, more and more divided according to geographical areas, social and professional categories, and above all, torn between generations.

Branding is ubiquitous, yet its workings in politics are still untheorized. Drawing on the experiences of three cities on three continents, Eleonora Pasotti fills the gap by showing how cities suffering for decades from poor government, entrenched patronage, lack of development, and social conflict made a transition to a new form of governance: brand politics. Facilitated by the joint presence of direct elections, low party discipline, and high rates of municipal fiscal self-reliance, brand politics breaks a vicious cycle of skepticism and inertia, and opens the window for a broad set of reforms. The theory of brand politics shows mayors emulating marketing mavericks: in commerce, consumers aspire to become different people by acquiring products; in politics, citizens support mayors' brands because they seek to become carriers of the same values. Voting and buying have thus become increasingly synonymous in citizens' primal search for a means of expressing their identities.

The politics of urban development is one of the most enduring, central themes of urban politics. In Resisting Redevelopment, Eleonora Pasotti explores the forces that enable residents of 'aspiring global cities,' or economically competitive cities, to mobilize against gentrification and other forms of displacement, as well as what makes mobilizations successful. Scholars and activists alike will benefit from this one-of-a-kind comparative study. Impressive in its scope, this book examines twenty-nine protest campaigns over a decade in ten major cities across five continents, from Santiago to Seoul to Los Angeles. Pasotti sheds light on an approach that is both understudied and remarkably effective - the practice of successful organizers deploying 'experiential tools,' or events, social archives, neighborhood tours, and performances designed to attract participants and transform the protest site into the place to be. With this book, Pasotti promises to provide a creative and novel contribution to the literature of contentious politics.