Analysis on the role of Social Capital in Capacity Building of Shairaz Brand (Case Study: District 2 of Shiraz)
Subject Areas : Urban and Regional Planning StudiesMajid Rahmani 1 , karim Hosseinzadeh dalir 2 , Mohammadreza Pakdelfard 3
1 - Ph.D Candidate, Department of Urban Design, Tabriz Branch, Islamic Azad University, Tabriz, Iran
2 - Professor, Department of Urban Planning, Marand Branch, Islamic Azad University, Marand, Iran
3 - Associate Professor, Department of Urban Design, Tabriz Branch, Islamic Azad University, Tabriz, Iran
Keywords: Social capital, Capital, branding, collective action, District 2 of Shiraz,
Abstract :
Introduction: Social capital includes aspects of social structure that facilitate collective action and mobilize resources. James Coleman believes that projecting social capital as recourse is one of the ways to introduce social structure in to the paradigm of rational action. City branding is the representation of this action in the field of cultural economy actors of the city which is a collective consequence and necessity arising from the complexities from the field of globalization, financial capitalism and Hollywood cinema.Research Aime: general explanation and theoretical understanding of social capital and city branding, explanation and reasoning of the role of social capital and social network in capacity building of the production of city brand, evaluation of the social capital in the scale of street, neighborhood and whole city in second district of municipality, evaluation the effect of multi level social capital in capacity building of "Shiraz brand".Methodology: The research method is descriptive- analytical. Three- level scale of street, neighborhood and the whole city of 2 district of Shiraz municipality has been considered to measure social capital.Studied Areas: 2 district of municipality of is one of the eight districts of Shiraz municipality that placed in the south and west of the historical context and it extends along Modares and Abuzar axes to the western borders of the Shiraz airport. Its area is over 1680 hec and currently it has population of 178000 people. Results: Shiraz is the city of Hafez's poetry. The representation of collective spirit in the literacy of city and romantic poetry and pre- branding of Shiraz. This article is looking for urban creations and capacity building such as business and brand through the reproduction of social capital in the 2 district of Shiraz municipality.Conclusion: The results of the research indicate that the structural reproduction and capacity building of Shiraz brand is in the international context with the social capital of people.
اسلیتر دن، تونکیس فرن. (1386). جامعه بازار؛ بازار و نظریه اجتماعی مدرن. ترجمه حسین قاضیان، تهران: نشر نی.
بودریار ژان. (1389). جامعه مصرفی؛ اسطوره ها و ساختارها. ترجمه پیروز ایزدی، تهران: نشر ثالث.
پیری، عیسی و شیرمحمدی مینا. (1395). ظرفیت سازی توسعه اجتماع محلی در راستای توسعه پایدار: همبودگی متغیرهای زمینه ای فقر و فضای جغرافیایی. مجله مطالعات جغرافیای مناطق خشک، 6(2)، 48-35.
حبیبی، محسن. (1386). شهرسازی؛ تخیلات و واقعیات، تهران: انتشارات دانشگاه تهران.
روستا احمد،؛ قره چه، منیژه؛ حمیدیزاده محمدرضا و محمدی فر یوسف. (1395). مدلی برای برندسازی شهری در ایران بر اساس نظریه داده بنیاد. فصلنامه مدیریت برند، 3(5)، 68-41.
فکوهی، ناصر. (1383). انسان شناسی شهری. چاپ اول، تهران: نشر نی.
لش اسکات. (1388). جامعه شناسی پست مدرنیسم. ترجمه حسن چاوشیان، تهران: نشر مرکز.
گیدنز آنتونی و بردسال کارن. (1387). جامعه شناسی. ترجمه حسین چاوشیان، تهران: نشر نی.
Andrews, R. ( 2008). Civic Engagement, Ethnic Heterogeneity and social capital in urban areas: evidence from England. Journal of Urban Affairs Review, 44(3), 428- 440.
Anholt, S. (2010). Places, Identity, Image and reputation. London. Palagrave, Macmillan.
Ashworth G., J. (2009). the instrumental of the place branding. How is it done? Journal of European Spatial Research and Policy, 16(1), 9-22.
Besser, T. ( 2009). Changes in small town social capital and civic engagement. Journal of Rural Studies, 25(2), 185-193.
Batterbury, S.P.j., & Fernando, j.L. (2006). Rescaling governance and the impacts of political and environmental decentralization: an introduction. Journal of World Development, 34(11),1851-1863.
Blanco H., & Cambell, T. (2006). social capital of cities: emerging networks of horizontal assistance. Technology in Society, 28(1-2),169-181.
Carpiano, R.M. (2008). Actual or potential neighborhood resources and access to them: Testing hypotheses of social capital for the health of female caregivers. Journal of Social Science and Medicine, 67(4), 568- 582.
Chu, W. W. (2009). Can Taiwan’s second movers upgrade via branding?. Journal of Research Policy, 38(6), 1054–1065.
Chuang Y.C., & Chuang K.Y. (2008). Gender differences in relationships between social capital and individual smoking and drinking behavior in Taiwan. Journal of Social Science and Medicine, 67(8), 1321- 1330.
Fanni, Z .(2006). Cities and urbanization in Iran after Islamic revolution, Cities, 23(6), 407-411.
Folland, S. (2007). Does community social capital contribute to population health?. Journal of Social Science and Medicine, 64(11), 2342- 2354.
Huang, J., Brink M.V.D., & NGroot, W. (2009). A meta- analysis of the effect of education on social capital. Journal of Economics of Education Review, 28(4), 454-464.
Ibeh K., Lue, Y., & Dinnie K. (2008). E-branding strategies of internet companies: some preliminary insights from the UK. Journal of Brand Management, 12(5), 355-373.
Ishihara, H., & Pascuala, U. (2009). social capital in community level environmental governance: a critique. Journal of ecological economics, 68(5),1549-1562
Jones N. (2010), Environmental activation of citizens in the context of policy agenda formation and influence of social capital. Social science, 47(1), 121-136.
Maru, Y.T., Macalister, R.RJ., Smith, M., & Stafford, S. (2007). Modeling community interactions and social capital dynamics: the case of regional and rural communities of Australia. Agricultural Systems, 92(1-3),179-200.
Mercer, C. (2003). Performing partnership: civil society and the illusions of good governance in Tanzania. Political geography, 22(7), 741-763.
Merrilees B., Miller D., & Herington C. (2011). City branding: A facilitating framework for stressed satellite cities. Journal of Business Research, 66(1), 37-44.
Morgan, A., & Swann, C. (2004). social capital for health: issues of definition, measurement and links to health. London: Publisher: Health Development Agency.
Mubangizi, B.C. (2003). Drawing on social capital for community economic development: insights from a south African rural community. Community Development Journal, 38(2), doi: 10.1093/cdj/38.2.140.
Nikolova, M.S., & Hassan S.S. (2011). Nation branding effects on retrospective global evaluation of past travel experiences. Journal of Business Research, 66(6), 1-7.
Perkins, H.A. (2009). Out from the (green) shadow? Neoliberal hegemony through the market logic of shared urban environmental governance. Political geography, 28(7), 395-405.
Poortinga, W. (2006). social relations or social capital? Individual and community health effects of bonding social capital. Social Science and Medicine, 63(1), 255- 270.
Rehan, R., M. (2013). Urban branding as an effective sustainability tool in urban development, HBRC Journal, 10(2), 222-230.
Roy, I. (2008). Civil society and good governance: (Re) conceptualizing the interface, World development, 36(4), 677-705.
Sabatini, F. (2009). social capital as social networks: a new framework for measurement and an empirical analysis of its determinants and consequences. Journal of Socio- Economics, 38(3), 429-442.
Snelgrove W.J, Pikhart H. Stafford M.(2009), A multi level analysis of social capital and self – rated health: evidence from the British household panel survey. Social Science and Medicine, 68(11),1993-2001.
Suzuki, E., Takao, S., Subramanian, SV., Kumatsu H., Doi H., & Kawachi, I. (2010). Does low work place social capital have detrimental effect on worker’s health? Social Science and Medicine, 70(9),1367-1372.
Titeca, K., & Vervisch T. (2008). The dynamics of social capital and community associations in Uganda: linking capital and its consequences. World Development, 36(11), 2205-2222.
Tobias, S., &Wahl P. M. (2013). Can place branding support landscape conservation in city regions? A case study from Switzerland. Land Use Policy, 30(1), 266– 275.
Walstrom, C., Svendsen, G., & Lind, H. (2008). On the capitalization and cultivation of social capital: towards a neo- capital general science?. Journal of Socio- Economics, 37(4), 1495-1514.
_||_