La combinaison des valeurs de l'urbain et de la culture

Abstract

Rennes tries to exist in the international area by focusing on cultural branding. Over the years, Rennes used cultural values in order to become attractive and additionally, urban politics and culture have served the purpose of constructing a local cultural identity. This article aims at describing and evaluating a major advert campaign. In particular, this article demonstrates that with only 400,000 inhabitants, Rennes's politicians and decision-makers have tried to promote a metropolitan image and ideal as a legitimate public image. The research presented in these pages demonstrates how this cultural identity is both locally espoused and nationally challenged at times.