“Inkluderande, grön och dynamisk” En undersökning av projektet Masthuggskajen

Abstract

This thesis examines how the city of Gothenburg and the construction companies involved communicate and market the urban transformation project Masthuggskajen in documents, media and in visual communication. The gathered materials used consist of official documents such as “Vision Älvstaden”, the projects webpage “masthuggskajen.se” and instagram, as well as articles in the local newspaper and other channels for marketing in the media. By looking at how the project is marketed and how it is presented in the media, we found that certain aspects of urban life and the creative class were encouraged and marketed as important. We also argue that certain aspects of the project could possibly lead to a gentrification process in the surrounding area, but also that there are some important things such as public transport that helps reduce the risk of gentrification.