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"London is avocado on toast” : the urban imaginaries of the #LondonIsOpen campaign

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Yazici, E., Murji, K., Keith, M., Pile, S., Solomos, John and Wang, Y. (2022) "London is avocado on toast” : the urban imaginaries of the #LondonIsOpen campaign. Urban Studies . ISSN 0042-0980. (In Press)

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Abstract

This article examines the production, representations, and reactions to the #LondonIsOpen campaign to ask how urban imaginaries are produced and what they entail for understanding the city. The analysis considers how the idea of a cosmopolitan, diverse, and multicultural city is framed, what it includes and excludes, and the distinct geographies of the city it produces. It draws on three data sources: documentary analysis of videos used in the campaign; social media analysis of tweets using #LondonIsOpen; and semi-structured interviews with key figures in the campaign team. The main arguments are that the appeal to openness contributes to the versatility of the campaign and the range of responses to it, making it highly adaptable and flexible to respond to current affairs; and that open London is geographically selective and imagined as business focused; trendy; and cosmopolitan. In turn, the reactions to the idea of open London range from seeking a borderless world to anti-migrant rhetoric. Although the campaign represents London as welcoming and inclusive, such welcoming is partial and subject to contestation. The article concludes that over time, the openness of #LondonIsOpen has come to serve multiple political functions and act as a brand for the city.

Item Type: Journal Article
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HT Communities. Classes. Races
Divisions: Faculty of Social Sciences > Sociology
Library of Congress Subject Headings (LCSH): Tourism -- England -- London, Tourism -- Social aspects, Cities and towns -- England -- London, Sociology, Urban -- England -- London, Urban geography -- England -- London
Journal or Publication Title: Urban Studies
Publisher: Sage Publications Ltd.
ISSN: 0042-0980
Official Date: 2022
Dates:
DateEvent
2022Available
29 November 2022Accepted
Status: Peer Reviewed
Publication Status: In Press
Reuse Statement (publisher, data, author rights): Posted ahead of print. Yazici, E., Murji, K., Keith, M., Pile, S., Solomos, John and Wang, Y. (2022) "London is avocado on toast” : the urban imaginaries of the #LondonIsOpen campaign. Urban Studies. Reprinted by permission of SAGE Publications. https://journals.sagepub.com/home/usj Users who receive access to an article through a repository are reminded that the article is protected by copyright and reuse is restricted to non-commercial and no derivative uses.
Access rights to Published version: Restricted or Subscription Access
Date of first compliant deposit: 14 December 2022
Date of first compliant Open Access: 15 December 2022
RIOXX Funder/Project Grant:
Project/Grant IDRIOXX Funder NameFunder ID
ES/T009454/1[ESRC] Economic and Social Research Councilhttp://dx.doi.org/10.13039/501100000269
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