Culture Based Communication: Architecture as Image Making Strategy

Kastytis Rudokas


The paper points out the issue of Kaunas architectural heritage situation in the context of global, network-based economics. It notices that architectural objects or, sometimes – whole urban structure, could be used as the catalyst of place marketing and public relations strategies. On the other hand, processes of holistic place regeneration, which are intended to adjust the living to postindustrial being, sometimes can couse the lower rate of respect to historic architecture objects. Manifestations of holistic place regeneration are barely seen in Kaunas, however there are some of nodus of the historical architecture objects to be used as a sourse of public relations. There also are not a lot of new built architecture in Kaunas, nevertheless many of older buildings were recontructed under the image of western bussiness or consumerist architecture. These recontructions reveal a peculiar, postcolonial greef status perception of western build enviroment. The conclusion is that Kaunas is now at the after-industrial period but barely lives in conditions of postindustrialism.


Article in: Lithuanian

Article published: 2013-04-02

Keyword(s): identity; genius loci; Kaunas; communication; postmodernism; London; consumerism; economics; architectural heritage

DOI: 10.3846/cpc.2013.04

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Coactivity: Philosophy, Communication / Santalka: Filosofija, Komunikacija ISSN 2029-6320, eISSN 2029-6339
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