|M.Sc Student||Osnat Rosen-Kremer|
|Subject||Urban Image Research: Kfar-Saba Case|
|Department||Department of Architecture and Town Planning||Supervisor||Full Professor Aravot Iris|
A re-vision of the Kfar-Saba Master Plan, initiated during the 70s, succeeded in re-locating the agricultural border settlement as an attractive place. This research describes and analyses the intervention for change of the urban image: why this re-vision took place; what the historic and socio-economic relevance to the urban image change was; what the declared and hidden goals of the re-vision were and the tools used for its presentation.
The research tools include interviews, content analyses, semiologic interpretation of texts and pictures, and situation diagnoses after S.W.O.T.
The evaluation of the Kfar-Saba image is presented in an explanatory and descriptive method - literal and visual- and identifies subject-wise “image domains” and time-wise “image periods” according to the “Kfar-Saba time”, each period having a different image.
The work reveals that over 100 years the responses to urban image changes, lead to the dynamics: Creating image A à reaction à perceived image à creating image B, and so on. The research observes that this process results in image oscillations between the positive and the negative, and suggests a possibility to model a periodic “image life cycle”.
The study finds that town planning - reacting and creating - served as a tool for the re-presentation of a unique urban image to Kfar-Saba, employed non-conventional procedures and used the media for promoting the alternative desired urban image with appeal to the more affluent sector image, suggested by the planners. Therefore, planning re-shaped not merely the whole town structure, but also took part in the re-creation of an identity and a meaning to the place. The planning itself has been presented - since- as an up-market commodity, and is sold as such to the planning committees, to residents, investors and visitors.