2024-09-15_upload do RAG i przepytanie z treści2

### Buildings from the Socialist Past as part of a Citys Brand Identity The case of Warsaw.pdf#79 (*0.663455784*) > These aesthetic judgements are rather subjective and from the perspective of potential and real visitors, not professional architects. Knowing that the Palace of Culture and Science has been a subject of huge debate (Lisiak, 2009), we decided to study the perception of this site more thoroughly. We collected associations about the one of the most notorious architectural sites in Warsaw (Fig. 14).The dominating association found in the an - swers of American respondents is an accent on the big role of science and culture as the building de - voted to these activities is huge and is easily visible from the different parts of the city. One American respondent, a post-graduate student at the Universi - ty of Washington even left a comment that he can - not imagine Warsaw without the Palace of Culture and Science. Russian and Polish respondents such as their associ - ations with Moscow and Russian-Polish friendship. The respondents in the three groups have associa - tions connected with history as a reminder about communism and Stalinist past. It was not only the Soviet related past which is behind the building, but also the beauty of the architectural site which was indicated in all of the groups. Fig. 13. The perception of buildings Source: Author on the basis of the survey Fig. 14. Associations about the Palace of Culture and Science Source: Author on the basis of the survey Marina Ochkovskaya, Valentina Gerasimenko / Bulletin of Geography. Socio-economic Series / 39 (2018): 113–127124 We asked respondents to gauge the emotions they feel looking at the Palace of Culture and Sci - ence as either negative, neutral or positive (Fig. 15). The American respondents, according to their answers, feel mainly positive emotions while look - ing at the building. None of the American re - spondents indicated negative emotions. It might be explained that Americans have never experienced communism and focus their attention on the ar - chitecture. The answers from Poles were divided between negative (19 respondents), neutral (20 re - spondents) and positive (61 respondents). Nega - tive emotions must be caused by associations with that period of history. Some people perceived it as a symbol of the Soviet intervention rather than the ### Buildings from the Socialist Past as part of a Citys Brand Identity The case of Warsaw.pdf#90 (*0.63104713*) > Fig. 15. Emotions experienced by looking at the Palace of Culture and Science Source: Author on the basis of the survey Marina Ochkovskaya, Valentina Gerasimenko / Bulletin of Geography. Socio-economic Series / 39 (2018): 113–127125 times such as palaces, castles, abbeys and cathedrals. The huge Palace is now surrounded by the contem - porary skyscrapers which give Warsaw the percep - tion of a capital keeping up with the times. Although the Palace of Culture and Science is a part of an unwanted past, it represents a piece of history which also differentiates this place and gives special value for tourists. Moreover, the Palace in Warsaw is virtually the only chance for those who would like to explore the inside of socialist realism skyscrapers because all similar sites in Moscow, in - cluding the main building of the Lomonosov Mos - cow University, are closed to outsiders. Nowadays, the Palace conveys messages which go far beyond Stalinism. Our study has demonstrated that this ed - ifice represents the great role of science and culture in Warsaw’s life. Being very notable and opulent in terms of visual identity, the Palace provokes a sort of emotional loyalty, as some visitors are even not able to imagine a contemporary Warsaw without it. The Palace creates strong functional value and is really for the people’s use: "like the famous Mos - cow metro, this was luxury for the masses" (Pyzik, 2015). "People tend to adopt a pragmatic attitude to the former landscapes of socialism and associate so - cialist buildings and public spaces more with their contemporary uses" (Y oung, Kaczmarek, 2008: 57). ### Buildings from the Socialist Past as part of a Citys Brand Identity The case of Warsaw.pdf#71 (*0.61305362*) > All 300 respondents were aware of the Palace of Culture and Science. Second was the former head - quarters of the Polish Communist Party (4), and third the old building of the SMYK Store - which is now under reconstruction (Fig. 12). The respondents were then asked to estimate the perception of the beauty of these architectural sites by rating every building: 1 = very low, 2 = low, 3 = average, 4 = high, 5 = very high. Then in order to determine which buildings are perceived as more beautiful, the weighted averages for each site have been calculated (Fig. 13). The authors understand that the estimation of ‘beauty’ was mainly done by non-professionals who perceive it rather sub - jectively and emotionally. Taking into account that buildings serve different needs, including aesthetic satisfaction, it is important to understand the per - ception of architectural beauty by non-professionals. For Russians and Americans, the most beauti - ful building was the Palace of Culture and Science. The Poles highly regarded the Atrium in the Office Building at Wspólna 62 as the most beautiful from their perception (4.4 points). The Palace of Culture and Science ranks second amongst Polish respondents (4.1 points). The least beautiful from an American and Polish point of view was the building for the SMYK store. The respond - ents estimated its beauty after restoration from the fire in 1975 when the glass façade lost its splendor. Fig. 12. Awareness of the buildings from the socialist past by the respondents : A - awareness of the buildings: the respondents from the USA; B - awareness of the buildings: the Russian respondents; C - awareness of the buildings: the Polish respondents; D – total awareness of the buildings by the all respondents Explanation: Vertical axis is the number of respondents; Source: Author on the basis of the survey Marina Ochkovskaya, Valentina Gerasimenko / Bulletin of Geography. Socio-economic Series / 39 (2018): 113–127123 Probably after the current reconstruction, the fully updated building will be considered more aestheti - cally pleasing. For the Russian respondents, the least aesthetic was the former headquarters of the Polish Communist Party. The beauty of SMYK was rather highly regarded by Russians (3.8 points). This might be explained that European shopping was historical - ly a highly desired thing for Russians and success - ful purchases give an additional charm to a place.

### Buildings from the Socialist Past as part of a Citys Brand Identity The case of Warsaw.pdf#5 (*0.652623713*) > Building and Atrium at Wspólna 62; and the former headquarters of the Polish Communist Party at Nowy Świat 6/12. These buildings were built after the Sec - ond World War between the late 1940s and the first half of the 1950s. With the exception of the Palace of Culture and Science - which is one of the most notable symbols of Warsaw - these architectural sites are not on a priority list of the aver - age tourist who does little or no planning for their trip. Nevertheless, these build - ings are connected to the Polish People’s Republic era and might attract different groups interested in this historical period and architecture. Apart from being po - tential tourist attractions, these buildings are being re-evaluated and restored to become integrated into the urban environment and more ‘comfortable’ for the lo - cal inhabitants. This paper gives some insights into the recognition and attractive - ness of these architectural sites from the socialist past by those from Russia and the USA who have visited Warsaw as well as by Poles who know this city well. It is recommended that these results be taken into consideration by tourist agencies who deal with tours in Warsaw as well as institutions responsible for the city’s im - age. The authors express the hope that this paper might be of interest for officials with public relations duties related to these architectural sites. Article details: Key words: city brand, visual identity, edifices, socialist past, Warsaw. Marina Ochkovskaya, Valentina Gerasimenko / Bulletin of Geography. Socio-economic Series / 39 (2018): 113–127114 1 1 Introduction 1 2 City brand and its composition 1 3 Visual identity of the city Research methodology: buildings from the socialist past as a part of the identity of Warsaw ... 117 3 Findings 3 1 Perception of Warsaw 3 2 Perception of architectural sites from the socialist past Introduction The old and the new are imprinted into a city’s identity. The socialist past experienced by Poland af - fected different areas, including a city’s appearance. ### Buildings from the Socialist Past as part of a Citys Brand Identity The case of Warsaw.pdf#54 (*0.645982862*) > After 1989, when communism collapsed in Po - land, a number of small buildings built at the end of the 1940s-50s were destroyed, for example, the post - war cinemas Kino Moskwa, Kino Praha and Kino Skarpa in Warsaw (Lisiak, 2009). As for the build - Marina Ochkovskaya, Valentina Gerasimenko / Bulletin of Geography. Socio-economic Series / 39 (2018): 113–127120 ings chosen for this research, they were not razed and still exist. An online survey was utilized as a research method in order to reach respondents from differ - ent places. The questionnaire, placed on survio.com, was designed to elicit respondents’ perceptions of Warsaw, architectural edifices from socialist times and specifically to investigate perceptions of the main landmark, the Palace of Culture and Science. Relevant pictures of Warsaw and the buildings were included in the questionnaire. At the beginning of November 2016, the link was distributed among Polish, Russian and American respondents. There was a filter question for Russian and American re - spondents which asked whether they had travelled to Warsaw. For the analysis, we selected 100 rele - vant respondents from each group. The age inter - val of our respondents is 21-72. The Polish sample included Varsovians who were chosen intentional - ly, as they have better knowledge about architectural sites in the city. The Russian sample was comprised of Muscovites. The respondents from the USA made up the most diversified sample from a geographi - cal point of view. The sample contained respondents from Chicago (33%), Washington D.C. (28%), New Y ork (21%), San Francisco (7%), Philadelphia (7%), Chapel Hill (2%), and Ann Arbor (2%). 71% of re - spondents professionally specialize in Slavic stud - ies, including Polish , while 29% are those who have Polish roots (3), and live in the USA now.. Findings Perception of Warsaw We started with an examination of participants’ thoughts and feelings about the city of Warsaw. All respondents had been to Warsaw. To find out their perception of the city, we asked open-ended ques - tion about associations with Warsaw. The answers were analyzed and their meanings were divided into positive vs. tragic and contemporaneity vs. historical ### Buildings from the Socialist Past as part of a Citys Brand Identity The case of Warsaw.pdf#79 (*0.645754039*) > These aesthetic judgements are rather subjective and from the perspective of potential and real visitors, not professional architects. Knowing that the Palace of Culture and Science has been a subject of huge debate (Lisiak, 2009), we decided to study the perception of this site more thoroughly. We collected associations about the one of the most notorious architectural sites in Warsaw (Fig. 14).The dominating association found in the an - swers of American respondents is an accent on the big role of science and culture as the building de - voted to these activities is huge and is easily visible from the different parts of the city. One American respondent, a post-graduate student at the Universi - ty of Washington even left a comment that he can - not imagine Warsaw without the Palace of Culture and Science. Russian and Polish respondents such as their associ - ations with Moscow and Russian-Polish friendship. The respondents in the three groups have associa - tions connected with history as a reminder about communism and Stalinist past. It was not only the Soviet related past which is behind the building, but also the beauty of the architectural site which was indicated in all of the groups. Fig. 13. The perception of buildings Source: Author on the basis of the survey Fig. 14. Associations about the Palace of Culture and Science Source: Author on the basis of the survey Marina Ochkovskaya, Valentina Gerasimenko / Bulletin of Geography. Socio-economic Series / 39 (2018): 113–127124 We asked respondents to gauge the emotions they feel looking at the Palace of Culture and Sci - ence as either negative, neutral or positive (Fig. 15). The American respondents, according to their answers, feel mainly positive emotions while look - ing at the building. None of the American re - spondents indicated negative emotions. It might be explained that Americans have never experienced communism and focus their attention on the ar - chitecture. The answers from Poles were divided between negative (19 respondents), neutral (20 re - spondents) and positive (61 respondents). Nega - tive emotions must be caused by associations with that period of history. Some people perceived it as a symbol of the Soviet intervention rather than the

### Buildings from the Socialist Past as part of a Citys Brand Identity The case of Warsaw.pdf#90 (*0.709437907*) > Fig. 15. Emotions experienced by looking at the Palace of Culture and Science Source: Author on the basis of the survey Marina Ochkovskaya, Valentina Gerasimenko / Bulletin of Geography. Socio-economic Series / 39 (2018): 113–127125 times such as palaces, castles, abbeys and cathedrals. The huge Palace is now surrounded by the contem - porary skyscrapers which give Warsaw the percep - tion of a capital keeping up with the times. Although the Palace of Culture and Science is a part of an unwanted past, it represents a piece of history which also differentiates this place and gives special value for tourists. Moreover, the Palace in Warsaw is virtually the only chance for those who would like to explore the inside of socialist realism skyscrapers because all similar sites in Moscow, in - cluding the main building of the Lomonosov Mos - cow University, are closed to outsiders. Nowadays, the Palace conveys messages which go far beyond Stalinism. Our study has demonstrated that this ed - ifice represents the great role of science and culture in Warsaw’s life. Being very notable and opulent in terms of visual identity, the Palace provokes a sort of emotional loyalty, as some visitors are even not able to imagine a contemporary Warsaw without it. The Palace creates strong functional value and is really for the people’s use: "like the famous Mos - cow metro, this was luxury for the masses" (Pyzik, 2015). "People tend to adopt a pragmatic attitude to the former landscapes of socialism and associate so - cialist buildings and public spaces more with their contemporary uses" (Y oung, Kaczmarek, 2008: 57). ### Buildings from the Socialist Past as part of a Citys Brand Identity The case of Warsaw.pdf#79 (*0.686886847*) > These aesthetic judgements are rather subjective and from the perspective of potential and real visitors, not professional architects. Knowing that the Palace of Culture and Science has been a subject of huge debate (Lisiak, 2009), we decided to study the perception of this site more thoroughly. We collected associations about the one of the most notorious architectural sites in Warsaw (Fig. 14).The dominating association found in the an - swers of American respondents is an accent on the big role of science and culture as the building de - voted to these activities is huge and is easily visible from the different parts of the city. One American respondent, a post-graduate student at the Universi - ty of Washington even left a comment that he can - not imagine Warsaw without the Palace of Culture and Science. Russian and Polish respondents such as their associ - ations with Moscow and Russian-Polish friendship. The respondents in the three groups have associa - tions connected with history as a reminder about communism and Stalinist past. It was not only the Soviet related past which is behind the building, but also the beauty of the architectural site which was indicated in all of the groups. Fig. 13. The perception of buildings Source: Author on the basis of the survey Fig. 14. Associations about the Palace of Culture and Science Source: Author on the basis of the survey Marina Ochkovskaya, Valentina Gerasimenko / Bulletin of Geography. Socio-economic Series / 39 (2018): 113–127124 We asked respondents to gauge the emotions they feel looking at the Palace of Culture and Sci - ence as either negative, neutral or positive (Fig. 15). The American respondents, according to their answers, feel mainly positive emotions while look - ing at the building. None of the American re - spondents indicated negative emotions. It might be explained that Americans have never experienced communism and focus their attention on the ar - chitecture. The answers from Poles were divided between negative (19 respondents), neutral (20 re - spondents) and positive (61 respondents). Nega - tive emotions must be caused by associations with that period of history. Some people perceived it as a symbol of the Soviet intervention rather than the ### Buildings from the Socialist Past as part of a Citys Brand Identity The case of Warsaw.pdf#86 (*0.657541513*) > Soviet people’s generous gift (Oleksiak, 2015). The Russian answers were divided between positive (56 respondents) and neutral emotions (43 respond - ents). The only 1 Russian respondent indicated the feeling of negative emotions. The architectural style of the Palace of Culture and Science is rather com - mon for Russians, especially Muscovites. There are seven skyscrapers in Moscow designed in the same Stalinist style. Nowadays, Muscovites might not connect these architectural sites with negative as - pects of Stalin’s personality, they focus their atten - tion on the visual images of the buildings and their practical usage. These skyscrapers are one of the key ingredients of Moscow’s current visual identi - ty. In Moscow, ordinary visitors are not allowed to see the interior of Stalin’s high-rise buildings unless they work or live there, otherwise, no outsiders are permitted inside. Regarding the Palace in Warsaw, it is for public use and open for everyone. Thereby, if ‘outsiders’ would like to explore the inside of Stalin’s skyscrapers, they have to go to Warsaw. Openness and affordability differentiate the Palace of Culture and Science in Warsaw from its Muscovite counter - parts and give it more international value. Taking into account that Russian and American respondents are tourists who have already visited the city and will probably come again, we identified the top three Warsaw buildings (among the chosen sites) with their roots in Socialist past which they would like to see (Fig. 16). A majority of the respondents from both groups wanted to see the Palace of Science and Culture and this again confirms the role of this building in the city’s identity. The Atrium which is not for public use is also in the top 3. This is probably a potential argument for the owners of the building to think about making the Atrium open for the public, even if only for limited hours. Conclusion After the fall of communism, the cities in post-So - cialist Central and Eastern Europe focused on the ‘Europeanization’ and ‘Westernization’ (Y oung, Kaczmarek, 2008). Warsaw’s ‘westernization’ from the architectural point of view is expressed in new glassy skyscrapers around the Palace of Culture and Science. ‘Europeanness’ had made its mark on ar - chitecturally valuable sites built in old pre-socialist