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Title:
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City Images. An inside view of the marketing potential of Stockholm
City´s Memory of the World.
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Brief summary:
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In 2011
the building drawings in Stockholm City Archives were inscribed on Unesco:s
register Memory of the World. The registration created a strong influx of
interest in the 2.5 million objects in the collection, which subsequently
resulted in different marketing projects. This study reflects on the
outcome of the measures undertaken since 2011.
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Content:
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The time
and scope of this material – the city of Stockholms current and past
buildings for the last 300 years – is a central aspect of the collections
status as a Memory of the World. Its complete nature allows researchers to
raise questions about many issues: architectural, social, economic and
political. But it is also important to note the simple fact that these
drawings are images. Their status as images makes them readable all
over the world. Since 2011 Stockholm City Archives has been involved in
several projects where the images contained within the city´s Memory of the
World have been used. The most important of these projects is the
production of a book about the collection between 1713 and 1913. The book
was produced in cooperation with the commercial publisher Max Ströms
Förlag. The book´s authors were the former city architect Per Kallstenius
and the director of the Stockholm City Archives Lennart Ploom. Per
Kallstenius has previously produced books about the history, present and
future of Stockholm in cooperation with commercial publishers. The images
have also been used by Swedish Posten AB (General Swedish Post
Administration) for a collection of stamps, in an exhibition at the
Stockholm City Archives and in the making of a promotional film about the
collection in cooperation with the Stockholm City Building Administration. In
this study Lennart Ploom, the City Archivist and one of the authors of the
book published by Max Ströms Förlag, reflects on the use of images in the
Memory of the World-collection. The text is co-written with PhD Mats Hayen,
an archivist and historian at the Stockholm City Archives.
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Scientific contribution:
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The
opening of archives and the increase of images used on different markets is
an important process that is currently changing the nature of archives and
their commercial role in contemporary society.
The
digital revolution of the past twenty years have created a totally new
arena for images contained within the archival sector. With digital access
and with the creation of news ways of enabling uses of images under
different levels of copyright control a market is quickly developing, with
both commercial and non-commercial interests at stake. The authors of this
study, director of the Stockholm City Archives Lennart Ploom and PhD Mats
Hayen, have followed this process from the inside in the case of Stockholm
City´s Memory of the World. Our reflections in the study are based on our
roles as archivists and historians within the city administration of
Stockholm.
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Keywords:
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UNESCO, Memory of the World, Stockholm City Archives, Sweden,
Building drawings, 18th century, 19th century, 20th century, City archives,
images, marketing.
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