Do reconhecimento internacional à apropriação local: significado do selo da UNESCO de cidade criativa para João Pessoa

Abstract

In the new knowledge economy, creativity has emerged as a competitive advantage and has redefined the role of cities on the international stage. Today, the creative economy is widely recognized as a central element of urban development and planning, a recognition consolidated by the UNESCO Creative Cities Network (UCCN). This study examines the meaning of the UNESCO Creative City designation for João Pessoa, highlighting its symbolic and practical dimensions based on the perceptions of policymakers involved in the application process and the implementation of the designation. Interviews with policymakers and official documents were analyzed through Content Analysis, supported by ATLAS.ti software. The title serves as a credential for joining UCCN, providing a space for the exchange of experiences and knowledge among cities committed to incorporating creativity into their urban planning. At the same time, it functions as a tool for city branding, enhancing its attractiveness. Among the observed benefits are national and international visibility, leadership in political networks, and opportunities for cooperation and knowledge exchange with other cities, factors that reflect both the symbolic and practical value of the designation. On the other hand, certain challenges are apparent, such as the population’s lack of awareness of the designation and difficulties stemming from political discontinuity and administrative culture. The findings indicate that both these opportunities and challenges are contingent upon the extent to which local governance embraces the designation. It is important to recognize that the concept of a creative city, as well as the UNESCO designation itself, is not uniform. Tensions arise between aspirations and practice due to local specificities, leading to different interpretations, as political goals, ambitions, and the way the designation is applied vary from city to city and can even shift within the same city depending on municipal administration and the actors involved.Nonetheless, what a city manages to achieve in practice represents a tangible accomplishment, even if imperfect. In this way, the study contributes to a deeper understanding of participation in the UNESCO Creative Cities Network by providing an in-depth analysis of the specific case of João Pessoa.