Symbols of Ethnicity in a Multi-ethnic Precinct: Marketing Perth's Northbridge for Cultural Consumption

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Selling Ethnic Neighborhoods: The Rise of Neighborhoods as Places of Leisure and Consumption, 2012, 1, pp. 120 - 137
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This chapter explores the various attempts to market Northbridgeâs ethnic diversity. It first outlines the history of Northbridge, detailing the changing historical patterns of immigrant settlement and the establishment of ethnic enterprises. It then looks at recent attempts to re-brand part of the neighborhood as a Chinatown, outlining the complex institutional environment of Northbridge and the role of various players in current strategies for redevelopment. The chapter concludes by considering the contradictory history of Northbridge as an ethnic precinct and reflecting on its ethnic identity and safety as an outcome of the interaction between key stakeholders among the critical infrastructure, regulators, immigrant entrepreneurs and ethnic community representatives.
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