Detroit Is Cool Again: A Longitudinal Case Study on the Dynamism of Coolness in the Context of City Branding

Abstract

The concept of coolness is in a state of constant flux – what may be considered cool today may not necessarily retain its coolness in the future, and vice versa. In particular, little is known about the dynamism of coolness within the multifaceted context of cities. Consequently, this research aims to present a theory and methodology for tracking changes in city coolness over time.

This thesis undertakes a qualitative approach to investigate the changes in Detroit's coolness between 1990 and 2020, using archival data from newspaper articles. The study employs Kock's coolness dimensions scale (2021) as a framework for measuring coolness over time, where the newspaper articles have been coded within the four dimensions (authenticity, originality, vibrance, and rebelliousness) to explore how Detroit's coolness has changed.

The findings suggest that the four dimensions can be employed to measure city coolness over time. However, authenticity and rebelliousness were present throughout the entire time frame, but their contributions to the city's coolness were not always perceived as being positive. Furthermore, the study highlights that the four dimensions are dependent and that they affect each other in the three identified stages of city cool, namely uncool, niche cool, and mass cool.

The research also critically discusses and examines its findings in light of previous literature, arguing that authenticity and rebelliousness may not always have positive associations. The implications of this research make it possible for managers to influence coolness over time, and influence and address the various stages a city undergoes in its coolness journey. This study emphasizes the importance of considering coolness as a dynamic and evolving construct and offers insight into how cities can move from being uncool to cool. Furthermore, the research’s novel approach provides future studies with new ways how to extend the findings beyond the domains of city cool.