Date of Award

Fall 2020

Document Type


Degree Name

Master of Arts (MA)


Global Arts and Cultures

First Advisor

Ijlal Muzaffar


Spaces contain and create meanings through the interplay of their surrounding physical and mental landscape i.e., geography, social activity, and representation. Like many defined spaces, Montréal is not only a social and spatial manifestation of a singular community, but an ideal conceived and constructed through interpretation, objectives, and media portrayal— a mosaic or assemblage. Conceptualising Montréal as a brand being one of the cultural capitals of Canada is deeply tied to an assemblage of its diverse roots and identity beyond its history. This thesis explores the notion of city branding to understand how a city’s image and reputation evolves in response to multiple forces of development, gentrification, transport, public spaces and arts, tourism, and financial pressures. In this study, I will be questioning how Montréal presents itself officially through the department of Tourisme Montréal to shape these narratives/identities.



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