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Imagining Global Amsterdam History Culture and
Geography in a World City 1st Edition Marco De Waard
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Author(s): Marco de Waard
ISBN(s): 9789048515134, 9048515130
Edition: 1
File Details: PDF, 2.18 MB
Year: 2013
Language: english
                                                                     imagining
                                                                     global
                                                                     amsterdam
                                                                     edited by marco de waard
                                                                     History, Culture,
                                                                     and Geography
                                                                     in a World City
Copyright © 2013. Amsterdam University Press. All rights reserved.
                                                                                                                                                        AMSTERDAM
                                                                                                                                                        UNIVERSITY
                                                                                                                                                        PRESS
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                         Imagining Global Amsterdam
Copyright © 2013. Amsterdam University Press. All rights reserved.
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                          Cities and Cultures
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                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                     Imagining Global
                                                                     Amsterdam:
                                                                     History, Culture, and Geography in a World City
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                          This book is published in print and online through the online OAPEN library (www.oapen.org)
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                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                     Table of Contents
Acknowledgments 7
                                                                     Introduction                                                                                                    9
                                                                     1. Amsterdam and the Global Imaginary                                                                           9
                                                                         Marco de Waard
                                                                     7. Form, Punch, Caress: Johan van der Keuken’s Global Amsterdam                                                125
                                                                         Patricia Pisters
                                                                     8. Rembrandt on Screen: Art Cinema, Cultural Heritage,
                                                                         and the Museumization of Urban Space                                                                       143
                                                                         Marco de Waard
                                                                     9. Imagining a Global Village: Amsterdam in Janwillem
                                                                         van de Wetering’s Detective Fiction                                                                        169
                                                                         Sabine Vanacker
                                                                     10. Amsterdam, City of Sirens: On Hafid Bouazza’s Short Story ‘Apolline’                                       187
                                                                         Henriette Louwerse
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                          Part III: Global Amsterdam’s Cultural Geography                                                           199
                                                                          11. Amsterdam and/as New Babylon: Urban Modernity’s
                                                                              Contested Trajectories                                                                                201
                                                                              Mark E. Denaci
                                                                          12. Amsterdam’s Architectural Image from Early-Modern Print Series
                                                                              to Global Heritage Discourse                                                                          219
                                                                              Freek Schmidt
                                                                          13. Amsterdam Memorials, Multiculturalism, and the Debate
                                                                              on Dutch Identity                                                                                     239
                                                                              Jeroen Dewulf
                                                                          14. Graphic Design, Globalization, and Placemaking
                                                                              in the Neighbourhoods of Amsterdam                                                                    255
                                                                              Bharain Mac an Bhreithiún
                                                                          15. A Global Red-Light City? Prostitution in Amsterdam as
                                                                              a Real-and-Imagined Place                                                                             273
                                                                              Michaël Deinema and Manuel B. Aalbers
                                                                          16. Global Eros in Amsterdam: Religion, Sex, Politics                                                     289
                                                                              Markha Valenta
                                                                               Contributors                                                                                         305
                                                                               Index                                                                                                309
Copyright © 2013. Amsterdam University Press. All rights reserved.
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                     Acknowledgments
                                                                     Modern Urban Novel’ in the Spring terms of 2010 and 2011. Their readiness to
                                                                     discuss a range of ideas and texts with me that ended up having a role in the mak-
                                                                     ing of this book was exemplary and inspirational; I can only hope they learned as
                                                                     much from the experience as I feel I gained by it myself. I dedicate this collection
                                                                     to all the students that I have had the good fortune to work with at AUC, that
                                                                     most international of colleges – as another way in which to cheer them on as they
                                                                     give meaning to what it is to be ‘global citizens’ in Amsterdam.
MdW
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
Copyright © 2013. Amsterdam University Press. All rights reserved.
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                     Introduction
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                          the square’s characteristic cobblestones. She, meanwhile, reads Jack Kerouac’s
                                                                          On the Road (1957) as if nothing could disturb her peace. What to make of this
                                                                          rich assemblage of images, sensations, and cultural markers? What kind of urban
                                                                          experience is conjured up by it? How should we understand the woman’s some-
                                                                          what enviable, but also rather curious moment of poise?
                                                                               In the context of a collection of essays on ‘imagining global Amsterdam’,
                                                                          the point to make is that the photograph, which is shown in detail on the cover
                                                                          of this book, points to three different kinds of cultural mobility, each of which
                                                                          firmly belongs to the present ‘age of globalization’. They are: the mobility of the
                                                                          tourist or corporeal traveller, moving across countries and continents to visit
                                                                          ‘capitals of culture’ (if not, to stay in Kerouac’s beatnik idiom, to be simply ‘on
                                                                          the road’); the mobility of the image – potentially any image – across time and
                                                                          space, a trend only intensifying now that the ‘society of the spectacle’ announced
                                                                          in the 1960s by Guy Debord has spiralled into hypermediacy and into incessant,
                                                                          neurotic re-mediation; and finally, the mobility of the ‘city’ as an imagined or
                                                                          mental construction in its own right, in the sense that it leads a life independent
                                                                          of its existence as a physical place, appealing to visitors, media users, and art
                                                                          and architecture lovers in contexts ranging from the Netherlands and Europe to
                                                                          America and Asia, and articulated by a spate of narratives and re-mediations.
                                                                          Paradoxically, this city as an imagined construct could be said to live a shadowy,
                                                                          shimmering existence while the images proliferate: under today’s conditions, the
                                                                          most successful ‘cities of culture’ – at least in commercial or cultural-economic
                                                                          terms – may be those where one has ‘always already’ been, even if one has never
                                                                          actually set foot in them.
                                                                               Indeed, if we stay with the example of the woman on Dam Square for just a
                                                                          little longer, we see several cultural scripts being played out in this photograph,
                                                                          none of which is unique to Amsterdam as a place. First, the ‘romance’ of a road
                                                                          novel like On the Road could be projected onto one’s travel experience in many
                                                                          other places. The novel scripts the woman’s encounter with Amsterdam in ways
                                                                          that make it ‘American’ or ‘global’ as well as Dutch or European. Second – and
                                                                          notwithstanding the special charm of this photo’s composition – a thematically
                                                                          comparable photo of a similar situation could have been taken in any other ‘capi-
                                                                          tal of culture’, hypermediated places such as Dam Square being available in every
Copyright © 2013. Amsterdam University Press. All rights reserved.
                                                                          tourist city today. (It is worth recalling here that in their seminal book Remedia-
                                                                          tion, Jay David Bolter and Richard Grusin compare heavily mediated cities to
                                                                          ‘theme parks’. Although the pull of historical gravity in this photograph is palpa-
                                                                          ble, the Dam Square it gives us hardly escapes this ‘logic of hypermediacy’ [Bolter
                                                                          and Grusin 1999, 169]). Third and last, even my own reading of the photograph
                                                                          and the museum poster in the above could not entirely avoid slipping into the
                                                                          language of the art catalogue or travel guide, and thus into the conventions of a
                                                                          globally circulating script, best summed up perhaps as the master script of ‘Euro-
                                                                          pean cultural heritage’ (more about which later). The point is that all these scripts
                                                                          are intensely repeatable across media and places, which means that none of them
                                                                          can define the singular experience of an urban space or place in its uniqueness.
                                                                          It is this free play of cultural mobilities and global performativities, of images on
                                                                          the move and people responding to their movements, that the present collection
10 introduction
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                     seeks to address – using Amsterdam as a strategic lens for bringing into focus the
                                                                     dynamics of urban image formation under conditions of globalization in society
                                                                     and culture.
                                                                     However, if the emphasis put here on the power and autonomy of images some-
                                                                     how suggests that Amsterdam is placed ‘under erasure’ in this collection, I should
                                                                     wish to disabuse the reader of this impression at once. Imagining Global Amster-
                                                                     dam turns to Amsterdam as a singularly fascinating case study for the manifold
                                                                     impact which globalization exerts, specifically in how it transforms urban life
                                                                     and culture, produces new relations to place, space, and travel, and generates
                                                                     new visions of both the city’s future and its past. In so doing, the collection takes
                                                                     as its subject not only articulations of Amsterdam as a ‘world city’ – indeed,
                                                                     ‘global Amsterdam’ as one may find it today, a major hub for international com-
                                                                     merce and tourism and the place where nearly 180 nationalities cohabit2 – but
                                                                     also globally circulating images of Amsterdam as produced and received over
                                                                     time, and finally, if somewhat elusively, what could be described as Amsterdam-
                                                                     themed imaginings of the ‘global’ as such – i.e., representations of the city that
                                                                     use it as a focal point for reflecting on the kind of global order which historically
                                                                     it has had a hand in creating, and, by implication, on that to which we now seem
                                                                     headed for the future.
                                                                          The existing scholarship on Amsterdam as a global or world city is large and
                                                                     diverse, but so far, historical and urban-geographical studies substantially prevail
                                                                     over studies of city imagery; what is more, Amsterdam’s global dimension, both
                                                                     in the seventeenth century and today, is still more often assumed as part of the
                                                                     background of other and more specialized inquiry than submitted to scrutiny in
                                                                     its own right, as the subject of reflective practice and representation.3 In brief,
                                                                     then, let me consider three compelling reasons why (the idea of) Amsterdam
                                                                     should offer a unique and exceptional case study for exploring the relationship
                                                                     between globalization, urban culture, and today’s ‘society of the image’ from a
                                                                     broad and international humanities perspective. The first is Amsterdam’s persis-
Copyright © 2013. Amsterdam University Press. All rights reserved.
                                                                     tent, but dynamic and contradictory association with the ‘global village’ idea:
                                                                     i.e., of a city relatively free of the darker connotations of global citydom which
                                                                     attach to primary or ‘core’ world cities such as London, Tokyo, or New York,
                                                                     while intensely globally (inter)connected through various worldwide networks
                                                                     and flows. To some extent, Amsterdam may owe its ‘global village’ image quite
                                                                     simply to its physical geography and scale, as when it is dubbed ‘the world’s
                                                                     smallest metropolis’ or ‘the smallest world city’ (Westzaan 1990, 27; Deben et al.
                                                                     2007, back cover); indeed, if world cities form the ‘faces’ of globalization, as has
                                                                     often been suggested, then Amsterdam provides it with a face that seems compar-
                                                                     atively friendly and humane. To some extent, also, the image borrows continued
                                                                     resonance and appeal from the ‘global village’ concept so famously promoted
                                                                     by Marshall McLuhan in the 1960s, as a utopian metaphor for a democratic
                                                                     and egalitarian world society integrated by global media. That Amsterdam has
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                          been considered directly in light of McLuhan’s concept/ideal speaks from the
                                                                          Amsterdam-based films of Johan van der Keuken, among others – discussed in
                                                                          chapter 7 in this book.4 However, if the ‘global village’ image of the city has long
                                                                          held special attraction, it is complicated by the international interest in contem-
                                                                          porary Amsterdam as the epitome of an open society, or as a space where an
                                                                          unequalled degree of tolerance and permissiveness, and an historically evolved
                                                                          culture of legal pragmatism, can be seen to co-exist with the possibility of li-
                                                                          centiousness or even the breakdown of social morals. Let me turn to Jonathan
                                                                          Blank’s feature-length documentary film Sex, Drugs & Democracy (1994) for
                                                                          a particularly resonant example. Exploring ‘the Dutch idea of a free society’ to
                                                                          wide American media coverage when it came out, Blank’s film documents Dutch
                                                                          policies regarding abortion and euthanasia, the legalization of ‘vices’ such as
                                                                          hashish, marijuana, and brothels, the Dutch wealth distribution system, and sex
                                                                          education for schoolchildren (among other subjects) through largely sympathetic
                                                                          interviews with local Amsterdammers, combined with evidence about low rates
                                                                          in teen pregnancy, HIV infection, and drug abuse. For many (foreign) online re-
                                                                          viewers, the image that is conjured up approximates a paradise on earth, at least
                                                                          by suggestion, thereby setting up an implicit standard for comparison. As one
                                                                          American reviewer put it in 2002: ‘I’m sure it is not a perfect society. … But it is
                                                                          as perfect a society that we could ever hope to see. And the film really does make
                                                                          one re-evaluate what freedom, liberty, justice for all and democracy really mean.
                                                                          And how far the USA has so profoundly regressed from those utopian elements
                                                                          on which it was founded’.5 Yet what also sticks is the image of a precarious bal-
                                                                          ance, of a socio-cultural lifeworld highly dependent on participation and civic
                                                                          consensus – which throws up the question how proof this society is against dif-
                                                                          ficulty and change and how capable it is of self-perpetuation.
                                                                               If for a long time, the image prevailed of Amsterdam as a place of radical
                                                                          freedom from prohibitions and legal constraints, a laboratory for ‘alternative’
                                                                          lifestyles, if one with a dangerous edge – typically popularized in such 1990s
                                                                          texts as Irvine Welsh’s story ‘Eurotrash’ (1994) and Ian McEwan’s noir novel
                                                                          Amsterdam, which carried the Booker Prize in 1998 – in the early 2000s new po-
                                                                          litical developments and socio-cultural trends introduced a sea change in how the
                                                                          city was regarded, at home as well as abroad. In January 2000, Dutch publicist
Copyright © 2013. Amsterdam University Press. All rights reserved.
12 introduction
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                     or misreading was involved, the global image of the city was changing for a fact,
                                                                     and so was its self-image at home. In the United States, readers with an interest in
                                                                     the Netherlands could now read Ian Buruma’s Murder in Amsterdam: The Death
                                                                     of Theo van Gogh and the Limits of Tolerance (2006) as well as watch Blank’s
                                                                     movie – even though, it should be added, the idea of Amsterdam as a pars pro
                                                                     toto of European-style social policy and welfarism also continued to have cur-
                                                                     rency, and still does so to this day (e.g. Shorto 2009; Fainstein 2010).
                                                                          I am, it must be obvious, sketching some highly complicated developments
                                                                     in very broad strokes here. In the context of the present collection, the point to
                                                                     make is that the cultural reorientation towards specifically Dutch traditions of
                                                                     liberty, tolerance, and civic life which was set in motion in the early 2000s has not
                                                                     only taken place in political forums and news media but also through literature,
                                                                     film, urban architecture, the visual arts, and graphic design, and that the impulse
                                                                     for this reorientation originates in international as well as domestic perceptions
                                                                     and concerns. Some of the essays that follow trace a response to the present cul-
                                                                     tural moment through re-imaginings and re-articulations of Amsterdam that are
                                                                     keenly alive to the utopian, dystopian, heterotopian, and various other inflections
                                                                     carried by the idea and image of the city in the eye of (inter)national beholders.
                                                                     It is hoped that such studies add to our understanding of the intensity of global
                                                                     exchange which has been invited by Amsterdam’s city image over time, and that
                                                                     they expand the imaginative and intellectual space in which current socio-politi-
                                                                     cal discussions are being played out.
                                                                          The second reason why Amsterdam’s place in modern urban and global imag-
                                                                     inaries deserves attention and study in its own right is its inscription, qua ‘world
                                                                     city’, in two historical moments that are powerfully linked by contemporary
                                                                     resonances. On the one hand, the idea of Amsterdam remains inextricably tied
                                                                     up with the Dutch ‘moment of world hegemony’ during the seventeenth century,
                                                                     when for some fifty years the city formed the heart of a capitalist world system
                                                                     maintained through the Dutch East India Company (Vereenigde Oost-Indische
                                                                     Compagnie or VOC) and the West India Company (WIC), among others – the
                                                                     former, famously, often ‘considered to have been the first transnational [trad-
                                                                     ing] company in the world’ (Nijman 1994, 211). As the historical sociologist
                                                                     and world-systems theorist Giovanni Arrighi has written, these ‘Dutch chartered
Copyright © 2013. Amsterdam University Press. All rights reserved.
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                          chapter shows in discussing colonial iconography still decorating many buildings
                                                                          and gables in the city today.
                                                                              On the other hand, Amsterdam and the Netherlands are in various ways
                                                                          caught up in the present ‘age of globalization’ – contemporaneous with that
                                                                          multiheaded gorgon now commonly known as neoliberalism, roughly stretching
                                                                          from the late 1970s into the present day (for periodization, see Harvey 2005).
                                                                          Neoliberal globalization makes itself felt in Amsterdam in various ways. It gener-
                                                                          ates transformations of urban space, most notably in the Zuidas district and the
                                                                          city centre, which is often said – and feared – to fossilize into a ‘theme park’ of
                                                                          some kind.7 It also works on the level of the (immigrant) neighbourhood or wijk,
                                                                          where it creates new kinds of urban literacy, new forms of urban identification,
                                                                          and new models of local and communal belonging. Finally, it makes itself felt
                                                                          through processes of city branding and city marketing that are omnipresent in
                                                                          some of Amsterdam’s lived, physical spaces, as they are in images in the media
                                                                          (the I amsterdam branding campaign, considered by Bharain Mac an Bhreithiún
                                                                          in chapter 14, being a conspicuous case in point). ‘Global Amsterdam’ provides
                                                                          us with plenty of examples, then, of the intertwinement of the local and the glob-
                                                                          al so often discussed under the rubric of ‘glocalization’, in the term promoted by
                                                                          Roland Robertson (1995). ‘Glocalization’ refers to the local inflections – through
                                                                          urban spaces and practices, subjectivities and identities – given to globally circu-
                                                                          lating trends, and thereby to the intense and dynamic interdependence of the two.
                                                                          In this sense the concept throws up important questions about determination and
                                                                          resistance, about ‘strategy’ (hegemonic) and ‘tactics’ (from below). In Part III
                                                                          of this book, about global Amsterdam’s cultural geography, the reader finds in-
                                                                          depth discussion of examples of localized inscriptions in global processes: from
                                                                          the elevation to ‘global heritage’ status of Amsterdam’s inner-city grachtengordel
                                                                          in 2010, which Freek Schmidt considers in the conclusion to his chapter, to the
                                                                          place of Amsterdam’s Red Light District in the city’s image and self-representa-
                                                                          tion at home and abroad, discussed from different angles in chapters 15 and 16.
                                                                              If Imagining Global Amsterdam studies how globalization impacts on the
                                                                          city’s cultural geography, another – and closely related – aim it hopes to achieve
                                                                          is this: to show that some of the literary and artistic articulations of Amsterdam
                                                                          of recent years, specifically in the English-speaking world, go a long way towards
Copyright © 2013. Amsterdam University Press. All rights reserved.
14 introduction
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                     to do, as Joyce Goggin and Erinç Salor show in an astute analysis of two novels
                                                                     of this kind, with current anxieties about volatile markets, risk financing, and
                                                                     the ‘financialization of everyday life’ (chapter 5). The other trend is that of the
                                                                     pronounced surge of interest, in the Netherlands but also in the English-speaking
                                                                     world, in the historical and cultural relations between Amsterdam and New York
                                                                     – an interest one could date back at least to Russell Shorto’s bestselling The
                                                                     Island at the Centre of the World: The Epic Story of Dutch Manhattan and the
                                                                     Forgotten Colony That Shaped America (2004), and which has gathered steam
                                                                     with the 400th anniversary of New York-Amsterdam relations in 2009. Let me
                                                                     emphasize the novelty of this interest, before considering its relevance for current
                                                                     urban and global imaginaries. From an American and New York perspective, it
                                                                     could be said as recently as 1999 that ‘the unflattering caricatures of backward
                                                                     and inept Dutch people that permeate our culture’ lent the ‘colonial Dutch’ who
                                                                     governed New Netherland ‘a timeless quality that tends to separate them from
                                                                     the stream of historical action’ (Goodfriend 1999, 19). Thus New York colonial
                                                                     history remained firmly Anglocentric, its Dutch episode a mere prelude to post-
                                                                     1664 or post-1674 English rule. The recent renascence of interest, by contrast,
                                                                     marks a new desire to experience American history through the lens of other, in-
                                                                     tersecting continental and national cultural paradigms. That this trend has trav-
                                                                     elled from academic historiography to popular histories like Shorto’s, and from
                                                                     thence to representations in literature, film, and the visual arts, may indicate an
                                                                     imaginative need on the part of audiences and readers to ‘imagine globality’ or
                                                                     become ‘globally conscious’ in new ways. This would certainly go some way
                                                                     towards explaining the re-articulation of markers of ‘Dutchness’ in notable New
                                                                     York-based novels such as Joseph O’Neill’s Netherland (2008) and Teju Cole’s
                                                                     Open City (2011), or in a film such as Wall Street: Money Never Sleeps (2010),
                                                                     and it would suggest a global context for interpreting such cultural expressions
                                                                     and their role in cultural memory. (In chapter 6, the case of Netherland is used to
                                                                     explore how the idea and image of (New) Amsterdam mediates between differ-
                                                                     ent spatial and temporal orders, in ways that are formative of this novel’s ‘global
                                                                     aesthetic’ and of the cosmopolitan ideal expressed in it).
                                                                         The third and final reason why Amsterdam merits special attention from the
                                                                     perspective of humanities-based globalization research is that articulations of the
Copyright © 2013. Amsterdam University Press. All rights reserved.
                                                                     city – both in commercial and political discourses and in literature, film, and the
                                                                     visual arts – have in recent years become deeply implicated in Europe’s cultural
                                                                     heritage industries and in the processes of politicization and commodification
                                                                     with which they are tied up. In a recent study titled Tracking Europe: Mobil-
                                                                     ity, Diaspora, and the Politics of Location, Ginette Verstraete has mounted a
                                                                     searching critique of the official, hegemonic discourses of European citizenship
                                                                     and transnational identification through which EU member states engage in the
                                                                     ‘worldwide marketing of unity-in-diversity’, specifically through the promotion
                                                                     and practice of cultural tourism that is centred on ‘cultural capitals’. European
                                                                     cities, Verstraete argues, are increasingly given to standardizing the cultural-his-
                                                                     torical markers of ‘difference’ and ‘authenticity’ that constitute their ‘identity’
                                                                     within a geography which converts such markers into vital political/economic
                                                                     currency. In this argument, the European promotion of cultural mobility and
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                          travel is seen as highly ideologically charged: ‘In a borderless Europe of cultural
                                                                          diversity, tourists from Europe and far beyond flock around with pictures and
                                                                          cultural narratives that connect Europeanness to a variety of unique destinations,
                                                                          sight-seeing (the viewing of images) to site-seeing (the viewing of places), and
                                                                          citizenship to imaginary transportation within a stereotypically differentiated ge-
                                                                          ography of cultural heritage’ (Verstraete 2010, 10). In a sense, Verstraete’s argu-
                                                                          ment forms a – richly contextualized – variation on the long-standing debate in
                                                                          globalization scholarship about the relations and tensions between cultural het-
                                                                          erogenization and homogenization, inviting us to look at European heritage cities
                                                                          as invested in something like the standardized performance of ‘heterogeneity’. As
                                                                          will be seen, this argument is particularly relevant for the concerns of the present
                                                                          book, and it is important to keep in mind as a background for some of the critical
                                                                          questions that are asked in the chapters that follow – about Amsterdam’s place
                                                                          in Europe’s cultural economy and geography, but also about new subjectitivies
                                                                          and performativities that can be seen to surface in the global heritage city. Indeed,
                                                                          from the ‘museumization’ of urban space in Rembrandt Year 2006 (chapter 8), to
                                                                          the commodified performance of the ‘authentically’ local or national in a popular
                                                                          neighbourhood like De Pijp (chapter 14), the incorporation of the culturally ‘dif-
                                                                          ferent’ and ‘distinctive’ in a new dynamics of commercialization and branding
                                                                          throws up urgent questions about place and space, about identity and memory,
                                                                          and about cultural agency and power.
                                                                              Imagining Amsterdam, imagining globality: in the fifteen essays that follow,
                                                                          (global) images of (global) Amsterdam are approached as forms of imagining,
                                                                          advancing one’s understanding of, or otherwise responding to ‘the global’ itself,
                                                                          both in view of the city’s past and in view of contemporary transformations. The
                                                                          essays are informed by perspectives ranging from cultural history, art and ar-
                                                                          chitecture history, and film studies to comparative literature, human geography,
                                                                          and urban planning. While they are diverse in terms of scholarly background,
                                                                          perspective, and approach, what unites them is a shared commitment to histori-
                                                                          cization – in the assumption that the dynamics of image making in regard both
                                                                          to Amsterdam and to ‘globality’ as such can be traced a very long way back, and
                                                                          that trying to do so enriches our critical sense. The combined effect, it is hoped,
                                                                          is to expand the repertoire of historical and cultural case studies that help us
Copyright © 2013. Amsterdam University Press. All rights reserved.
                                                                          Imagining Global Amsterdam breaks into three parts. The first part, ‘Historiciz-
                                                                          ing Global Amsterdam’, puts the idea and image of Amsterdam as ‘world city’
                                                                          in historical perspective in two different ways. On the one hand, it revisits early-
                                                                          modern Amsterdam to inquire how Amsterdammers conceived of themselves and
                                                                          their city as part of a larger, global or globalizing whole – specifically through
                                                                          their experiences with overseas trade and the changes it brought to their society
                                                                          and culture. What did it mean for them to be ‘globally conscious’, and how did
16 introduction
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
                                                                     they express their emerging sense of ‘the world as a whole’ (or, what Roland
                                                                     Robertson and David Inglis have proposed to discuss in terms of a ‘global ani-
                                                                     mus’ [2004])? How did it transform the image and self-presentation of the city
                                                                     that it knew itself ‘globally connected’? On the other hand, the section treats the
                                                                     question of Amsterdam as an historic ‘world city’ retrospectively, as a subject of
                                                                     cultural memory, asking how historical narratives – in literature, film, and popu-
                                                                     lar culture – look back on the city’s early-modern hegemonic moment now and in
                                                                     light of the cross-historical resonances already suggested above.
                                                                          The first three essays respond to the first set of questions by placing the role of
                                                                     commerce, capital, and cosmopolitanism in early-modern Amsterdam very firmly
                                                                     in the context of a nascent ‘global awareness’. Ulrich Ufer, in ‘Imagining Social
                                                                     Change in Early-Modern Amsterdam’, looks at early attempts by Amsterdam-
                                                                     mers to consider the city and themselves through the lens of three urban imagi-
                                                                     naries with distinctly global dimensions: respectively, an urban imaginary that
                                                                     was largely affirmative of global economic enterprise and the logic of accumula-
                                                                     tion which it was seen to set in motion; an imaginary that was more ambivalent
                                                                     about global commerce and its impact on urban life; and finally, an imaginary
                                                                     that questioned the city as a site of accumulation and affluence through the use
                                                                     of dystopian imagery and tropes. The chapter intersects with, and builds on, the
                                                                     work so influentially conducted in this area by Simon Schama, among others
                                                                     (1987). At the same time it foregrounds – in ways that resonate with other chap-
                                                                     ters in this book – the emergence of new conceptualizations of history, change,
                                                                     and progress in early-modern Amsterdam, asking attention for the complex tem-
                                                                     poralities involved in imagining the global. Dorothee Sturkenboom, in ‘Amidst
                                                                     Unscrupulous Neighbours: Amsterdam Money and Foreign Interests in Dutch
                                                                     Patriotic Imagery’, focuses on eighteenth-century representations of the Dutch
                                                                     spirit of commerce and enterprise, of Dutch national finance, and of the idea of
                                                                     ‘Amsterdam money’ to consider the interaction of these elements in light of three
                                                                     frames of reference: the urban, the national, and the transnational or European.
                                                                     It is seen that cultural representations of Dutch finance and Amsterdam money
                                                                     struggled to reconcile the idea of national or patriotic interests with that of the
                                                                     city as a site of free exchange, open circulation, and transnational connectedness.
                                                                     This links the chapter to the general theme of urban cosmopolitanism which
Copyright © 2013. Amsterdam University Press. All rights reserved.
                                                                     runs through this section – in Sturkenboom’s case studies, primarily the subject
                                                                     of cultural anxiety and critique. Finally, Michael Wintle’s ‘Visualizing Commerce
                                                                     and Empire: Decorating the Built Environment of Amsterdam’ traces some of
                                                                     the prominent ways in which the impulse to visualize global commerce and em-
                                                                     pire entered the built environment of Amsterdam. The popular historical writer
                                                                     Geert Mak has referred to Amsterdam as ‘almost an anti-monument turned flesh’
                                                                     (2001, 3). But if it is true that Amsterdam lacks the ‘architecture of prestige’
                                                                     which determines the image and self-presentation of various other European cap-
                                                                     itals, Wintle’s essay reminds us that it has not been free from monumentalizing
                                                                     impulses of its own, resulting in a (bourgeois) iconography of global prestige.
                                                                          Part I is completed by two essays from the field of literary studies which con-
                                                                     nect to the previous three by foregrounding – again – the themes of capitalism,
                                                                     commerce, and cosmopolitan life, but which also differ from them in that they
                                                   Imagining Global Amsterdam : History, Culture, and Geography in a World City, Amsterdam University Press, 2013. ProQuest Ebook
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