Analysis on the role of Social Capital in Capacity Building of Shairaz Brand (Case Study: District 2 of Shiraz)

Social capital includes aspects of social structure that facilitate collective action and mobilize resources. James Coleman believes that projecting social capital as recourse is one of the ways to introduce social structure in to the paradigm of rational action. City branding is the representation of this action in the field of cultural economy actors of the city which is a collective consequence and necessity arising from the complexities from the field of globalization, financial capitalism and Hollywood cinema.

Research Aime: 

general explanation and theoretical understanding of social capital and city branding, explanation and reasoning of the role of social capital and social network in capacity building of the production of city brand, evaluation of the social capital in the scale of street, neighborhood and whole city in second district of municipality, evaluation the effect of multi level social capital in capacity building of "Shiraz brand".

The research method is descriptive- analytical. Three- level scale of street, neighborhood and the whole city of 2 district of Shiraz municipality has been considered to measure social capital.

Studied Areas: 

2 district of municipality of is one of the eight districts of Shiraz municipality that placed in the south and west of the historical context and it extends along Modares and Abuzar axes to the western borders of the Shiraz airport. Its area is over 1680 hec and currently it has population of 178000 people.    

Shiraz is the city of Hafez's poetry. The representation of collective spirit in the literacy of city and romantic poetry and pre- branding of Shiraz. This article is looking for urban creations and capacity building such as business and brand through the reproduction of social capital in the 2 district of Shiraz municipality.

The results of the research indicate that the structural reproduction and capacity building of Shiraz brand is in the international context with the social capital of people.