Karolina Rije？ka – an Example of a Potential City Brand as Gender Stereotype in the Context of Identity Values of the Post-Modern and Capitalist Ideology

Sa？etak According to the post-modern view, identity is a modifiable category, which is accordingly addressed in an ever more fragile and fragmented manner. It is first and foremost a rational construction, while culture is most frequently looked upon as the main point of reference in creating and understanding identity. Culture, interpreted as general communication process, is inevitably exposed to imperatives of economic and globalisation trends. City is one of the principal frames for building native identity. In order to survive market competition, it is primarily endeavoured to form city identities, i.e. to find such a city brand that would remain recognisable within the mass offer. Interpretations of native history serve directly the creation of city identity, which might represent it on the market. The city of Rijeka, searching for its own identity, has formed its potential city brand – Karolina Rije？ka – on the foundations of a rather shallow interpretation of local history, without solid confirmation in historical sources. Within the framework of capitalistic economic and market values, the identity of the city heroine as a woman, whose only potential to influence the historical sequence of events lies in her own sexuality, has been constructed. In this way, stereotypisation, vulgarisation and one-dimensionality of city identity are stimulated; moreover, a direct and irresponsible impact on the mass understanding of human relations and historical events is exercised