地理科学进展 ›› 2018, Vol. 37 ›› Issue (3): 327-329.doi: 10.18306/dlkxjz.2018.03.003

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“汽车产业体验世界”是真正的“产业文化基地”吗?

Dietrich SOYEZ()   

  1. 德国科隆大学, 科隆 50923
  • 收稿日期:2017-11-27 修回日期:2018-03-08 出版日期:2018-03-28 发布日期:2018-03-28
  • 作者简介:

    作者简介:Dietrich SOYEZ,德国科隆大学教授,曾任IGU副主席,主要研究方向为环境经济地理、工业遗产旅游,E-mail: d.soyez@uni-koeln.de

Automobile brand worlds:Do they also represent industrial heritage?

SOYEZ Dietrich()   

  1. University of Cologne, Cologne 50923, Germany
  • Received:2017-11-27 Revised:2018-03-08 Online:2018-03-28 Published:2018-03-28

摘要:

一个多世纪以来,大众集团在沃尔夫斯堡的工业品牌世界“大众汽车城”向世人展示着世界汽车工业技术和社会化发展历史。然而,对于20世纪30年代末-1945年期间,纳粹时期所发生的一些黑暗历史事件,诸如苦役劳动力和制造武器,却采取着遮遮掩掩的态度。甚至于试图让数以百万计的参观者们相信,大众汽车集团的历史仅可追溯至1945年。正面的历史部分被展示和传播着,黑暗的历史事件却被刻意忽视。因此,大众汽车城尽管整体上反映了汽车工业的重要成就、经历和组成,却并不足以成为具有完整历史价值的工业文化遗产。只有敢于承认和展示自身完整的(包括那些黑暗的部分)历史,大众汽车城才能成为一个真正的“产业文化基地”。

关键词: 产业体验, 汽车工业历史, 品牌营销, 真实性, 工业文化遗产的黑暗史

Abstract:

Volkswagen's industrial brand world Autostadt in Wolfsburg is a showcase of the world car industry's technical and social evolution since more than a century. It is, however, sanitized as to its own history during Nazi Germany from the late 1930 to 1945: Darker facets, such as forced labor and weapons production, are documented in a small museum in the factory proper. The brand world, however, gives millions of visitors the impression that the company's history only starts in 1945. Bright sides are celebrated, uncomfortable events excluded. The standard jeep used by the German army, for instance, the country's first car produced on a Fordist production line, based on what later became the famous people's car, the beetle, is neither mentioned nor exhibited. Thus, while reflecting important feats, processes and components of the automobile industry as a whole, its industrial heritage value is deficient.

Key words: industrial experience, automobile history, brand marketing, authenticity, dark industrial heritage