Gro.Jerpasen@asker.kommune.no 2
Views, use and reception of visualisations of development proposals impacting cultural heritageVisualisations of land-use projects have become an important part of the planning process. Using a survey of heritage professionals' attitudes towards visualisations as a starting point, this article addresses tensions between the expressed usefulness of visualisations and critical attitudes towards the lack of 'objectivity' of visual representation and the risk of manipulation for strategic purposes. Moving from the survey, the article discusses how visual representations of development proposals became part of a Norwegian public dispute over the expansion of a shopping centre in a historic town. Furthermore, our aim is to introduce a social semiotic approach for analysing visualisations at historic sites. Finally, we discuss some theoretical implications of negotiating visualisations, with emphasis on the recent debate about representational and non-representational theories in heritage studies.Keywords: Visualisations; heritage; land-use planning; social semiotics; objectivity; nonrepresentational theory
IntroductionThere is a long tradition for using visualisations in land-use planning and impact assessments in both urban and rural areas. Indeed, images are strong policy instruments and often central in the process leading to decision-making in land-use planning. Thus, the use of visualisations deserves critical attention. Yet, visualisations are more often dealt with in relation to creativity and design, rather than heritage. 1 This article addresses the gap by firmly situating visualisation within the field of heritage studies.Starting from a survey on heritage professionals' use of and attitudes towards visualisation, we examine why and how visualisations can be a significant part of heritage disputes. Inspired by 'social semiotics', we explore possible ways to 'read' visualisations and discuss how they and their materialisations have been read and received by heritage professionals and in newspaper debates.1 For some exceptions, see e.g. Watson and Waterton (2010), Waterton and Watson (2014).
3The article starts by situating the practice of visualisation before theorising visualisation, drawing on social semiotics and non-representational theory. This is followed by a brief description of the methods and sources used before the data is presented. Prior to discussing the results of the survey and the case study of Brotorvet, we briefly introduce the planning framework of Norway, drawing attention to how visualisations may be used as part of the planning process. Finally, the article is concluded by a discussion on the theoretical framing of visualisation.
Introducing visualisationThere has been an increased interest in cultural heritage and landscape in the last two decades
4With the increased development pressures in urban and rural areas alike, visualisation becomes an ever-important means of presenting the potential impact of development projects and informing decision-making....