Abstract:
Winnipeg has not always been blessed with a good image. In fact, the city tends to be viewed unfavourably in other parts of Canada. This is despite the fact that when indicators of its quality of life are scrutinised, the city seems to be deserving of a much more positive image. This study analyses the discrepancy between the city's actual quality-of-life image and that which it should be expected to have. It also attempts to decipher some reasons for the existence of these images and to suggest some policies which planners can adopt to address the discrepancy. Using a number of previously done studies as both methodological and substantive guides, the thesis employs original key informant interviews and content analyses to provide a complete inventory of Winnipeg's quality-of-life image. The result is that certain aspects of the city's image, namely its climate and its economic opportunities, are viewed more negatively than others. It was also determined that the city had strengths (its arts and recreational opportunities, housing costs and the actual state of its economy), some of which were already possessed of a positive image, and some of which were not. Planners, by emphasising the city's positive aspects and creating policies to address the negative ones, can begin to alter Winnipeg's perceptual problems.
