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Beautiful WastelandThe Rise of Detroit As America's Postindustrial Frontier$
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Rebecca J. Kinney

Print publication date: 2016

Print ISBN-13: 9780816697564

Published to Minnesota Scholarship Online: May 2017

DOI: 10.5749/minnesota/9780816697564.001.0001

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PRINTED FROM MINNESOTA SCHOLARSHIP ONLINE (www.minnesota.universitypressscholarship.com). (c) Copyright University of Minnesota Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in MNSO for personal use.date: 17 May 2022

Fanning the Embers

Fanning the Embers

Branding Detroit as a Phoenix Rising

(p.65) Chapter 3 Fanning the Embers
Beautiful Wasteland

Rebecca J. Kinney

University of Minnesota Press

The third chapter examines the story of Detroit’s rebirth through both a reliance on its storied past and the possibilities of the future through an examination of a wildly successful commercial starring Eminem. It provides the connective tissue between the storied past of Detroitas as a location of workers and the contemporary narrative of a city on the rise. At its center is the mythic tale provided by the 2011 Chrysler “Born of Fire” commercial. The narrative tale of a rebirth of a city, and by extension the American auto industry, in the face of epic decline makes the story of Detroit the ultimate comeback tale—a phoenix rising from the ashes of destruction.

Keywords:   Detroit, Media, Narrative, Urban decay, Eminem, Chrysler, Corporation, Advertisement

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