摘要：The case of the residential – business complex in Flower Square in Zagreb is interesting in many ways. Actors involved in the project in 2007 and at the beginning of 2008 are analysed in the discourse analysis of three daily papers (Jutarnji list, Večernji list and Vjesnik). Briefly, the investor Tomo Horvatinčić presented his building project to the public at the end of 2006. The project immediately generated a heated discussion about the building and demolition in the square and two opposing parties emerged: those who supported the whole project and those who were against it from the very beginning. Those in favour of the project claimed that it was necessary to take care of the run-down buildings in the centre of Zagreb and the project was in fact in the best interest of all citizens. Those against emphasized a threat to the public space and public interest, traffic congestion, disregard of cultural and historical heritage of the place. This polarization brought out the main actors involved in the case of Flower square: they are political, economic, professional/expert and civil society actors. The civil sector (Pravo na grad, Zelena akcija etc.) and some professionals (architects, town planners, actors, sociologists and others) opposed demolition in the square and organized protests. The impression prevailed in public that certain town institutions and the Mayor of town Milan Bandić himself, strongly supported the project from the start since the Master city plan changed several times. Eventually, the project was somewhat modified due to the public and media reactions and the main investor even “threatened” to give it up. Regardless of the final case scenario, the question remains: how will this project, if finished, be incorporated into the centre of the city?
关键词：Zagreb; Flower square; actors; public space; reconstruction; gentrification; discourse analysis
