“Zašto bi dolina rijeke Ruhr mogla postati novi Berlin”

Drawing on ethnographic data collected from regional Instagram marketing in the Ruhr Valley, this article explores the social and symbolic dimensions of charisma as a resource of civil actors in postindustrial governance settings. It is argued that charismatic Instagram users not only utilize the past as a resource for figurative practices, but also transform it symbolically by mixing it with elements derived from the cultural meaning repertoire of Berlin as a role model for a creative city. Furthermore, results are presented on how Instagram users and public marketing actors engage in the socioeconomic transformation of the region: both groups pursue the goal of bringing forth a new economic imaginary for the region. While charismatic Instagram users aim at redefining the Ruhr Valley by playfully challenging and transforming its industrial structures, regional marketing mainly focuses on following a path set by Berlin, based on the shared characteristic of an industrial past in both areas.