ABSTRACT
This chapter examines the discourses surrounding history, heritage, and urban transformation in post-industrial Salford, United Kingdom, from 1985 to 2021. Once overshadowed by Manchester and historically labelled as “the classic slum”, Salford has undergone significant change, particularly with the arrival of MediaCityUK and the BBC in 2011. Analysing media narratives, city development plans, and Facebook heritage groups, the chapter explores how ideologies of transition have shaped the city’s regeneration. It highlights how local residents have used social media to mediate discussions about heritage loss, such as the demolition of industrial structures like cranes and gasholders, revealing tensions between nostalgia and progress. While these digital spaces offer an outlet for collective memory and civic engagement, they often replicate traditional media gatekeeping and fail to challenge power structures effectively. The chapter argues that Salford’s transformation reflects broader ideological struggles over urban renewal, digital futures, and the commodification of space. The findings suggest that while local discourses acknowledge the necessity of development, they also expose a sense of cultural dissonance and disempowerment among residents. Ultimately, the chapter underscores the complexities of mediated heritage debates and their implications for urban identity in the digital age.
