Forming a unique identity derived from cultural values hidden in the collective memories of citizens

BACKGROUND AND OBJECTIVES: The city is not just about appearance. People are present and live with architectural and urban spaces. The changes of Bojnord city after becoming the provincial capital have had many and sometimes destructive effects on the city. The issue of bad identity of cities is not a new one, but how to deal with it, despite the history of the problem, is still unclear. The present research tends to shape the specific identity of Bojnord city based on the cultural values ​​of the city (collective memories and narratives). Therefore, the concept of collective memories of the city has been investigated based on the experiences of residents of Bojnord. METHODS: The research was carried out using the Grounded Theory method and qualitative paradigm. The participants included 51 people including 32 women and 19 men, residing (as native) in Bojnord. Semi-structured interviews were used to collect data. FINDING:  According to the findings, the results of the review of the data were inferred in the 6-core categories, 41-Categories, 55-main Concepts, and 156-point (code) in the Maxqda software. Also, "location tagging (Space labeling) "(46.8percent/73 referrals) and "Native Arts and Local Events" (22.4 percent/35 referrals) were identified as the two main categories with the highest frequency of referenced indications. “The history of the city and its structure" (12.3 percent / 19 referrals) and "wall design" (7.7percent/ 12 referrals) are in the next priorities, respectively. CONCLUSION: Results indicate the urgent need to identify the particular concept of “collective memories" of each city to revitalize cultural value and the individual and social identity of it, over time.