Technical frames of affect: Design-work and brand-work in a shopping mall (original) (raw)
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This article reviews recent literature on shopping malls that reaffirms their importance for human geography. Taking Goss’s seminal work on the ‘magic of the mall’ as a starting point, we trace how recent works attuned to emotion and affect have updated and inspired a re-conceptualization of this potential ‘magic’. Synthesizing the linkages between consumer architecture with spatial politics and emotional and affective sensibilities in those spaces, the article seeks to help set the agenda for further research in this field by emphasizing how social difference infuses the retail atmosphere and the way it reveals the workings of geopolitics.
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American Scientific Research Journal for Engineering, Technology, and Sciences, 2016
The decisions of the Alexandria Local Authorities would be a key motive power of the flourishing process in Alexandria City Center as a retailing center. The objective of this study is to pay more attention toward re-thinking "Emotionally" to identify any planning policies at various levels. This new tendency would be helpful for having a prosperous city center, after losing its significance as a retailing center. This degradation due to the presence of "Malls and Plazas" like 'City Center Mall," "Green Plaza," and "Down Town Plaza" lying on the peripheral of the city as well as many other reasons. Studying the Saad Zaghloul Street is part of this paper to prove that re-thinking "Emotionally" is the answer to the enhancement Alexandria City Center as a retailing center.
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This paper explores the built environment of a shopping mall in light of recent theoretical interventions that stress the affective dimensions of everyday political life. By drawing on sixteen weeks of ethnographic fieldwork at a shopping mall in central Buenos Aires, Argentina, I explore how retail affects are unevenly distributed across a diverse public, and how different bodies, in turn, affect the mall in particular ways. In short, this paper explores embodiment as an affective experience that coheres around raced, classed, and gendered bodies at the mall. As such, this paper helps clarify how ethnographic research can benefit from nonrepresentational theory and the ‘new materialism’ literature that challenges prevailing conceptual approaches to the politics of consumption.
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My article is not an attempt to return to old positions; it does not seek the lost paradise of feelings and sentiments that comprehend human relationships, but it does hope to scratch below the surface of consumption that shrouds the city today. Since the time of the ancient Greeks, one of the fundamental aims of philosophers has been to attain happiness. Today, however, that purpose is threatened. Happy people do not consume, but suffering, what is known in the advertising jargon as " post-shopping depression " has become the raw material for consumption.
Geographies of affect: In search of the emotional dimension of place branding
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Emotion is becoming one of the most important assets for the development of a strategy of place branding, with the primary aim of projecting competitive spatial identities through the use of brands. Despite this, few studies have focused on defining the role played by emotion in the affective connection that is established between people and places in the context of a place branding initiative. Consequently, the main goal of this article is to define a possible emotional dimension of place branding, by performing a meta-analysis and employing the contributions of emotional geography, environmental psychology and non-representational theory.