The material geographies of advertising

Concrete objects, affective affordance and urban space

Datos Bibliográficos

ID4138891
AutoresThomas Dekeyser (0000-0002-3809-313X, University of Southampton)
Año2018
Volumen50
Número7
Páginas1425-1442
Fecha de publicación2018-10-01
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaEnvironment and Planning A Economy and Space (JOURNAL)
Identificadores de la revistaISSN: 0308-518X • E-ISSN: 1472-3409
EditorialSAGE Publications Inc (PUBLISHER)
DOI10.1177/0308518x18780374
OpenAlexW2808024792
IdiomaEN
Citas recibidas11
Referencias citadas45

This paper contributes to an expanding concern with the urban geographies of advertising. The paper outlines the need to investigate the difference the material logics of advertising technology (hardware, software and code) make to the bodies and spaces of urban life. Through an intensified capacity to selectively open up to and interact with urban space, I argue, technological advancements in outdoor advertising launch the advertising object into a more compatible relation with urban space. I exemplify this by pulling out and detailing the recent development of image-recognition technology, anti-hacking features and thermal management systems, each of which are becoming central to the contemporary material conditions of outdoor advertising. Through the lens of Gilbert Simondon's notion of 'concretisation', these technological advancements are conceptualised as resolving particular commercial incompatibilities in the relation between advertising object and excessive environments. Taken together, they leverage the outdoor advertising object's control over its capacities to affect and be affected, that is, over its affective affordance. I suggest this has significant implications for how we engage and intervene into the politics of advertising geographies

Advertising · Aesthetics · Affordance · Art · Business · Human–computer interaction · Leverage (statistics · Object (grammar · Regional science · Relation (database · Sociology · Urban space · Computer Science · Geographies of human-animal interactions · Photography and Visual Culture · Public Spaces through Art · Artificial Intelligence