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| Consuming the Urban Cultural Space through the Body: A Focus on Physical Bookstore Space |
| JIANG Ling |
| School of Media and Communication, Shanghai Jiao Tong University, Shanghai, 200240 |
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Abstract In today’s consumer society, the body has become an intermediary with cultural attributes and social relationships. People use bodily consumption to showcase their symbols, tastes, and styles, giving themselves a certain identity and status while connecting with social capital and social relationships. As a type of urban cultural space, physical bookstore space carry more than just the buying and selling of books; they also embody a profound cultural significance. By focusing on physical bookstore space, this study examines the factors that contribute to the consumption of urban cultural space through the body, including the body as a target of discipline, temporary “escape” from real life, spatial segregation, and personal identity formation. The consumption of urban cultural space through the body features functionality, symbolism, identity, emotion, and identification. It generates various functions and effects such as the creation of spatial symbolic value, the promotion of localized cultural spaces, and the construction of identity boundaries between “self” and “others”. However, contemporary urban cultural space consumption through the body is influenced by negative factors such as commercial interests and consumerism, resulting in the alienation of immediate experiences and sensory stimulation, a tendency towards commodification and cultural disorder. To enhance the quality of bodily consumption in urban cultural space, it is necessary to focus on the content of urban cultural space, cultivate unique cultural brands, integrate diverse spatial functions, create experiential space, improve the quality of cultural activities, and enhance embodied experiential value. Additionally, leveraging digital technologies to empower cultural space, cultivating a literary atmosphere in the city, and promoting symbiotic development with urban life are crucial. Furthermore, extending the value chain of the industry and promoting the development of new formats in urban cultural space are essential steps.
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Received: 20 June 2023
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2023, Vol. 40 
