Navigating the Spectacle in the Era of Media Facades in Urban Space

This research paper is part of a seminar study at the Royal College of Art MA City Design Term 2, Embodied Knowledge and Urban Struggle, run by Charlotte Grace.

2024.04.11

ABSTRACT

This research explores the evolution and impact of media facades as both commercial entities and potential landmarks within urban landscapes. From the advent of neon signs, it investigates the historical development of digital facades that promote interactive urban communication platforms through the integration of digital technologies. Analyzing how media facades mediate social relations and reinforce capitalist dynamics by prioritizing visual consumption, the study applies Guy Debord’s Spectacle Theory to critique their role in contemporary cities. Additionally, it examines two counter-approaches to spectacles through a comparative analysis of Facadism and the Clean City Law, while also considering alternative scenarios, such as environmental awareness campaigns, that highlight the potential for media facades to contribute to broader social interests beyond commercial advertising. Addressing issues of access and control, the research notes that the authority over urban spectacles is often concentrated in the hands of corporations or governments with significant economic and political resources, shaping the dominant visual narratives of cities. In response, the study proposes a democratized approach to media facades, advocating for their transformation into inclusive and participatory spaces. By expanding control over urban spectacles to include marginalized communities and activist groups, media facades can be reimagined as tools for social change, fostering diverse voices and narratives that reflect the complexity of urban life.