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Chapter 16 - #CovidArcadia: The Pandemic Conditions of the Emergence of Digital-Affective Atmosphere

from Part IV - Markets in Motion: Places and Spaces

Published online by Cambridge University Press:  22 November 2024

By
Kath Bassett ,
Elif Buse Doyuran ,
Liz McFall  and
Addie McGowan
Edited by
Susi Geiger ,
Katy Mason ,
Neil Pollock ,
Philip Roscoe ,
Annmarie Ryan ,
Stefan Schwarzkopf  and
Pascale Trompette
Susi Geiger
Affiliation:
University College Dublin
Katy Mason
Affiliation:
Lancaster University
Neil Pollock
Affiliation:
University of Edinburgh
Philip Roscoe
Affiliation:
University of St Andrews, Scotland
Annmarie Ryan
Affiliation:
University of Limerick
Stefan Schwarzkopf
Affiliation:
Copenhagen Business School
Pascale Trompette
Affiliation:
Université de Grenoble
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Summary

This chapter draws on a mixed-method project that explored retail market encounters in Edinburgh during the pandemic. It borrows from Walter Benjamin’s methodological and conceptual approach in the arcades project to explore how online settings, notably Instagram, function as market spaces. Arcades, for Benjamin, work by using their architecture to create atmospheres conducive to specific actions – lingering, browsing and purchasing. Arcades and Instagram share material and technical features that are orchestrated to shape action and in this both parallel the functions of ‘market devices’. The significance of space, as an element in ‘the equipment and devices’ which give market ‘action a shape’ has long been acknowledged in market studies (Callon 1998: 22) but how retail space works to devise action has had little attention. In describing how Instagram provided ‘digital-affective premises’ during the pandemic we advance three broader propositions. First, that market spaces are necessarily market devices because they are designed to produce action. Second, that while scholarship has exposed the material and technical elements of market devices, it had said much less about their sentimental or affective elements. Finally, that market spaces showcase how technical-sentimental, digital-affective elements interact in giving action its shape.

Keywords

Affectivearchitecturecovid-19digitalretail
Type
Chapter
Information
Market Studies
Mapping, Theorizing and Impacting Market Action
 , pp. 256 - 279
Publisher: Cambridge University Press
Print publication year: 2024

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