Mata-Andrades, Francisco
(2008)
Development of a phenomenological approach to the image of the city and city marketing.
PhD thesis, London School of Economics and Political Science.
Abstract
This thesis challenges current city marketing theory and practice for the oversimplification of analytical tools they employ, which have led to undesirable results such as loss of the uniqueness of places. Current city marketing practice tends to measure the benefits and costs of their practices collectively, not taking into account the value, or utility, that the experience of space has for the individual. In order to account for the individual experience, this thesis develops on alternative analytical approach using phenomenology. The foundations of this approach reside on Heidegger's spatial thinking and Husserl's internal time consciousness. These authors developed ontology beyond the utilitarian gaze of the modern world, which the author finds is at the core of those limitations of current city marketing theory. A neologism is formulated: Topoaletheia, from the Greek topos, place; and aletheia, disclosure of truth. This concept provides a vehicle to understand how an individual may experience Being (i.e. extend one's awareness) through space. It is demonstrated that the extension of one's awareness provides fulfilment, and hence topoaletheia is put forward as a new tool to understand how different phenomena will impact the value, or utility, of the image of the city. A number of typical structures (or rhythms) depicting the possible ways in which an individual experiences Being are given. This results in on aprioristic approach that can predict the utility that an individual will experience through a series of stimuli, namely city marketing practices. Topoaletheia is tested in both the physical setting and the symbolic space of cities. It is also used to analyse the images of Madrid and Barcelona in some depth. Practical recommendations are suggested in order to improve the efficiency of city marketing. Only by taking into account the extension of individuals' awareness, city marketers will be able to forecast the success of their strategies. The typical structures (or rhythms) proposed enable the proper assessment of awareness. The usefulness of a phenomenological approach to the image of the city and city marketing thus comes from its ability to investigate the benefits of the individual experience and awareness of space.
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