OECD Culture and Local Development.pdf - PACA

4. THE CULTURAL FABRIC OF CITIES
This idea is not entirely new. The beginning of the last century saw many initiatives
to develop large-scale urban recreation and amusement facilities. But except in rare
cases they did not make much impact on the city as a whole, and they did not alter
the nature of its economy. We might even say that they represented a kind of social
safety valve as much as a new economic function. Today things have changed, and
the combination of amusement with cultural functions has become the lever for urban
reconstruction. People come to these places not just for the momentary distraction
they offer but also to find cultural enrichment, a chance for risk-free adventure and
discovery, to enjoy an atmosphere that is physically and even emotionally attractive.
Using kitsch-culture as the embracing theme, the city sets out to offer a place of
entertainment, culture, education, and commercial tourism — hence the expressions
“edutainment”, “shopertainment” or “eatertainment”. In fact, “shopertainment” has
made great strides, from Bon Marché - “bonheur des dames” (a French department store
chain with the slogan “dedicated to women’s happiness”) to a place like Nike Town Stores,
with its interactivity and excitement. “Eatertainment” is not new either, but chains like
Planet Hollywood or the Hard Rock Cafe have given mass appeal to what was once an
elite pastime. By contrast, whether museums can be turned into amusements is less
clear, to judge by the reaction of professionals who are bound to a museum culture that,
while not a priori hostile, is not in favour of such a symbiosis. And so it is primarily through
the use of new technologies that this link between culture, knowledge and entertainment
is attempted. This tendency in today’s cities seems to be taking three directions.
- The first is the McDonaldisation of retailing, i.e. organising it along lines that reflect
the core values of the McDonald’s culture, namely efficiency, predictability, and
control. Public spaces and commercial streets, theme parks, sporting events and
public concerts are now organised in this way. This approach has many underlying
rationales. One is economic — it is a way of reducing costs. Another is psychological
— it is a way of reaching consumers who may initially have different tastes but who
over time acquire a familiarity with these places of consumption, which reduces
their doubts about what they will find there. There is a tourism rationale, because
these places can accommodate a great many visitors. Finally, there is a cultural
rationale in establishing bridges between global culture and specific local cultures,
thereby offering a situation in which every possible user can feel comfortable.
- The second is the change in a city’s appearance. The monochromatic city of the
19th-century has yielded to one that is a cluster of images, where structures are
physically stamped with images that appeal to consumers and their pocketbooks.
Downtown cultural quarters, where it is difficult to disentangle commercial from
entertainment activities, thus sprout architecture that associates modernity
with themes of an old familiar world. The city whose meaning was restricted to
enabling the division of labour now becomes a city that is viewed as a theme
or an entire environment.
150 CULTURE AND LOCAL DEVELOPMENT - ISBN 92-64-00990-6 - © OECD 2005