A new concept and framework proposal for analyzing consumption spaces and third places: “spaceplace”

Öz

This study aims to present a new notion and framework that conceptualizes 'space' and 'place', two fundamental concepts in geography, and micro-scale consumption spaces and third places as "spaceplace". This new notion and framework offer us two important possibilities. The first one allows us to have a discussion that goes beyond the classic locational choice and needs-focused analysis by highlighting consumption spaces within economic geography. The second one offers a new, more inclusive and practical concept and analysis framework by operationalizing the concepts of 'space' and 'place' theoretically discussed and defined in geographical literature at the scale of micro consumption spaces. The proposed concept of “spaceplace” has been developed both through the conceptualizations of the servicescape, the third place and the relational third place, and the analysis and innovative interpretation of data obtained from fieldwork from a different perspective. In this context, the characteristics that define the concept of 'spaceplace' consist of four components: distinction (consumption practices, lifestyle and cultural capital), scale (conscious-emotion, experiential and relational), agency of the place (release of the place, realization of the place and identity of the place), and product (symbolic, social, and cognitive). Starbucks and Simit Sarayi, two consumption spaces with different structures and meanings, were used as the case area for the construction and development of the concept. The study has a design that includes both qualitative and quantitative methods. A total of 426 surveys were conducted in both places. In addition, in-depth interviews were conducted with 26 consumers and 8 managers in Starbucks and Simit Sarayı. In this context, the most important finding of the study is that micro consumption spaces in particular third places, although being places focused on socialization, also reproduce the cultural distinctions and experiences of society both through product and space. Therefore, thinking and using the characteristics of the ‘spaceplace’ concept and the framework it offers together in operationalizing different consumption spaces provide a broader and deeper analysis opportunity. Keywords: Space, place, scale, product, distinction, spaceplace, consumption spaces, third place, geographies of consumption

Anahtar Kelimeler

• Space
• place
• scale
• product
• spaceplace
• geographies of consumption
• distinction
• consumption spaces
• third place

Tüketim mekânlarının ve üçüncü yerlerin analizinde yeni bir kavram ve çerçeve önerisi: “mekânyer”

Öz

Bu çalışma coğrafyanın temel kavramlarından ‘mekân’ ve ‘yer’e ilişkin tartışmalar ışığında, tüketimin ve sosyalleşmenin biraradalığını sağlayan üçüncü yerler ile mikro ölçekteki tüketim mekânlarını “mekânyer” olarak kavramsallaştıran yeni bir nosyon ve çerçeve sunmayı amaçlamaktadır. Bu yeni nosyon ve çerçeve bize iki önemli olanak sunmaktadır. Bunlardan ilki, ekonomik coğrafya içerisinde tüketim mekânlarını öne çıkararak, klasik lokasyonel seçim ve ihtiyaç odaklı analizin ötesine geçen bir tartışma yapmamıza imkân sağlamaktadır. İkincisi ise, coğrafya literatüründe teorik olarak tartışılan ve tanımlanan ‘mekân’ ve ‘yer’ kavramlarının mikro tüketim mekânları ölçeğinde işlemselleştirilmesini sağlayarak daha kapsayıcı ve pratik bir yeni bir kavram ve analiz çerçevesi önerisi ortaya koymaktadır. Önerilen kavram hem hizmet ortamı, üçüncü yer ve ilişkisel üçüncü yer kavramsallaştırmaları üzerinden hem de saha çalışmasından elde edilen verilerin analizi ve farklı bir perspektifle yenilikçi olarak yorumlanması üzerinden geliştirilmiştir. Bu bağlamda önerilen ‘mekânyer’ kavramını tanımlayan özellikler, ayrım (tüketim pratikleri, yaşam tarzı ve kültürel sermaye), ölçek (bilinç-duygu, deneyimsel ve ilişkisel), yerin failliği (yerin serbestliği, yerin gerçekleşmesi ve yerin kimliği) ve ürün (sembolik, toplumsal ve bilişsel) olmak üzere dört bileşenden oluşmaktadır. Sözkonusu kavramın inşası ve geliştirilmesinde birbirinden farklı yapılara ve anlamlara sahip iki tüketim mekânı olan Starbucks ve Simit Sarayı örneklem alanı olarak kullanılmıştır. Çalışma hem nitel hem de nicel yöntemi bir arada içeren tasarıma sahiptir. Her iki mekânda toplam 426 anket yapılmıştır. Aynı zamanda Starbucks ve Simit Sarayında 26 tüketici ve 8 yönetici ile derinlemesine görüşmeler gerçekleştirilmiştir. Bu bağlamda çalışmanın en önemli bulgusu, mikro tüketim mekânlarının özellikle de üçüncü yerlerin sosyalleşmeye odaklı yerler olsalar da aynı zamanda toplumun kültürel ayrımlarını ve deneyimlerini hem ürün hem de mekân üzerinden yeniden üretmekte oldukları yönündedir. Bu nedenle tüketim mekânlarının işlemselleştirilmesinde önerilen ‘mekânyer’ kavramının ve sunduğu çerçevenin özelliklerinin birlikte düşünülmesi ve kullanılması daha kapsamlı ve derin bir analiz imkânı sunmaktadır.

Anahtar Kelimeler

• Mekân
• yer
• ölçek
• ürün
• mekânyer
• tüketim coğrafyası
• ayrım
• üçüncü yer

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