The impacts of digital empowerment on commercial investments and production of space in urban regeneration:The case of Fengying West Alley in Changsha
The rise of social media has significantly transformed the content,models,and landscapes of urban commercial activities in China.The digital era's new consumption society exhibits unprecedented characteristics arising from interactions between physical and virtual spaces.This transformation of the physical environment is exemplified by the recent widespread phenomenon of"internet celebrity spaces"-sites that gain online popularity and become drivers of urban regeneration.One such example is Fengying West Alley,a historic district in central Changsha.Once characterized by dilapidated buildings,outdated facilities,and traditional businesses like storage,mahjong parlors,and food processing,Fengying West Alley has undergone a series of renovations and transformations.Today,it thrives as a hub for boutique shops,attracting tourists,garnering significant online attention,and establishing itself as a prime case study for analyzing the digital empowerment of urban regeneration and its role in revitalizing commercial activity.This paper explores the regeneration experience of Fengying West Alley by examining how the project created,activated,and utilized the renovated physical spaces for business development.This process led to the formation of a new"internet celebrity space"through the strategic attraction of relevant investments-cafes,bakeries,and boutique shops that leverage social media for customer reputation and self-promotion.The theoretical framework of the three-dimensionality of space and code/space dialectic by Henri Lefebvre offers a valuable conceptual base for interpreting urban spatial changes in the information age.The case of internet celebrity spaces driven by digital transformation exemplifies the implementation of these concepts.Thus,this study analyzes the case through the three dimensions of space production,i.e.spatial practice,representations of space,and spaces of representation.It reveals the mechanism by which the code/space dialectic between virtual and physical spaces transforms urban spaces and consumer behaviors.The analysis sheds light on the local experience of creating a trendy"old street for young people"based on new consumption concepts.Furthermore,the study aims to leverage this case for a theoretical discussion on the multi-subject,multi-factor,and multi-dimensional nature of contemporary urban regeneration projects facilitated by digital technologies in China.It seeks to provide theoretical explanations for the impact of information technology on the revitalization of commercial vitality and the reconstruction of spatial environments at inner-city districts.Semi-structured interviews and sematic analysis of web text constitute the primary research methods.Field investigations and interviews with representative store managers in Fengying West Alley were conducted to understand their decision-making processes regarding store location,design concepts,marketing strategies,and development plans.Additionally,interviews were carried out with community officials,consumers,and residents to gather insights on urban regeneration,the introduction of new commercial forms,spatial characteristics,image promotion,and the interplay between online and offline consumption behaviors.To delve deeper into the dynamics of online information interaction,web text data from the popular social-media platform"xiaohongshu"was collected and analyzed using a Python program with"Fengying West Alley"as the keyword.The findings from interviews and surveys shed light on the unique characteristics of Fengying West Alley's commercial space and consumer behavior.Semantic analysis of web text data was employed to elucidate the formation of related consumption concepts,collective aesthetics,and spatial imagination within the online sphere.The key results are as follows:Firstly,Fengying West Alley utilized online information dissemination to overcome the visibility limitations of the old alleyways.Secondly,it successfully established itself as an internet celebrity commercial district,catering to the needs and preferences of the new generation in the social media age.Thirdly,active and passive engagement in information exchange among business owners,the local community,and consumers fostered a digital buzz effect,cultivating and shaping consumption scenes widely recognized by new consumers.Fourthly,the emergence of"must-do"experiences and"photogenic spots"within the consumption landscape played a vital role in attracting popularity and invigorating the commercial space within the urban regeneration project.In the context of urban regeneration,the relationships between"spatial practices","representations of spaces",and"spaces of representation"within Fengying West Alley are intricately interwoven.These elements interact symbiotically within both the virtual and physical realms.The three-dimensionality of space and code/space dialectic have significantly influenced the innovative production of consumption spaces in urban regeneration.This influence,fueled by collective aesthetics and spatial imagination,has led to the revitalization of once-deprived inner-city districts.Internet celebrity spaces,as a novel concept,are yet to gain universal recognition;however,their growing influence cannot be disregarded in urban renewal efforts.The integration of digital-empowerment commercial formats significantly enhances the realization of economic value,social interaction,and cultural significance within urban renewal projects.The case study of Fengying West Alley also unveils potential issues associated with internet celebrity spaces.It is precisely due to this concept's dual(good/evil)nature that continuous theoretical exploration is necessary.By incorporating the multi-agent,multi-element,and multi-dimensional characteristics of internet celebrity spaces into a cohesive framework,it can achieve a comprehensive understanding of this phenomenon.
urban regenerationdigital empowermentproduction of spacephysical spacevirtual spaceInternet celebrity space
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