In the above two processes of place as experience (making sense of place) and place as practice (placemaking), digital technologies play interesting roles. Visitors usually carry the most portable digital device – the smartphone when visiting the market, and use it as a tool of navigation, photography and so on. One thing I find interesting is that, in all of the three music performances I went to in the market, there were always many people making videos with the smartphone. I did as well. When people are shooting, their visual experience is mediated by the smartphone screen. Because usually when they are filming, they have to watch the screen to make sure it’s filmed properly. At the same time the shows are going on, but people’s eyesight is framed and confined to the 5 inches screen.
The audience who are filming have to strike a balance between concentrating on the show and capturing the moment tangibly with the help of a device, as opposed to keeping it in the memory. So usually they don’t film the whole performance even if it is permitted. I interviewed several people in one of the performances who didn’t film or take photo at all. They said that they preferred enjoying the show intently, and some of them wouldn’t even take out the phone or check the message during the show because they regarded it as a distraction. What’s more, filming doesn’t only disengage the visual experience, but also other senses. Because senses are integrated. They have to work together to co-create a sense of being present, which is the key difference between participating in a live show and watching it through laptop. In this regard, digital technology can disengage sensory experience.
However, does that mean it also disrupt the formation of sense of place? James is a filmmaker, so he has the habit of recording and expressing through (moving) image. But when he was in the market, he doesn’t take many photos or videos. He said that he usually take photos when there something unusual happens in an unusual place. But in Camden Market, there was no many such kind of moments. Nothing really touches him and makes him want to capture or express. So In this sense, the non-use of digital device is an evidence of disengaging with the place.
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In addition to the cameraphone, I think social media can also mediate visitors’ experience. I went to Camden Market for the first time as a visitor, without the intention of doing research. I searched on social media to see the popular shops and delicious food before I go. And when I arrived there, I tried to use the google map to navigate to those planned destinations. But it was a bit frustrated because there are too many small shops and stalls so google map couldn’t accurately locate or navigate. Also, because of the prior information and expectation received from social media, I tended to pay more attention to those planned destinations, in which my sensory experiences were more engaged, which means I kind of neglected other shops that were not in the list. This was proved in my later spontaneous visits to the market, without the map and any other tourist information. This observation is based on my own experience, so the issue needs to be addressed further with more empirical evidence.
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There are many street performers in Camden area. James would like to give some money to those street performers if he like their show. Nowadays, payment are shifting to contactless. So some street performers would use a contactless payment machine for people who don’t have cash. I asked James which way he prefers. He said that he likes the traditional ways. “It’s a bit weird to use the card machine in this scenario. Because in my understanding, giving money to them is more like showing your respect and gratitude rather than actually buying something. There’s no fixed price for the performance. So it should be more casual.” In the traditional way, changes are put in the guitar bag and the money is visible to everyone. It can be seen as a ritual, in which there is a nonverbal communication between performers and audience. And the shift of digital payment kind of disrupts the ritual. But how does the digital transformation influence the experience of performers? This is a topic worthwhile investigating in the future.
As for shop owners, their use of digital technologies more for business purpose. Being in the industry for more than 20 years, Blake has developed comprehensive online selling channels. The company has its own website and the products are also retailed in several other online shopping platforms such as Amazon. But in fact, Blake’s personal lifestyle is quite non-digital. He is using a CD player to play the music and he prefers phone calls to messaging. And for Lucas who has just launched his business for a few year, everything is still developing. He also has a website to sell clothes online and an Instagram account for promotion. He hopes to develop the social media promotion further in the future, but the lack of time and professional digital skills are an obstacle at the moment. Michael’s digital media usage for business is more casual. He takes photos for customers if he thinks the clothes look good on them and put them on Instagram. So his Instagram page is full of customers in his clothes. These photos are not taken in a professional way, but more like casual daily record.
A common point is that, they all said that many customers visit their shops first and then follow their social media account or place order online. Lucas said that he tries to create the similar shopping experience online, even there is no such a physical space to create the experience. So he pays attention to the package, postcard, bag and other gifts that mailed with the clothes. Therefore, I would interpret their digital technology usage as a digital placemaking practice – a way to help customers or visitors get a sense of attachment to the place. The place is not only the physical shop but also a process of generating impression and experience. And the online space further enhances the experience.
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