Urban Spam

A.
A curious sight in Chicago: a revolving door, center outfitted with a glassed-in display of carefully arranged products, none related to the other — POM, NIKE, DIOR. That one is predisposed to a mock-circumambulation in entering and exiting testifies to the contemporary unification of market and urban spaces — that is, the introduction of immersive advertising to the most routine of urban technologies: revolving doors, elevators, escalators, public transport. The most banal is transfigured into an agent of a consorted carnival.
B.
A scene from the London Underground: animated advertisements, played in loop across a series of LCD screens, follow thousands daily up and down the tube's escalators. An induced claustrophobia mimics that of the hustle and bustle which comes in droves. A cartoon character runs up along side the commuters, grazing their shoulders. The eye is given the false luxury of constant stimulation.
C.
In New York City, steam creeps out from a manhole outfitted to look like a coffee mug. "Hey City That Never Sleeps," the ad by FOLGERS reads. "Wake up."
D.
In Los Angeles, as is being developed in New York City, the interior of subway tunnels have become spaces open for advertising. As the train passes down the rail, panels, functioning much like a flip book, light up, leaving in their wake the all-too-real illusion of the animated commercial spectacle — running 15 seconds in length at 70 miles per hour.

I.
The cold everydayness of the billboard, television commercial, and internet advertisement, has been incorporated into the capillaries of urban minutiae, as the above scenes attest. Unified urban and market spaces have become as inseparable as they are ever-present. The logic behind this is precisely its own excuse. "Advertising," as Adorno elucidated, has become "art and nothing else...: l’art pour l’art, advertising for its own sake, a pure representation of social power."
II.
"It is as if one were trapped in a theater and had to follow the
events on the stage..." — Walter Benjamin
These "ambient media" spectacles are laid out in the model of the digital pop-up ad: like e-mail spam or a weed nestled between the crack of a sidewalk, they appear to have been embedded, almost as if on their own accord, into the most novel and frequently trafficked of structures. The 'viral' trope is to be taken literally. But unlike the digital pop-up ad, the physical spectacle has a potentially infinite reach: its reality cannot be nullified, blocked, closed, nor can its limited array of "free" choices be easily evaded, for in the most radical case, just by simply taking, for example, the lift, escalator, or train, one has already played a part in its theater of desire-consumption.
III.
"The spectacle is not a collection of images; it is a social relation
between people that is mediated by images." — Guy Debord
What is developing is an urban Gesamtkunstwerk, a total art of advertisement which utilisies the body, senses, and urban space for self-multiplication. Life is transformed into continual successions of transacted gazes, living commercials. The radical routinization of this process can be anticipated, along with the integration and synchronization of its productions. The seamless colonization of everyday life by affiliates and competitors logically follows as a climax, as does the culmination of the urban space into but a background for dynamic 3D billboards and signs, demanding not only the exchange of gazes, but also the full experience of being plugged into its circuitry.
IV.
Ambient media's development into a natural urban fixture signifies not the necessary proliferation of mass passivity, but the proliferation of mass involvement, for what it signals is a complex dispersion of power relations mediated by new urban spectacles, whose flows, though seemingly unavoidable, can be blocked, rearticulated, reasserted, just as well as they can be inwardly absorbed.
V.
Resistance here demands an unforeseen creativity guided by a particular will to become, for while Banksy's revolution was facilitated by the spectacle it fought out-rightly, so was its reversion to its antithesis.
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Note: Upon learning that what I thought was a coinage on my part (Urban Spam) was in fact a term already used by a small community of bloggers, I felt compelled to share the individuals' work on the matter, here, here, here, and particularly here.




























