Research On The Symbolization Of Yongqing District,Enning Road,Guangzhou

With the sustained growth of economy and the in-depth development of globalization since the reform and opening up,Consumer culture has become an important constructive force in the development of contemporary cities,reshaping the urban landscape of the new era,and guiding the “consumption in space” to “consumption of space” under the background of social transformation from “production-led” to “consumption-led”.On the other hand,the continuous upgrading of Internet and new media technology has brought a new model of city marketing,which has further promoted the prevalence of space consumption.In the context of the above development,historical blocks,relying on their cultural uniqueness,and integrating contemporary urban leisure consumption,have been built into a new type of urban consumption space that caters to the mass consumer market through renewal and media marketing.This model has become a common paradigm and construction hotspot for the renewal of historical blocks in the current stock era.Under the “new normal” of urban renewal in China,which has shifted from traditional economic revival to a more comprehensive renaissance model that emphasizes the continuation of the urban context and highlights cultural characteristics,how to understand this new consumption space transformed from the historical blocks? Has the revitalization of economy and culture both been realized? Based on the above core issues,this paper re-examines and analyzes the construction path,spatial characteristics,and cultural influence of this new type of consumption space from the perspective of space consumption.The research follows the general idea of “standpoint establishment – theoretical construction – empirical analysis – summary".First of all,on the basis of sorting out and summarizing relevant literatures such as consumerism,media communication,Historic block renovation and cultural consumption,establish the basic value judgment for the commercial reconstruction of historic blocks.Second,through the analysis and abstraction of typical cases,constructs the basic path of” production/reconstruction – marketing – consumption” of the Historic block renovation,and forms the analytical framework for empirical research.Then taking the Yongqing District of Enning Road as the research object,focusing on the evolution of its consumerization,its symbolic characteristics and connotation as a new type of consumption space,and investigating visitors' perception and experience of this new type of consumption space in the form of questionnaires and interviews,so as to further explore the impact of consumer culture on local culture.The research shows that the consumerization of historical block in the contemporary context actually shapes a “symbolized” consumption space that uses cultural packaging to create a consumer atmosphere.In essence,this new type of consumption space is formed by the government,developers and consumers jointly who make use of the cultural capital and symbolic value of the historical block.In the case of Yongqing District,local governments tried to build the urban cultural brand with its potential cultural capital,but due to the lack of reconstruction plan and its control,the block gradually fell into a market-led consumerization path,became a new consumption space with multiple symbolic connotations catering to the demands of contemporary mass consumption.Although it had achieved the improvement of the economic benefits of the area,it had also brought about a real crisis that the local culture had become superficial.In the end,some improvement suggestions are proposed for the Yongqing District,and further point out that when the market-led consumerization of the historical block has become an irreversible important trend,the plan should take more responsibility,and restrict the market behavior,so as to realize the benign interaction between economy and culture.