Publication: Nuevos lugares en la Ciudad Autónoma de Buenos Aires: los centros comerciales
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2016-06-22
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Universidad Complutense de Madrid
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Abstract
Desde hace ya unas décadas, asistimos a una verdadera revolución comercial basada en la creación de símbolos, marcas e imágenes que dan lugar a nuevas formas de estructuración y configuración territorial de la ciudad. Las grandes metrópolis han devenido en centros urbanos que están experimentando un proceso de transformación de sus roles y funciones tradicionales, generándose en ellas nuevas estructuras territoriales de producción, circulación y consumo, las cuales deben entenderse necesariamente en el marco de los cambios políticos, económicos, tecnológicos y sociales que se vienen desarrollando en el mundo globalizado. En esta fase del capitalismo actual, el consumo ocupa un lugar destacado actuando como articulador entre la sociedad y el territorio. Aparecen estructuras comerciales cada vez más complejas y especializadas como son las grandes superficies comerciales suscitando una notable transformación de las formas donde se consume, cómo se consume y de los propios lugares donde están ubicados estos nuevos espacios posmodernos de consumo, ocio y recreación. Nos referimos a los centros comerciales, las nuevas catedrales del consumo actual. En este marco se encuadra el objetivo principal de nuestro trabajo de investigación: analizar, desde un punto de vista espacial, la evolución, origen, características estructurales, distribución territorial, tendencias, impactos y principales motivaciones de los ciudadanos y consumidores hacia el uso de los centros comerciales en la Ciudad Autónoma de Buenos Aires, para poder aportar concretamente al avance del conocimiento sobre este caso de estudio, aún poco estudiado por la literatura especializada en un país “semiperiférico” como Argentina...
For some decades now a true commercial revolution has taken place based on the creation of symbols, trademarks and images which have given way to a new structural concept of the cities. Big metropolises have become urban centers which are going through a transformation process of its traditional roles and functions bringing forth new territorial structures of production, circulation and consumption. These structures should be related to the political, economic, technological and social changes developed in our globalized world. At present, consumption has in the capitalist system an outstanding role as a link between society and territory. More and more specialized and complex commercial structures - such as the big general stores - appear transforming the places where consumption takes place, the way people consume and even the places where these new postmodern spaces of consumption and recreation are located. We are referring to the shopping centers, the new cathedrals of nowadays consumption. The main objective of our research is developed within this context. It analyzes, from a space point of view, the origin, evolution, structural features, territorial distribution, trends, impacts and the main motivations of citizens and consumers concerning the use of shopping centers in the “Ciudad Autónoma de Buenos Aires”, in order to improve the knowledge about this subject rather overlooked by the specialized literature in a semi-peripheral country such as Argentina. This research has been made following the multi method research system (EMM) utilizing quantitative / qualitative techniques and the use of various sources. The basic information was obtained through the study of the space features in situ, and the usage of qualitative and quantitative techniques such as inquests and interviews to qualified informers. The scarcity of information has been one of the main problems to be solved and so it was necessary to produce basic reference material. The “Cámara Argentina de Shopping Centers” (CASC) has given data of its members since there are neither bases of integrated information in other organisms nor publications about the shopping centers in Buenos Aires or the rest of the country...
For some decades now a true commercial revolution has taken place based on the creation of symbols, trademarks and images which have given way to a new structural concept of the cities. Big metropolises have become urban centers which are going through a transformation process of its traditional roles and functions bringing forth new territorial structures of production, circulation and consumption. These structures should be related to the political, economic, technological and social changes developed in our globalized world. At present, consumption has in the capitalist system an outstanding role as a link between society and territory. More and more specialized and complex commercial structures - such as the big general stores - appear transforming the places where consumption takes place, the way people consume and even the places where these new postmodern spaces of consumption and recreation are located. We are referring to the shopping centers, the new cathedrals of nowadays consumption. The main objective of our research is developed within this context. It analyzes, from a space point of view, the origin, evolution, structural features, territorial distribution, trends, impacts and the main motivations of citizens and consumers concerning the use of shopping centers in the “Ciudad Autónoma de Buenos Aires”, in order to improve the knowledge about this subject rather overlooked by the specialized literature in a semi-peripheral country such as Argentina. This research has been made following the multi method research system (EMM) utilizing quantitative / qualitative techniques and the use of various sources. The basic information was obtained through the study of the space features in situ, and the usage of qualitative and quantitative techniques such as inquests and interviews to qualified informers. The scarcity of information has been one of the main problems to be solved and so it was necessary to produce basic reference material. The “Cámara Argentina de Shopping Centers” (CASC) has given data of its members since there are neither bases of integrated information in other organisms nor publications about the shopping centers in Buenos Aires or the rest of the country...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Geografía e Historia, Departamento de Geografía Humana, leída el 15-01-2016