In Eslite Bookstores, Taiwan
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The Production and Consumption of “Experiencescapes” in Eslite Bookstores, Taiwan HUI-YU YU A thesis submitted to Cardiff University in accordance with the requirements for the degree of Doctor of Philosophy in School of Planning and Geography Cardiff University November 2014 Declaration This work has not been submitted in substance for any other degree or award at this or any other university or place of learning, nor is being submitted concurrently in candidature for any degree or other award. Signed ………………………………………… (candidate) Date ………………………… STATEMENT 1 This thesis is being submitted in partial fulfillment of the requirements for the degree of PhD. Signed ………………………………………… (candidate) Date ………………………… STATEMENT 2 This thesis is the result of my own independent work/investigation, except where otherwise stated. Other sources are acknowledged by explicit references. The views expressed are my own. Signed ………………………………………… (candidate) Date ………………………… STATEMENT 3 I hereby give consent for my thesis, if accepted, to be available for photocopying and for inter-library loan, and for the title and summary to be made available to outside organisations. Signed ………………………………………… (candidate) Date ………………………… STATEMENT 4: PREVIOUSLY APPROVED BAR ON ACCESS I hereby give consent for my thesis, if accepted, to be available for photocopying and for inter-library loans after expiry of a bar on access previously approved by the Academic Standards & Quality Committee. Signed ………………………………………… (candidate) Date ………………………… i Abstract In the era of online business, digital devices, and electric books, bricks-and-mortar bookshops are in decline. Although the future of physical bookstores has received much anecdotal attention, little examination has occurred in the academic context. With a specific focus on the development of a comprehensive understanding of bookstore experiences, this research employs more-than-representational theory in order to conceptualise the ‘operational logics’ of bookstore experience. Through an ethnographic investigation of Eslite, one of the leading bookstore chains in Taiwan, this thesis argues that in order to thrive and sustain its bookselling business Eslite bookstores are produced as experiencescapes through performance. In these experiencescapes, consumers act as creative artisans who are able to re-configure any given situation, enacting countless possibilities through their embodied practices. Likewise, I suggest that cultural meanings, values, and ideological thoughts are connected to these embodied practices, spaces, identities and lifestyle through consumers’ book experiences. In addressing how practice constantly engages with corporate plans, cultural meanings, identities, and personal ways of life, this thesis contributes to wider debates on the processes of how the (more than) representational is presented and performed, and therefore invites researchers to develop a greater sensitivity to ‘doing’ geographies of consumption and spatial practices. ii Acknowledgements A deep gratitude to all the people and events who and which I have encountered along the process of doing the PhD. I am heartily thankful to my extremely patient supervisor Dr Jon Anderson for his academic insights. Thanks also go to the academic and administrative support from the staff of Cardiff School of Planning and Geography. I hugely appreciate the time and knowledge that all the individuals/respondents and staff of Eslite Corporation offer to me. Further, I owe a very special thank you to my husband, Duarte, for his encouragement and friendship. Finally, this thesis would not have been possible without the support from my family. A deep gratitude to my parents. iii Table of contents DECLARATION ......................................................................................................................................... I ABSTRACT .............................................................................................................................................. II ACKNOWLEDGEMENTS ......................................................................................................................... III TABLE OF CONTENTS ............................................................................................................................ IV LIST OF PHOTOS .................................................................................................................................. VII LIST OF TABLES .......................................................................................................................................X LIST OF FIGURES: ....................................................................................................................................X CHAPTER ONE: INTRODUCTION ............................................................................................................. 1 1.1 ESLITE BOOKSTORES IN TAIWAN .................................................................................................................. 1 1.2 PHYSICAL BOOKSTORE MATTERS ................................................................................................................. 8 1.3 RECENT BOOKSELLING HISTORY IN TAIWAN ................................................................................................. 14 1.4 SITUATING ESLITE BOOKSTORES IN TAIWAN ................................................................................................. 26 1.5 RESEARCH AIMS, OBJECTIVES AND QUESTIONS ............................................................................................. 32 1.6 OUTLINE OF THE THESIS .......................................................................................................................... 34 CHAPTER TWO: CONCEPTUALISING THE GEOGRAPHIES OF ESLITE BOOKSTORES ................................. 35 2.1 INTRODUCTION ..................................................................................................................................... 35 2.2 MORE-THAN-REPRESENTATIONAL THEORY .................................................................................................. 38 2.2.1 More-than-representational theory and non-representational theory .................................... 39 2.2.2 Critiques of non-representational theory ................................................................................. 45 2.2.3 More-than-representational theory and bookstore experiences ............................................. 50 2.3 IT IS ALL ABOUT EXPERIENCE .................................................................................................................... 52 2.4 CONSUMERS, STRATEGIES AND TACTICS ...................................................................................................... 61 2.4.1 Passive subalterns or proactive actor....................................................................................... 63 2.4.2 Consumer agency ..................................................................................................................... 66 2.4.3 Strategies and tactics ............................................................................................................... 68 2.5 THE GEOGRAPHIES OF RETAIL SPACE .......................................................................................................... 72 2.5.1 The production and consumption of retail space ..................................................................... 72 2.5.2 Affectual, emotional and experiential geographies ................................................................. 79 2.6 CONSUMPTION, IDENTITY AND NEO-TRIBES ................................................................................................ 81 2.7 CONCLUSION ........................................................................................................................................ 85 CHAPTER THREE: RESEARCHING BOOKSTORES ..................................................................................... 87 iv 3.1 INTRODUCTION ..................................................................................................................................... 87 3.2 ETHNOGRAPHY ..................................................................................................................................... 88 3.2.1 Ethnography and critiques ....................................................................................................... 88 3.2.2 Becoming a more-than-representational ethnography ........................................................... 91 3.2.3 Strategies for doing ethnography ............................................................................................ 97 3.3 METHODS USED IN RESEARCHING BOOKSTORE EXPERIENCE .......................................................................... 102 3.3.1 The bookstores ....................................................................................................................... 103 3.3.2 Interviews and documents ..................................................................................................... 107 3.3.3 Observation and participation ............................................................................................... 115 3.4 CONCLUSION ...................................................................................................................................... 120 CHAPTER FOUR: MAKING ESLITE EXPERIENCESCAPES .......................................................................