the first pitch

The Grounds of Alexandria is popularly known for its design not as a restaurant, but as a social media backdrop. Word of mouth suggests that its atmosphere is abuzz with the chattering of lens shutters more so than the clanking of cutlery. 

As a food-lover, I find this situation to be highly intriguing.

My purpose

To perform an ethnographic case study on this phenomenon by examining the symbiotic relationship between the tangible, designed space and the intangible mediascape which has subsequently, and quite intentionally, arisen. 

Background research

A forerunner to my research is the work of Marsha Berry (2015). She explores Hjorth and Pink’s (2014) notion of the ‘digital wayfarer’ as an individual who engages with media perpetually as they move through their lives. This lifestyle gives rise to the entanglement of contemporary life with media production and digital spaces. As such, the conceptualisation of space is re-examined to encompass the notion of place and non-place in synonymous existence.

Ingold (2008) also provides valuable insight regarding emplaced visuality and sociality. He highlights that mobile technologies allow users to contribute to a ‘bigger picture’; that is, the user is pivotal in contributing to the foundations or sustention of a digital culture through their media production. Hjorth and Gu (2012) expand on the idea of emplaced visuality by noting the overlay between place, ambient images, and geographic locations.

The ideas explored in these texts provide an invaluable springboard from which I may begin to traverse my research. Berry’s (2015) study is particularly useful because it takes an ethnographic approach. 

Ethnography in action

Berry (2015) states that interviews were a significant part of her research process. She invited individuals who were heavily involved in her area of study, via social media, so that she could then probe them for their knowledge. She then went deeper by observing their public interactions with others on social media.

My personal experience as a researcher has not been so complete. I have been a participant observer and experiencer when inquiring into the cinema experience, media use on trains and the use of technology in a shoe store. I have also conducted a reflective form of auto-ethnography when looking at a critical TV memory from my life. However, I have not yet taken the opportunity to conduct collaborative ethnography through memory conversations and interviews.

I will conduct my case study on the Grounds of Alexandria by drawing on my own experiences whilst also considering Marsha Berry’s approaches to research. Participant observation and experience will be pivotal in learning about the tacit details of the relationship between the engineered place and non-place. Additionally, interviews will also enrich the findings by providing unstructured and spontaneous information that may be unattainable from overt and covert observation and participation.

Dear readers,

Have you been to the Grounds of Alexandria? If yes, what stood out to you most about media production whilst you were there?

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References

Berry, M 2015, ‘Out in the open: locating new vernacular practices with smartphone cameras’, Studies in Australasian Cinema, vol. 10, no. 1, pp. 53-64.

Hjorth, L & Gu, K 2012, ‘The place of emplaced visualities: A case study of smartphone visuality and location-based social media in Shanghai, China’, Journal of Media & Cultural Studies, vol. 26, no. 5, pp. 699-713.

Hjorth, L & Pink, S 2014, ‘New visualities and the digital wayfarer: Reconceptualizing camera phone photography and locative media’, Mobile Media & Communication, vol. 2, no. 1, pp. 40-57.

Ingold, T 2008, ‘Bindings against Boundaries: Entanglements of Life in an Open World’, Environment and Planning A: Economy and Space, vol. 40, no. 8, pp. 1796-1810.

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