关键词: 文化表征, 广州, 文化全球化, 感知与认同, 方所文化书店

Abstract: Since the 1970s, economic and cultural globalization has become the vital dynamic in the production of micro-spaces. With the deepening of research and practice, space is no longer considered as a meaningless container. After a long time's researches, geographers have used the concept of space to explain the complexity and multiformity of this social world. As the modern mode of production changes, a post-modern society characterized by symbols and aesthetics has come into being. Therefore, culture plays an important role in the production of consumption spaces. Cultural consumption spaces, as significant components in the establishment of the urban spaces, not only have the function of economic exchange, but also reserve rich cultural implications. Simultaneously, with the growth of cultural studies in the 1970s, identity displayed a critical useful tool in the analysis of cultural forms, and gradually became the principal part of cultural studies. The meaning of physical space is unprecedentedly highlighted. Space is regarded as the key factor in the construction of place identity. Such backgrounds are impetus of a newly emerging space—Fangsuo Commune in Taikoo Hui Super Mall in Guangzhou. Labelled with a cultural symbol, Fangsuo Commune has received wide attention, which is very different from the fact that physical bookstores are becoming marginalized in modern consumption society. Taking Fangsuo Commune in Taikoo Hui Super Mall as an example, the performance of cultural identity of physical bookshop, as well as the perception and identity of consumers are to be understood. The results indicate that, on the one hand, under the cultural means performed by the managers, Fangsuo Commune is shaped as a micro-epitome of the global culture, as well as a new cultural space with characteristics of dignity and elegance. On the other hand, by perceiving the physical space, the culture of products and the groups in Fangsuo Commune, most consumers have approved of this new cultural consumption space. Labelled by culture and the production of relative meanings, the physical bookstore manages to complete its self-salvation. Therefore, the bookstore is accepted by consumers again.

Key words: cultural globalization, cultural representation, Fangsuo Commune, perception and identity, Guangzhou