Electronic billboard: Its influence on public space.

摘要

As an outdoor advertising medium, the electronic billboard, which is a combination of a billboard and television, has been emerging. However, little research has been done concerning the medium. Using multiple methodological approaches, this thesis investigates the influence of the electronic billboard on public space. Initially, it explores the space-altering characteristic of the electronic billboard by examining billboards and television respectively in terms of their relationships with environments. Secondly, it conducted observational research in Times Square, New York, and Shibuya, Tokyo, and recorded the phenomenon of electronic billboards. The information and data gathered from this research are discussed ethnographically and analyzed using typology. Research on this subject reveals that the electronic billboard makes its location placeless by delivering messages which are not relevant to its geographical origin. In the larger context of urbanization, the electronic billboard represents a birth of antigeographical place.