Table Of ContentN
COMEDIA e COMEDIA
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Series Editor: David Morley
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Media Events in a Global Age
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Nick Couldry, Andreas Hepp and Friedrich Krotz
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Relocating Television i
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Television in the Digital Context t
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Edited by Jostein Gripsrud d
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Branding Television i
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Catherine Johnson
The Photographic Image in Digital
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Culture 2 Edition
Edited by Martin Lister
Available in hardback: Transmedia
Television
Audiences, New Media and Daily Life
Elizabeth Evans
Teletechnologies, Place, and Community
Rowan Wilken
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Online File Sharing la Negotiating the Mediated City
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Innovations in Media Consumption n
Jonas Andersson Schwarz K
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a Everyday Encounters with Public Screens
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Negotiating the Mediated City a
Everyday Encounters with Public Screens
Zlatan Krajina
Zlatan Krajina
www.routledge.com
Negotiating the Mediated City
This book is an interdisciplinary empirical investigation of how people in-
teract with public screens in their daily lives. In more and more surprising
locations, screens of various kinds appear within the sightlines of passers-by
in contemporary cities. Outdoor advertisers target audiences which are
increasingly mobile, public art uses screens to interrogate urban change,
and postmodern architecture fi nds electronic imagery a suitable tool of
expression.
Traditionally, urban sociology research has assumed that people seek to
fi lter urban stimuli, but recent accounts of public screens suggest producers
design and position display interfaces site-specifi cally, so as to engage with
those moving past. This study offers insight both into the dynamics of actual
encounters and into the long-term process of how people learn to live with
repeated invitations to consume media in public spaces. The book includes
four cases: street advertising, underground transport advertising, installa-
tion art in London (UK), and media façade architecture in Zadar (Croa-
tia). Krajina shows that maintaining familiarity with everyday surroundings
in media cities, which change beyond citizens’ control, is a temporary
achievement—and a recursive struggle.
Zlatan Krajina was awarded MA and PhD in Media and Communications
at Goldsmiths, University of London. Previously he worked as a news and
documentary producer and presenter. He has published articles on media,
society, and technology. He has worked as an undergraduate lecturer at
Goldsmiths, and is currently based at the University of Zagreb, Croatia,
where he teaches postgraduate courses on ‘Media and the City’ and ‘Media
Audiences’.
COMEDIA
Series Editor: David Morley
Comedia titles available from Routledge :
Advertising International Cut ‘N’ Mix
The Privatisation of Public Space Culture, Identity and Caribbean
Armand Mattelart translated Music
by Michael Chanan Dick Hebdige
Black British Culture and The Dynasty Years
Society Hollywood Television and Critical
A Text Reader Media Studies
Edited by Kwesi Owusu Jostein Gripsrud
The Consumerist Manifesto Family Television
Advertising in Postmodern Cultural Power and Domestic
Times Leisure
Martin Davidson David Morley
Cultural Sniping A Game of Two Halves: Football,
The Art of Transgression Television and G lobalisation
Jo Spence Cornel Sandvoss
Culture After Humanism Hiding in the Light
History, Culture, Subjectivity On Images and Things
Iain Chambers Dick Hebdige
Culture in the Communication Home Territories
Age Media, Mobility and Identity
Edited by James Lull David Morley
Cultures of Consumption Impossible Bodies
Masculinities and Social Space in Femininity and Masculinity at
Late Twentieth-Century Britain the Movies
Frank Mort Chris Holmlund
The Known World of Television, Ethnicity and
Broadcast News Cultural Change
Stanley Baran and Roger Wallis Marie Gillespie
Media/Theory Timeshift
Thinking About Media and On Video Culture
Communications Sean Cubitt
Shaun Moores
Times of the Technoculture
Migrancy, Culture, Identity From the Information Society to
Iain Chambers the Virtual Life
Kevin Robins and Frank Webster
The Photographic Image in
Digital Culture To Be Continued . . .
Edited by Martin Lister Soap Opera Around the World
Edited by Robert C. Allen
The Place of Media Power
Pilgrims and Witnesses of the Transnational Connections
Media Age Culture, People, Places
Nick Couldry Ulf Hannerz
The Politics of Heritage Video Playtime
The Legacies of ‘Race’ The Gendering of a Leisure
Edited by Jo Littler and Roshi Naidoo Technology
Ann Gray
Spectacular Bodies
Gender, Genre and the Action Cinema Watching with the Simpsons
Yvonne Tasker Television, Parody, and
Intertextuality
Stuart Hall Jonathan Gray
Critical Dialogues in Cultural Studies
Edited by Kuan-Hsing Chen and Media, Modernity and
David Morley Technology
The Geography of the New
Teaching the Media David Morley
Len Masterman
Media Events in a Global Age
Television and Common Knowledge Nick Couldry, Andreas Hepp and
Edited by Jostein Gripsrud Friedrich Krotz
Television, Audiences and Relocating Television
Cultural Studies Television in the Digital Context
David Morley Edited by Jostein Gripsrud
Branding Television Teletechnologies, Place, and
Catherine Johnson Community
Rowan Wilken
The Photographic Image in
Digital Culture Online File Sharing
2 nd Edition Innovations in Media Consumption
Edited by Martin Lister Jonas Andersson Schwarz
Available in hardback: Negotiating the Mediated City
Transmedia Television Everyday Encounters with
Audiences, New Media and Daily Life Public Screens
Elizabeth Evans Zlatan Krajina
Negotiating the Mediated City
Everyday Encounters with Public Screens
By Zlatan Krajina
First published 2014
by Routledge
711 Third Avenue, New York, NY 10017
Simultaneously published in the UK
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2014 Taylor & Francis
The right of Zlatan Krajina to be identifi ed as author of this work has been
asserted by him in accordance with sections 77 and 78 of the Copyright,
Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or
utilized in any form or by any electronic, mechanical, or other means, now
known or hereafter invented, including photocopying and recording, or in any
information storage or retrieval system, without permission in writing from
the publishers.
Trademark Notice: Product or corporate names may be trademarks or
registered trademarks, and are used only for identifi cation and explanation
without intent to infringe.
Library of Congress Cataloging-in-Publication Data
Krajina, Zlatan.
Negotiating the mediated city : everyday encounters with public screens /
by Zlatan Krajina.
pages cm. — (Comedia)
Includes bibliographical references and index.
1. Public spaces. 2. Public art spaces. 3. Screens. 4. Video installations (Art).
5. Art, Municipal. 6. Public art. I. Title.
NA9053.S6K73 2014
711'.57—dc23
2013028166
ISBN: 978-0-415-71421-1 (hbk)
ISBN: 978-1-315-88283-3 (ebk)
Typeset in Sabon
by Apex CoVantage, LLC
To MM
Page Intentionally Left Blank
Faced with the totality of the city, obstructed by codes that the
dweller has not mastered but that he or she must assimilate in order
to live there, faced with a confi guration of places imposed by urban
planning, faced with the social unevenness inside the urban space,
the dweller always succeeds in creating places of withdrawal, itiner-
aries for his or her use and pleasure that are individual marks that
the dweller alone inscribes on urban space.
(Mayol, 1998: 10)
