The privatization of landscape in public space

Challenges of advertising overexposure

Abstract

Public space is a central topic in the discussions about what is “urban”. Public space is analyzed differently depending on the discipline or viewpoint. Sometimes the discussion focuses on physical and spatial conditions, others in symbolic, historic or cultural issues, and some others in the fundamental citizen rights, considering public space as a place for expression and free citizenship. Public space can be understood beyond the property of land, seen as a place where public life takes place that are not only streets, squares, parks, and gardens. An element of public space that has gained importance in recent years is landscape, urban, natural or cultural. Landscape is a “visual synthesis” that integrates elements located in buildings and other spaces, regardless of its public or private conditions. However, in recent years, with the advances in technology, printing and reproduction, the advertising industry has found ways to privatize the enjoyment and exploitation of “public” landscape. Even though, there are regulations nationally that protects urban image and the commercialization of these spaces; in cases like the conurbation around the city of Puebla, the number of publicity elements (billboards, fences, etc.) allows each day to appreciate less the surroundings, where the volcano Popocatépetl permanently competes with adverting adds by products, politicians and services. In the right to the city discussion, should we start debating the right to an obstacle-free landscape? This article questions where does the private start and where does the public end when we discuss the enjoyment of the urban environment where we live in.