อินสตาแกรมสเปซ : วิเคราะห์ความสัมพันธ์ระหว่าง สถาปัตยกรรมฉาก, ทุน และปฏิบัติการเชิงพื้นที่ กรณีศึกษาร้านกาแฟเชียงใหม่

Abstract

This research seeks to identify the components and relationships that contribute to the creation of Instagrammable spaces in coffee shops in Chiang Mai province, with a focus on online social media popularity. The study investigates three main components: "Decorated Shed Architecture" based on the theory of The Duck and The Decorated Shed by Robert Venturi et al. (1972), "Capital," and "Spatial Practices" influenced by the concepts of capital, social groups, habitus, and spatial practices according to Pierre Bourdieu (1996). These three components are explored through the examination of 10 popular coffee shops in Chiang Mai and the behavior of five online social media users. The research findings reveal that Instagrammable spaces in coffee shops in Chiang Mai province are a result of three key components: "Decorated Shed Architecture," "Capital," and "Spatial practices." These three components are interconnected as follows: Decorated Shed Architecture This component encompasses spaces that serve as both photography areas and visually appealing zones. It involves the amalgamation of architectural features, including Decorated Shed Architecture, and the communication of these elements with interior decorations. Capital The distinctiveness of each "Decorated Shed Architecture" coffee shop is influenced by the owner's differing "capital." This leads to varied "Spatial Practices," such as selecting architectural features and communicating with decorations, including choices of location, architect, or designer.Spatial Practices: Simultaneously, online social media users with varying "Capital" exert different influences on "Spatial Practices." They select "Decorated Shed Architecture," along with clothing and postures, for their photographs, resulting in diverse outcomes.Hence, for any space to gain popularity for photography or be deemed Instagrammable, these three components are essential, and the absence of any one component is crucial, as they mutually influence each other.