Tüketim mekânları olarak yerel ve küresel kafe zincirlerinin üçüncü yer kriterleri bakımından analizi

Ekonomik coğrafyada 1990’lı yıllara kadar değer zincirinin son aşaması olarak ele alınan tüketim konusu, günümüzde hem disiplin içinde hem de toplumsal-ekonomik yapıyı açıklamada önemli bir güce sahip olmuştur. Böylece tüketimin coğrafyaları çeşitli kimliklerin ve söylemlerin anlam ürettiği ve çatıştığı, mekânın ve toplumsal ilişkilerin yeniden üretilip tasarlandığı yeni bir ele alış ve yaşam biçimine dönüşmüştür. Bu bağlamda tüketim mekânlarının analiz edilmesini sağlayan en önemli kavramlardan biri “üçüncü yer”dir. Üçüncü yer, ev ve işyeri dışında kalan hem boş zamanın hem de tüketim eyleminin ve sosyalleşmenin mekânı olarak adlandırabileceğimiz insanların birbiriyle etkileşime girdiği kahve evleri, barlar, kafeler, kuaförler, kitabevleri vb. mikro mekânlara karşılık gelmektedir. Bu bağlamda bu çalışmanın amacı hem bir ticari tüketim mekânı hem de bir yerel ve küresel kafe zinciri olan Starbucks ve Simit Sarayı’nın üçüncü yer olma durumunu karşılaştırmalı olarak analiz etmektir. Nitel araştırma yöntemi kullanılan çalışmada 26 tüketici ve 8 yönetici ile derinlemesine görüşmeler ve saha gözlemleri yapılmış ve sözkonusu nitel veriler Maxqda programında analiz edilmiştir. Bulgular, Starbucks ve Simit Sarayı’nın üçüncü yer olma kriterlerini taşıdığını göstermekle birlikte, her iki tüketim mekânın Oldenburgcu anlamda bir geleneksel üçüncü yer değil, yeni nesil çağdaş bir ticari üçüncü yer olarak tanımlanması gerektiğini ortaya koymaktadır. Sonuç olarak bu çalışma, bir yandan üçüncü yer kavramsallaştırmasıyla coğrafyadaki meta-teorik yer kavramının nasıl işlemselleştirilebileceğine dair açılım sağlarken, öbür yandan tüketim mekânlarında tüketicilerin-yer ilişkisi temelinde bu ilişkinin anlamını, pratiğini ve boyutunu ortaya koyarak ekonomik coğrafya literatürüne katkı sağlamaktadır.

Anahtar Kelimeler:

Üçüncü Yer, Kafe Zincirleri, Starbucks, Simit Sarayı, Tüketim Coğrafyası, Ekonomik Coğrafya

Analysis of local and global café chains as consumer spaces in terms of third place criteria

In economic geography, the subject of consumption, which was considered as the final stage of the value chain until the 1990s, has gained significant influence today, both within the discipline and in explaining the socio-economic structure. Thus, the geographies of consumption have transformed into a new approach and way of life, where various identities and discourses produce meaning and conflict, and where space and social relations are reproduced and designed. In this context, one of the most important concepts enabling the analysis of consumer spaces is the "third place". The third place corresponds to micro-spaces such as coffee houses, bars, cafes, hairdressers, bookstores, etc., where people interact with each other, which can be referred to as the place of both leisure and consumption action and socialization, excluding home and workplace. In this context, the purpose of this study is to comparatively analyze the status of Starbucks and Simit Sarayı as a third place, both as a commercial consumption space and as a local and global cafe chain. In the study, where the qualitative research method is used, field observations and in-depth interviews were conducted with 26 consumers and 8 managers, and the aforementioned qualitative data were analyzed in the Maxqda program. Findings indicate that Starbucks and Simit Sarayi meet the criteria of being a third place, but it should be defined not as a traditional third place in the Oldenburg sense, but as a contemporary commercial third place of the new generation. Consequently, this study, on the one hand, provides insight on how the meta-theoretical concept of place in geography can be operationalized with the conceptualization of the third place, and on the other hand, contributes to the literature of economic geography by revealing the meaning, practice, and dimension of the relationship between consumers and places based on this relationship in consumer spaces.

Keywords:

Third Place, Café Chains, Starbucks, Simit Sarayi, Consumption Geography, Economic Geography,

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