Acceptació social del mobiliari urbà com a servei públic i suport publicitari : antecedents, evolució i integració de les diferents concessions municipals de 1986 a 2005 a Barcelona

Abstract

The objective of the present study is to evaluate social acceptance in the city of Barcelona between 1986 and 2005 of street furniture (bus stop shelters, mini billboards, publicity kiosks, phone booths, newsstands) carrying publicity. The acceptance of the street furniture and therefore of the publicity attached to it is evaluated by analyzing furniture utility, satisfaction with the design and appropriateness within the urban landscape. Also considered are aspects involving knowledge of the publicity contract system and citizen satisfaction regarding possible installation of new pieces of street furniture carrying publicity. The period covered in the study goes from 1986, when the first Barcelona municipal concession for street furniture carrying publicity was granted, to 2005, when the most recent concession was granted. We have analyzed precedents, the various concessions, city regulations and integration within the urban landscape. Our analysis of the acceptance of street furniture has been carried out from three perspectives: that of the city, which views outdoor public furniture as fulfilling a function, occupying a public space and generating income for the City Hall; from the perspective of the citizens, who view furniture as fulfilling a variety of social functions, such as providing comfort while waiting for public transport and displaying municipal information, and from the perspective of the publicity industry, which views street furniture as one of the components of a general structure providing publicity space.