Sunday, 3 July 2016


URBAN GEEN ROOFS
Courtesy of  Altos Verdes - www.altosverdes.com.uy



DETOXIFYING THE CITY

When it has been talked about nature and ecology, it has always been made reference to runaway from the city, look for green masive areas, away from noise, to find clear views, landscapes, resuming, go away from the contamination and the stress of the urban environment.

Cuando se habla de naturaleza siempre se hace referencia a huir de la ciudad, buscar espacios verdes extensos, escapar del ruido y encontrar vistas despejadas para poder alejarnos del ruido, la contaminación y el estrés.

However very few times we think about to introduce nature into the city, recover and detoxify areas completely taken by the urban vortex

Sin embargo pocas veces pensamos en la ciudad y generar  naturaleza dentro de la misma, en recuperar y desintoxicar áreas totalmente sumergidas en la vorágine urbana.


Advantages of the green roof:

1 square meter of grass produce the necessary amount of oxigen that a human being consume in about a year

Improves the Urban microclimate: It reduce the temperature within the city, gives humidity and oxigen to the envoronment and absorbs CO2

In a recently research about the of the green structures in Manchester, investigators verified contribute to decrease the temperature specially within the city.
(Gill, S.E., J.F. Handley, A.R. Ennos and S. Pauleit. “Adapting Cities for climate Change: The Role of the Green Infrastructure.” Built Environment Vol 33 No. 1, 2007, página 122-123)

Ventajas de un techo verde:
1 metro cuadrado de pasto genera el oxígeno requerido por una persona en todo el año
Mejora el microclima Urbano: reducen la temperatura dentro de la ciudad, aportan humedad y oxigeno al ambiente y absorben CO2.
En un estudio reciente sobre el impacto de estructuras verdes en la zona de Manchester los investigadores comprobaron que los techos verdes ayudaban a bajar las temperaturas especialmente en zonas urbanas: (Fuente: Gill, S.E., J.F. Handley, A.R. Ennos and S. Pauleit. “Adapting Cities for climate Change: The Role of the Green Infrastructure.” Built Environment Vol 33 No. 1, 2007, página 122-123)

It is Habitable: If a lot is about 200m2 and you have a construction of 180m2, It can easily add those 180m2 to the garden (as long as the roof is flat)
Vegetables and flowers can also be cultivated

Es habitable: Si usted tiene un terreno de 200m2 con 180m2 construidos, usted puede agregar hasta 180m2 de jardín a su terreno (siempre que la azotea sea plana).
Tambien se puede utilizar para cultivar verduras y flores.


Rainwater retaining: Green roofs can retain the 90% of rain water. Most of it is returned to the atmosphere while the rest of it drains to the urban sewers.

Retención de agua:Las cubiertas ajardinadas son capaces de retener hasta el 90 % de la precipitación. Una gran parte de esta agua es devuelta a la atmósfera, el resto fluye de forma retardada a los sistemas de desagüe.

Favours thermic insulation: It can be translate in savings of electric energy

Favorece el aislamiento térmico: Esto se traduce en una reducción del consumo de energía.

Improves the acustic insulation: It reduces the sound reflection by 3dB in some cases and also increase the soundproofing by 8dB. That make it ideal for crowded and noisy urban areas.








Mejora el aislamiento acústico: Reduce la reflexión sonora hasta 3 dB y mejora la insonorización hasta 8 dB. Ideales para areas urbanas de gran contaminación sonora.

Protect humidity insulation: The UV rays from the sun and people walkinf on the humidity insulation are the worst threats for it. With the layer of grass and earth, it gets completely protected from both. 

Protege la membrana asfáltica (barrera humidica) del sol, rayos UV y del tránsito. Esto reduce el costo de mantenimiento de la misma (prolonga vida útil).

Green Roofs are an excellent way to help to preserve and encourage nature where it more is affected. 
Altos Verdes offers to convert your roof in a GREEN ROOF with the things that it bring with.

Los techos verdes son una excelente manera de ayudar a preservar el equilibrio ecológico desde nuestra casa, en la ciudad, donde más es afectado.
Altos verdes ofrece convertir la azotea de tu casa en un techo verde y todo lo que eso significa
.

Tuesday, 3 December 2013

Sunday, 11 March 2012

Kevin Lynch, The Image of the city


THE IMAGE OF THE CITY
By Kevin Andrew Lynch, published in 1960
All quotations: Lynch 1960

INTRODUCTION
The book itself shows a very useful way to study and analyze Boston, Los Angeles and Jersey City  and their dynamics. There is an anthropomorphism of the point of view. Whereas in older trends we can find the urban space analysis from the building, the square, the textures and the space itself, in “The Image of The City” the analysis is from the human perception of the it.
“We’re not simply observers of this spectacle, but are ourselves a part of it, on the stage with the other participants. Most often, our perception of the city is not sustained, but rather partial, fragmentary, mixed with other concerns. Nearly every sense is in operation, and the image is the composite of them al” (2)
Kevin Lynch understood the city as an ever changing phenomenon without a final result but a continuous succession of phases.
He suggested a method, a tool to study a city, it is neither a strict list of rules nor a rigid conclusion
“This book (…) will try to show how this concept might be used today in rebuilding our cities. (…) this study is a preliminary exploration, a first word not a last word, and attempt to capture ideas and to suggest how they might be developed and tested. Its tone will be speculative and perhaps a little irresponsible”(3)

He creates a conceptual frame in which he develops the analysis of Boston, Los Angeles and Jersey City. Thus, some general reflections emerge. Only after this study Lynch finish the method to study the cities.
Legibility; building the image; structure and identity; imageability are the features of the first Chapter which define the “conceptual frame” to start the analysis of a city.

LEGIBILITY
Visual quality or apparent clarity of the cityscape: “its parts can be recognized and can be organized into a coherent pattern. (2, 3)
“To understand this, we must consider not just the city as a thing in itself, but the city being perceived by its inhabitants” (3)
“We are supported by the presence of others and by special way-finding devices: maps, streets numbers, route signs, bus placards” (4)
“A good environmental image gives it possessor an important sense of emotional security. He can establish an harmonious relationship between himself and the outside world” (4)
“The city is in itself a powerful symbol of a complex society” (5)

BULDING THE IMAGE
“(…) the image of a given reality may vary significantly between different observers” (6)
“Each individual creates and bears his own image, but there seems to be substantial agreement among members of a group. It is this group of images, exhibiting consensus among significant numbers that interest city planners who aspire to model an environment that will be used by many people” (7)

STRUCTURE AND IDENTITY
3 components of analysis:
1- Identity
2- Structure
3- Meaning
- “A workable image requires first the identification of an object, which implies its distinction from other things”
- “The image must include the spatial or pattern relation of the object to the observer and to other objects”
- “The object must have some meaning for the observer”
“If it is our purpose to build cities which will also be adaptable to future purposes –we may even be wise to concentrate on the physical clarity of the image and to allow meaning to develop without our direct guidance” (2)

IMAGEABILITY
“(…) quality in a physical object which gives it a high probability of evoking a strong image in any given observer (…) it also is called legibility, or perhaps visibility” (9)






THREE CITIES (Boston-Jersey City-Los Angeles)




“As in any small pilot study, the purpose was to develop ideas and methods, rather than to prove facts in a final and determinate way” (14)



Kevin Lynch uses the analysis of Boston, Jersey City and Los Angeles to develop his theory and introduce some important concepts. The cities previously mentioned are radically different from each other. However, in those differences Lynch uncovers common elements of structuring. In these analyses Lynch links macro-medium and human scale generating a direct relationship to the consequences of taking action in any urban elements. Furthermore, it shows how they affect the human perception and the way of living within the city.



Images:
Top: Boston
Middle: Jersey City
Bottom: L.A.







CITY IMAGE AND ITS ELEMENTS
Through the referred analysis, Lynch establishes 5 common elements in which these three cities are commonly structured. In the analysis, orientation, perception and the “city experience” are studied rather than other urban pathologies (like density, pollution or sustainability) which are the main issues today.
“There seems to be a public image of any given city which is the overlap of many individual images. (…) Each individual picture is unique, (…) yet it approximates the public image (…)” (46)

The 5 elements:

Paths
-Channels along which the observers move.
- People observe the city while moving through it.
-Other environmental elements are arranged and related.



Edges
-Linear elements, not used or considered paths by the observer.
 -Boundaries between 2 phases.
-Barriers more or less penetrable relate and join or separate 2 regions.
-Not as dominant as paths.



Districts
-Medium-to-large sections of the city.
-Two dimensional extents (the observer is mentally “inside-of”).
-Common identifying character (within a district).
-Identifiable from inside. Used for exterior reference if visible from outside
-With path, districts are the dominant element for people to structure their cities




Nodes
-Strategic spots, points of reference
-An observer can enter/ pass through it
-Could be simply concentrations
-Condensation of some use or physical character
-District/node:  epitome of a district/ core/ symbol
-Path/Nodes: convergence of paths/events on the journey
-Are to be found in almost every city image/ dominant feature




Landmarks
-Point of reference
-Observer does not enter within them
-Are external
-Usually a physical object
-Their use involves the singling out of 1 element from other
-Could be distant (seen from many angles and distances)



Districts are structured with nodes, defined by edges, penetrated by paths, and sprinkled with landmarks-Elements regularly Overlap and pierce one another

Elements interrelation
“These elements are the raw material of the environmental image at the city scale. They must be patterned together to provide a satisfying form” (83)
A great Landmark may dwarf and throw out of scale a small region at its base” (84)
“Districts in particular, which tend to be of larger size than the other elements, contain within themselves (…), are thus related to, various paths, nodes, and landmarks. These other elements not only structure the region internally, they also intensify the identity of the whole by enriching and deepening its character” (84)
“Paths, which are dominant in many individual images, and which may be a principal resource in organization at the metropolitan scale, have intimate interrelations with other element types(…). The paths are given identity and tempo not only by their own form, or by the nodal junctions, but by the regions they pass through, the edges they move along, and the landmarks distributed along their lengt” (84)
The passages above give a clear overview about Lynch´s method in action. They are a conclusion and a proposal at the same time. One of the most appealing characteristic of this method is its flexibility despite the fact that it uses very accurate and identifiable city elements. The same can be said about the element´s relations.
After introducing the 5 elements, Lynch developed some examples of how the image changes not only from one observer to another but also in one observer´s circuit.

CITY FORM
“A city is a multi-porpouse, shifting organization, a tent form many functions, raised by many hands and with relative speed. Complete specialization, final meshing noncommittal, plastic to the purposes and perceptions of its citizens” (91)
“If the environment is visibly organized and sharply identified, then the citizen can inform it with his own meaning and connections. Then will become true place, remarkable and unmistakable” (92)
After showing us the five elements and how they interact, Lynch added the “meaning” to this net of interrelated concepts. This addition changes everything since the observer´s perception is the core of the analysis or the proposal. Thus, he illustrated the elements to manage the public image it can uncover (in the analysis) or created (in the proposal).

- there is a public image of any given city which is the overlap of many individual images-

For Kevin Lynch, when a city has a clear public image which materializes through the elements and their meanings, it is a successful city. Moreover, those meanings are built only by the inhabitants of that specific city.
He also affirms that this city´s image is very important for its development and functionality as long as it is positive. Therefore, a visitor or a tourist can understand from the beginning how to “use” that city.
In that line, designing paths (for example) is explained by using the developed concept to create a meaningful city image. Direction, motion, rhythm are common features in this process.
The aim of the process is to reach form quality. He defined ten features to reach it:

1.       SINGULARITY: Figure-background clarity. The contrast may be to the immediate visible surroundings
2.       FORM SIMPLICITY: Clarity and simplicity of visible form in the geometrical sense. Forms of this nature are much more easily incorporated in the image. When an element is not simultaneously visible as a whole (…) yet be quite understandable
3.       CONTINUITY: Continuance of edge surface, nearness of parts, repetitions of rhythmic intervals, etc. These are the qualities that facilitate the perception of a complex physical reality as one or as interrelated.
4.       DOMINANCE: Dominance of 1 part over others by means of size, intensity, or interest, resulting in the reading of the whole as a principal feature with an associated cluster.
5.       CLARITY OF JOINT: Clear relation and interconnection. These joints are the strategic moments of structure and should be highly perceptible.
6.       DIRECTIONAL DIFFERENTIATION: These qualities are heavily used in structuring on the larger scale
7.       VISUAL SCOPE: Facilitate the grasping of a vast and complex whole by increasing, as it were, the efficiency of vision
8.       MOTION AWARNESS: make sensible the observer, both visual and kinesthetic sences. These qualities reinforce and develop what an observer can do to interpret direction or distance.
9.       TIME SERIES: Sensed over time, where 1 element is knitted on the 2 before and behind it. Series that are truly structured in time and this melodic in nature.
10.   NAMES AND MEANINGS:  non-physical characteristics which may enhance the imageability of an element. They strongly reinforce such suggestions toward identity or structure as may be latent in the physical form itself. (105, 106)

The perception is, once again, the main aim of the proposal. Whereas straight roads, octagonal grids, roof gardens, blocks or other specific features, were common in other urban proposals, Lynch proponed a much more anthropomorphic and perceptual way of approaching and designing the city. He understands the urban space as a platform for thesubstantial variation in the way different people organize their city”

A clear city image will allow perceiving it as a whole.


HERE FINISH THE BOOK REVIEW. 
Below this point: Personal opinion and reflection of the owner of this Blog.

Is a preliminary exploration, a first word not a last word, an attempt to capture ideas and suggest how they might be developed and tested. Its tone will be speculative and perhaps a little irresponsible. (Lynch, 1960)



CONTEXT OF THIS BOOK : 1960 and surroundings:


Kevin Lynch lived in the United States of America and at the time he wrote The Image of The City he was a he was an university professor. He was in constant contact with students, university life and contemporary trends. This probably suggests that he had some awareness of what was happening at that time. He was not an isolated “genius” studying the city from his panoptic. 


The 60`s were a decade in which the world seemed to change its approach from a rational to an anthropomorphic one. The perception of what was happening was more important than the particular fact itself. The meaning of whatever was happening became important. 

The TV appearance and the world famous debate between Nixon and Kennedy (Whose listen by radio liked Nixon, whereas whose watched on TV liked Kennedy).

In addition, at that time, USA was in a deep social crisis. The Vietnam War, sexual revolution and drug trips (use and abuse).  
  The importance of the colors, the psychedelia (derived from the Greek words psihi - psyche, "soul") and dilosi ( "manifest"), translating to "soul-manifesting"- Wikipedia definition).


Social landmarks like Janis Joplin, Jimmy Hendrix, Elvis Presley, Bob Dylan among others (most of them with a tragic end) were representative of that time. Through their lyrics we can learn much of the feeling of that time. 

Every “expression” seemed to be a mental exploration rather than a clear  explanation of the reality or the truth of what was really happening. The importance of the observer and its point of view were more important rather than the “object” itself. In this line the “meaning” became the center. 
Andy Warhol* is a remarkable example of this. He created Pop Art by giving a meaning to any ordinary and popular object. That meaning was usually far from the original meaning of the object.    
*You can find some extra material about Warhol further on in this blog

Hunter Stockton Thompson, a remarkable journalist at that time (Fear and Loathing in Las Vegas),  gives to us a clear picture of the feeling at that time in ”The wave speech”**. He created the Gonzo Journalism which clearly reflected the essence of the sixties:
**You can find "The Wave Speech" further on in this blog

Gonzo journalism tends to favor style over fact to achieve accuracy—if accuracy is in fact meant to be achieved at all—and often uses personal experiences and emotions to provide context for the topic or event being covered. It disregards the "polished", edited product favored by newspaper media and strives for a more gritty, personable approach—the personality of a piece is just as important as the event the piece is on. Use of quotations, sarcasmhumor, exaggeration, and profanity is common (Wikipedia definition).


The importance of the images and the perception of the society as a whole thing were predominant in Warhol, Thompson and Lynch. These key three figures (Thompson, Lynch, Warhol) epitomize the concept of the importance of the meaning. 
For Thompson, the perception of how he lived the "news" was important, the point of view, the "trip" trough the experience and the final description of it.
For Warhol, the ordinary object is only a recipe of social meanings. By manipulating them, Warhol achieve new point of view of the everyday objects. 
Kevin Lynch is the Urban Space in this entire phenomenon. He is one of the first Urbanists that study the city from an anthropomorphic point of view. In fact, this is the most important element in Lynch´s research. That mental perception of the environment and how the city is perceived is the core of the Lynch book since he finished building his theory getting elements by interviewing inhabitants of each of the three cities. In addition, Lynch give us the tools to manipulate that context in order to achieve some point of view, public images, place´s meanings, among others.


Pablo A.Estefanell
























Tuesday, 3 January 2012



Hunter Stockton Thompson (July 18, 1937 – February 20, 2005)
The "wave speech"
Strange memories on this nervous night in Las Vegas. Five years later? Six? It seems like a lifetime, or at least a Main Era—the kind of peak that never comes again. San Francisco in the middle sixties was a very special time and place to be a part of. Maybe it meant something. Maybe not, in the long run ...but no explanation, no mix of words or music or memories can touch that sense of knowing that you were there and alive in that corner of time and the world. Whatever it meant ...
History is hard to know, because of all the hired bullshit, but even without being sure of "history" it seems entirely reasonable to think that every now and then the energy of a whole generation comes to a head in a long fine flash, for reasons that nobody really understands at the time—and which never explain, in retrospect, what actually happened.
My central memory of that time seems to hang on one or five or maybe forty nights—or very early mornings—when I left the Fillmore half-crazy and, instead of going home, aimed the big 650 Lightning across the Bay Bridge at a hundred miles an hour wearing L. L. Bean shorts and a Butte sheepherder's jacket ...booming through the Treasure Island tunnel at the lights of Oakland and Berkeley and Richmond, not quite sure which turn-off to take when I got to the other end (always stalling at the toll-gate, too twisted to find neutral while I fumbled for change) ... but being absolutely certain that no matter which way I went I would come to a place where people were just as high and wild as I was: No doubt at all about that ...
There was madness in any direction, at any hour. If not across the Bay, then up the Golden Gate or down101 to Los Altos or La Honda .... You could strike sparks anywhere. There was a fantastic universal sense that whatever we were doing was right, that we were winning ....
And that, I think, was the handle—that sense of inevitable victory over the forces of Old and Evil. Not in any mean or military sense; we didn’t need that. Our energy would simply prevail. There was no point in fighting—on our side or theirs. We had all the momentum; we were riding the crest of a high and beautiful wave ....
So now, less than five years later, you can go up on a steep hill in Las Vegas and look West, and with the right kind of eyes you can almost see the high-water mark —that place where the wave finally broke and rolled back.



Monday, 2 January 2012


Andy Warhol
What's great about this country is that America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca-Cola, and you know that the President drinks Coca-Cola, Liz Taylor drinks Coca-Cola, and just think, you can drink Coca-Cola, too. A Coke is a Coke and no amount of money can get you a better coke than the one the bum on the corner is drinking. All the cokes are the same and all the cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it.


Warhol, Andy (1975). The philosophy of Andy Warhol: from A to B and back again. San Diego: Harcourt Brace Jovanovich.

Sunday, 1 January 2012

URBAN FUTURES


Urban Futures:


The global localization and the local globalization:
This is only a draft a preliminary exploration, a first word not a last word, and attempt to capture ideas and to suggest how they might be developed and tested.  Its tone will be speculative and perhaps a little irresponsible .(Kevin Lynch, 1960)

Globalization already exists from many years ago, even before Colombus arrives America (the continent).
Lost of traditions, localities, cultures, among others, because the clash of different cultures is a constant in the human history. Spanish Empire erased Inca Culture and religion through the introduction of “civilized” customs into the native’s way of lives. Before that, Incas were not saints. They had a warrior tradition and every time they conquested a city, they used to take all the inhabitants as prisoners. When they didn´t use them as slaves or in sacrifices, Incas spread them all over the Empire in order to erase any tradition, ritual or sign of the foreign culture. They useed this strong process of acculturation to expand they own culture all over the territory. When Spanish finally defeated them, the acculturation process was, from my personal point of view, softer than Incas one, at least at the beginning.
The Incan culture was more develop in many ways than Spanish, however, (a lei motive of history) the strongest culture devours the richer one. One example of this was the exorcize exercise of Incas religious buildings. In many cases Spanish de-built many Incas temples (made by the well known Inca´s masonry) to build Catholic churches in a very rustic masonry way (as they built in those times).
On the other hand, Spanish Empire did not take many elements, at least not intentionally, from the Incas, however, the Spanish architecture in America and they way to built cities, the way of create art, even the way of living were radically different than in Europe. Despite the fact that Spanish culture smash Inca´s one, it couldn´t avoid to be influenced by it. That process reminds me the vector sum explanation at Physics course in high school. When you sum two different vectors (different in magnitude and direction), they always become in a new one with a different direction and magnitude at all, doesn´t matter how big one was and how small was the other, the result it’s always different.
In somehow, aside of the war episodes, and in a very schematic way, we can say that what really happens is that between Incas and Spanish were a huge clash of cultures from   which a quite different culture emerge. Mostly Spanish, but not really Spanish. Not Incan but with some Incan aspects. Not so obviously at the beginning but quite clear some centuries later.
In addition, with new vectors or localities making interference in all this process, the new “vector” wasn´t only a direct result among Spanish and Incas. The life was different, the weather was different, the connection among cities was different, and the distances, the landscape, the resources, the food, the row material, and the political problems were different.  This was a third vector in this sum (defeated Incacult+Spanishcult+locality)
Finally, when we speak about America, the Spanish Empire was spread all over a massive extension of land, from the very south (Tierra de fuego, Argentina), to the Caribe, even Mexico (over the Ecuador tropic). That not only includes the Incas, but also many others native cultures and many others localities (also Mayas, Aztecas, Charruas, Quechuas, Patagonians, etc).
We can see how, despite Spanish culture won over other cultures (predominant vector), in the years after, each region, every city was a different result from each other. Later they look for individualization. In the next decades, America (the continent) not only got their independence from the Spanish empire, but also they had divided in different countries with very different characteristics, even when they had the same origin. In fact, however they were colonies of the same Empire, they got they own independence separately, like independent… countries?
Regarding this point, we can argue that politics, economy, trade & commerce, different interest, etc could generate determinants strains among regions; however the result of a massive process of globalization ended in a massive process of new localization.

In some way there is a feeling of identity that always prevails and turn into something stronger when “the other” becomes visible. In Garcia Marquez book´s “El General y su laberinto” (The General and his maze) which is a historical novel based on Simon Bolivar´s last days. Shows how difficult was for him to unify the people all over South and Central America. His bigger aim was to unify South America in one Nation.  
There is a Bolivar phrase (in that book) which says: “I spoke so much about Independence to all of them that now everyone wants their own one”.

The McDonald Experience
Nowadays, we feel that in some how our cultures are erased by the globalization process and by the consumism phenomena. It’s well known the in any traveler’s tales the anecdote about how to get into a Mc Donald. No matter in which country, all the McDonald are exactly (or mostly) the same. However there is a big difference in the perception of this experience: Travelers that used to go to McDonald in their own city said that it remind them home because it´s exactly the same that the McDonald in their town. Radically different is the effect if the travelers who’s never (or usually don´t) goes to Mc Donald or there are no McDonald in their city. They claim that is like a “culture gap” and they are exactly same in any country.
The same experience is perceived in a very different way among people. 

Globalization
I strongly think that, in the past, globalization already exist. However, it was closely linked to some other “agents” or/and “phenomenon”. Examples of these agents could be not only empires, wars, colonies, religion but also trade & commerce, explorers (like Marco polo), etc.
In the early 1990 with the internet invention and the “www” experience (World Wide Connection), globalization phenomenon started to change radically. One of the main changes was that it became independent from other agents. It didn´t depend of wars, conquests or agents as it used to in the past. Regarding this, the scale of globalization’s scope was different. Like if it became independent, globalization decisions no longer depend on governments, big companies or other agents but on the domestic decisions or at least actions of any dwellers house, in their habits of consumptions and in their day to day customs.

In somehow, at the beginning of this process, globalization seems to be a one direction process. Therefore, people were passive consumers without significant influence in the information flows. However, this started to change with the invention of the social networks in the first decade of the 2000. After social networks, globalization became a two-ways phenomenons in which way of lives are influenced but also became an influence factor.  Information flows are strongly influenced by people, and somehow, through social networks, the individual have found a place of global expression in this process. We could be locals, our network could be narrow or wide, and our interest could vary in a very wide range of possibilities, however, there is a general feeling of belonging to something global, and all we do could impact in the global way. We are building our identities no longer only with our immediate environment but also with the global environment.
Finally, we are surrounded by plentiful examples of normal individual making big differences, achieving great impacts in our lives. The feeling that everything is achievable, that anybody can become millionaire, famous or popular suddenly is in the air. This has been encouraging entrepreneurism in many ways and this has also built many global changes many times. 

The Marketing Revolution
I don´t know anything about marketing, I really don´t know how they work, however, from one moment until know, they are in everywhere.
Before internet, TV was the most effective way of advertising, in somehow radio too but without this special support of images that TV has.
When internet arrived, wasn´t as strong as nowadays, however TV started to change. Cable TV deterritorialized advertising. I remember a father complaining in a shop about the trouble caused by the fact that his kids had been watching advertising in cable TV about toys that didn´t exist in Uruguay and he wasn´t able to buy for them.
In addition to that, at the beginning internet was like if somebody would had created a city without public spaces, where, If you wanted something you just looked and found it. You could write the www…adress and go straight, browsers worked as a very useful “tourist information”. Everything was towards the search in question.
When facebook appeared, for example, was like a new urban public space in the network. People started to share, to comment, to expose, etc. Things like found something useful in the net started to happens by chance. Facebook was the public space in which in an active way the individual appears and interact, directly (posting) or indirectly (just looking the other). People also started to suggest, to recommend, thus, to give their own opinion about not only actuality themes, art, news, social events, etc, but also about brands, new technologies, etc. Therefore, something that at the beginning started like a social network, step by step became also a kind of commercial network too. Brands realized that a recommendation by word of mouth had 90% effectiveness while TV advertising has a 20% [1]. In this line, google, facebook and others start to develop a whole new system of advertising and relationships among users according with their needings [2]. In some how, this new virtual Public Space is now full of kiosks, shops and advertising. However, and this is relatively new, you wont find many of this by chance. This will be recomennded by a friend or “posted” by the network (google, facebook, etc) [2].  This makes the invest in publisity more accurate, effective and cheaper, but it is also another example of how globalization, one more time, tends into a new way of locality.  

[2] Google adWords[2]:
Local and regional targeting
Set your ads to appear only to people searching in a particular city, region, or country. Now it's easy to target online customers within 20 miles of your front door or across the world. 
Local ads
Help potential customers find you by showing a business address with your AdWords text ads. You can show your location to people searching for local information on Google.com and Google Maps.