Neighborhood Cinema: Tecnovivio and Social Imaginary

Abstract

The purpose of this article is to portray neighbourhood cinemas in Spain by utilising both daily and specialised press sources. It analyses the discourse present in 278 newspaper articles published between 1905 and 1993, ranging from brief 25-word advertisements to comprehensive feature articles. Through these articles, the author examines the concept of technovivio, which encompasses the aspects of place, time, service, film, and audience that characterise a neighbourhood cinema. The hypothesis posits that these elements have contributed to the development of various social imaginaries surrounding neighbourhood cinemas, which can be categorised as moralistic, aesthetic, populist, and nostalgic. The first two categories reflect negative perceptions of neighbourhood cinemas, —expression that refers to both the premises and what is screened there— which are often viewed as being on the periphery, separate from the centre, the established norms, and cultural standards. These cinemas are commonly perceived as unsafe, dirty, uncultured, dangerous, defective, and childish. Conversely, the populist and nostalgic perspectives create a certain mythology around neighbourhood cinemas, describing them as authentic, healthy, popular, and democratic, leading to their revival by contemporary television channels.