Global phenomenon - Local effect: The question of place identity in view of the globalization and commercialization of urban space

The scope of this chapter is place and its identity in view of global changes. The ground for undertaking the topic is the belief that by conscious activity undertaken to protect the value of places we are capable of facing modern changes involving the homogenization of space. Today we are witnessing a rapid destruction of the existing urban forms, leading to fading legibility of the city structure, destroying the state of subtle balance between space and place, and shaking the sense of identity of city inhabitants. The values of identity, legibility, and a traditional network of meanings and symbols are fading away. The space of flows supplants the space of places, evoking essential changes in the functional structure of cities, almost all over the world. Is it possible to preserve the tradition and identity of place under globalization conditions? It is a challenge for architects, urban planners, decision-makers, investors, and inhabitants. One potential role of the urban planner is perceived as active participation in creating new qualitative social attitudes, as well as undertaking mediating, promotional, and educational activities. Tools that could be helpful in shaping a new model of place involve comprehensive discussion and education in the field of the value of space, shaping social awareness and grounds for social development. It may be concluded with some caution that such comprehensive discussion will contribute to raising the level of knowledge about the world and the sense of the value of space.