Week10.2(extra credit)--Public Space Observation Project--ZHANG XIAOTONG(장효동)

 Summary:

In this public space observation project, my partner and I chose the Starbucks located at the school entrance. Over the course of two weeks, we conducted non-participant observations of customers’ seat selection behaviors and activity patterns. We took turns sitting in different areas of the store, acting as regular customers, and recorded seat usage, behavior types, and social interactions every 10 minutes. By combining fixed-point and interval recording methods, we aimed to thoroughly analyze how space is used and how it relates to social behavior.

Interesting Points：

The most fascinating aspect was the psychological and social strategies hidden behind seat selection. For instance, customers who came alone tended to choose high chairs by the window or sofas in the corners—clearly seeking quiet and undisturbed spaces. In contrast, those in groups of two or more usually opted for the round tables in the center, which are more conducive to conversation.

Moreover, different areas of the store functioned like different stages for behavior. Customers seated near entrances or the central area generally maintained good posture and restrained movements, showing typical “front-stage behavior.” Those in the corners or by the walls were much more relaxed—removing jackets, scrolling on their phones, or making calls—exhibiting “back-stage behavior.” This behavioral division strongly reflects Goffman’s front-stage/back-stage theory.

Reflections:

We often think of public spaces as passive backdrops, but in reality, they deeply influence our actions and choices. The spatial layout of Starbucks subtly guides customers’ social and psychological states. Through observing others, I also reflected on my own behavior in cafés—why I prefer window seats, or why I change seats when it gets crowded. These, too, follow patterns. Lastly, we believe that Starbucks’ spatial design could be more human-centered. For example, increasing single-person seats in quiet corners and optimizing traffic flow at entrances during peak hours could make the customer experience more comfortable and organized.