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      <image:title>Reading the Room</image:title>
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      <image:title>Reading the Room - Conclusion</image:title>
      <image:caption>The booksellers we have met in this essay each articulate a certain literary taste they use to position their bookstores as distinct third places within the neoliberal economy. Patricio, for instance, positions himself in opposition to mass-market literature in an effort to establish his store as a space where one can appreciate his idea of enriching literature, away from everyday life. On the other hand, the booksellers of Libros del Pasaje works to reflect their surroundings by encouraging events that appeal to the same middle to upper-middle class tastes that have gentrified the neighborhood around them and fit accordingly. The cultural significance of bookstores in the city of Buenos Aires remains impervious to the shifts in the economy and urban landscape. It is not a question of whether processes occurring under neoliberal policy will account for the cultural significance of bookstores, as it is supported by mainstream histories of cultural value the state works to promote. Instead, the longevity of a bookstore depends on how well it fits into the urban landscape that gentrification establishes, and whether or not it can reshape itself to the middle to upper middle class ideals that the process works to design.</image:caption>
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