Analysis and reflections on the naming of the Madrid´s underground Line 2

<p>In our cities, the use of public space in the service of private interests has been gaining in importance and sophistication. Contemporary authorities incessantly seek a maximization of income through the development of new advertising initiatives that monetize public spaces. In this context, this paper addresses the case study of a recent initiative launched by the Community of Madrid: the naming of the Line 2 of the underground in the capital by Vodafone, a mobile telephone company, analyzing the surrounding circumstances and the derivations of the initiative.</p>

Abstract licence: CC BY-NC

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