Hot jobs in cool places. The material cultures of new media product spaces: The case of south of the market, San Francisco

This paper explores the localization of new media production in San Francisco. It is contextualized within a debate about the material culture of cyberspace. Much rhetoric has been expended in 'reading off' idealized 'online' worlds into probable 'off-line' worlds: the 'death of geography' is a case in point. The case is made for a corrective to both the idealist-culturalist, and the materialist techno-economic, accounts of cyberspace that accords an opportunity for both to infuse one another. The paper uses the concept of the material cultural practice of making products, underpinned by the notion of product space, to argue in favour of a co-construction of the 'off-' and 'online' worlds. The case study illustrates the point of how the most ecstatic 'online' community is rooted in a particular space and place, and how 'off-line' practices are essential to its 'online' presence.