In his Stuff White People Like blog, humorist and cultural critic (to use both terms rather loosely) Christian Lander sarcastically sings the praises of 'raising awareness.’ Tongue held firmly in cheek, Lander defines ‘awareness’ as ‘the process of making other people aware of problems, and then magically someone else like the government will fix it.’

Now, awareness isn’t all bad; in fact, it really is an important thing, an essential component to any kind of major movement for change. Lander’s point, and my own, is that awareness in isolation is pretty useless. A nice gesture, sure, but so was that 'Mission Accomplished’ banner we had flying over in the Persian Gulf a few years ago—and we all know how well that worked out.

National PARK(ing) Day, as it currently exists, is all about raising awareness. It’s a powerful communication tool, taking advantage of the high visibility of its PARKs to help engender a re-imagination of the urban landscape. And to that extent, it’s fantastic. The way a message is communicated is often as valuable as the message itself (as any post-Inconvenient Truth convert to climate change activism will no doubt confirm for you), and a PARK is a pretty memorable medium.

The problem, however, is that communication—even especially effective communication—can only get you so far. The message matters, obviously, but so do the various uses to which that message is put.

Ostensibly, PARK(ing) Day is supposed to be about making our cities greener, and thereby more livable. For a number of the participants in Philadelphia’s PARK(ing) Day, however, making our cities greener means making them more money. Of approximately 35 “official” participants in PARK(ing) Philly, more than fifteen were architecture, landscape architecture, design or engineering firms for whom “the greening of Philadelphia” also means the greening of their wallets. While it’s not my place to say whether the various national and international firms that participated in Philadelphia’s PARK(ing) Day truly did so altruistically, it’s also impossible to deny that for such firms, a purely monetary interest in greener cities most definitely does exist.

Whether or not much of Philadelphia’s “official” PARK(ing) Day event (organized, it must be noted, by the American Institute of Architects) violated the philosophical spirit of PARK(ing) Day, numerous aesthetic violations most definitely did occur, as “official” participants dispensed with possibly the most poetic aspect of a real PARK(ing) Day celebration—the meter itself.

Talking the Parking Authority into extending the two-hour time limit on a space is one thing; talking the Parking Authority into actually bagging off the meters is entirely another. As if the corporatization of Philadelphia’s PARK(ing) Day hadn’t done enough to kill off the anarchic spirit of the initial event, the AIA and PPA felt it was necessary to deliver this coup de grace. Working within the law to perform an act the legal establishment might not necessarily love (but can’t legally do anything about) is different from asking the same legal establishment to allow you, just this once, to “break” the law—with official sanction. It’s like shoplifting something you’ve already paid for: for all intents and purpose, an empty gesture.

Later in his entry on ‘awareness,’ Lander makes another interesting point: ‘Raising awareness is also awesome because once you raise awareness to an acceptable, arbitrary level, you can just back off and say, “Bam! did my part. Now it’s your turn. Fix it.”’ The humor in Lander’s statement, unfortunately, stems from its truth. For many of its participants, PARK(ing) Day 2008 is likely to be an isolated event; awareness raised, they can now go back to living their lives, and perhaps expecting a little more business to trickle in as a result of their “involvment.”

For the Temple students involved in this event, however, September 19th was just the beginning of a process about more than just “awareness.” It’s about investment, it’s about involvement, it’s about imagining our future.

And we’re not poised to make a cent out of the whole thing.

Peter A. Chomko
Temple University