"Moral reformed-health preserved-industry invigorated, instruction diffused- Public Burthen's lightened-economy seated as it were, upon a rock- the time Gordian Knot of the poor laws are not cut, but untied all by the simple idea in architecture.

Jeremy Bentham in The Panopticon

EXPLORING THE NIGHTLIFE

Whether you are out on the town experiencing the nightlife on Edmonton's popular entertainment strips- Jasper Avenue or Whyte Avenue, one can expect to experience a unique atmosphere that caters to a diverse group of people. On one hand, Jasper Avenue evokes representations of high class and taste.

On the other hand, Whyte Avenue evokes a laid back student friendly atmosphere that caters to the young and untamed. If one is seeking sophistication, class and authentic adult entertainment, the night clubs and lounges on Jasper Avenue afford patrons such an experience. However, if one is seeking a casual and laid back experience, the famous pubs and bars on Whyte Avenue sell patrons a night of boisterousness and adolescent fun.

Edmonton club and bar establishments have an average life span of 2-3 years given the changing consumption patterns in the key demographic age group of 18-35 year olds. Music, race, class, culture, gender and geographic location determine the longevity and success of the nightclubs and bars. However, each individual establishment sells a "sense of belonging" through an experience and therefore gives individuals and groups the opportunity to connect and authenticate their identities.

.

Class

Class is a predominant element of nightlife in Edmonton; it highlights sophistication and good taste that is associated with young professionals and the elite. The Bank sells an experience of wealth and privilege that aims to attract the ``$50 000`` millionaire, individuals or groups that categorize themselves as being part of the elite. The name itself refers to financial stability. With the addition of the VIP room called the `Vault` it further differentiates the classes and isolates the upper class from the rest- emphasizing the significance of segregation of classes; specifically the upper from the lower classes.

The enforcement of dress code is a significant aspect of the club's image and reputation, and is also a determining factor of entry into the club. Nonetheless, Ed Hardy by Christian Audigeir, is a brand that is associated with gang members, and is therefore banned from the club because it is considered an antithesis to the brand the club is trying to promote. However, for Oil City, Vinyl and On the Rocks class is not a primary concern; rather their focus is targeting the working class or students given that their aim is to sell an experience based on a specific theme. Accordingly, class is subject to the image of the club and also is an element of how people choose their place of entertainment.

In contrast, Whyte Avenue establishments do not emphasize appearance and dress code as a requirement to gain entry. Lucky 13, Dirty Pretty, and Iron Horse are three popular hot spots on Whyte, that all endorse casual attire. The staff working at these locations reaffirm this dress code by wearing similar clothing. The relaxed image endorsed by Whyte Avenue bars encourages inclusion of middle-class or working class consumers. Inclusion of the mass population, which tends to be less privileged defies the trend of favoring elitism. Elements of dress code further symbolize the overall impression of the club. Barthes's model of semiotics analyzes the signifier as the image and the signified as the mental concept. Class is exemplified within the signified, while the signifier is represented within the attire.

Gender

Although historically speaking the bar scene has always been a place where men and women exchange relations, gender is another factor that determines the experience of Edmonton night life. This nature of exchange play into the experience the bar is attempting to sell. Lucky 13, Iron Horse and Dirty Pretty (White Avenue establishments) all have stripper poles, whereas Jasper Avenue establishments do not.

The dynamic relationship of men and women is displayed through the gaze, and the 'super-sexualizing’ of female bodies within the mainstream media and society. A key element of the construction of this ‘new’ female sexuality has been the extent to which it is represented as powerful and playful as opposed to the passive or victimized object of the male gaze. The experience of sexuality, male or female, is therefore not a natural phenomenon but, rather, actively constructed by people. This includes the addition of stripper poles or cages that contribute to the pornification of mainstream popular culture. Stripper poles reinforce the male gaze as another medium for women to be trapped literally in a cage while men gaze at them in their vulnerable state.

They are promoted as a tool to aid in the art of seduction and stand in for hyper-feminized sexuality. The sexually suggestive performances by women and participation in their own subjugation for male arousal are described by John Berger's concept of "Men act, Women appear". Pole dancing, per se, positions the female body (at least ideologically) as a sexual commodity to be viewed and consumed, most traditionally by men. The myth of 'female empowerment' in pole dancing fails to critically analyze the connotative meanings behind it. Pole dancing represents an exhibitionist, ‘cartoon-like’, male-imagined caricature of female sexuality that is naturalized in this historical context. If ever there existed a pole that was in a male-free environment, one could argue it is empowering. However, there is always a male audience present, further feeding into the notion of the male gaze and objectification occurring.

Selling the 'Exotic'

The aim of the nightclub industry is to sell an experience that is exotic, imaginary and mysterious and that breaks away from our everyday mundane routine. This is what differentiates bars and clubs from one another, and makes the experience of nightlife fun and exciting. Jacques Lacan suggests that desire and lack are central motivating forces in our lives. Human beings experience a sense of longing or desire something that could potentially make them complete, and happy productive members of society. The nightclub industry,

caters to those innate human desires. For example, On The Rocks sells the experience of nostalgia and culture depending on the night, and The Bank Ultra Lounge sells the experience of wealth and class. However, these experiences are protected in the establishment’s code of conduct and enforced by a way to connect and validate their sense of being. By creating such an experience, entertainment establishments thus reinforce the exotic and mysterious by selling the imaginary experience that

Jeremy Bentham called the Panopticon- a concept that reinforces how people act when they believe someone is watching their behaviour. The Panopticon in the nightclub industry is represented by the bouncers who secure the establishment from the ‘other’ and the social codes implemented by the club that determines who belongs in the experience. The Panopticon, in edmonton nightclub scene not only protect the "exotic" but also, reproduce it.