Safe risk in Las Vegas

Abstract

This paper proposes the concept of "safe risk" as a tool for understanding social transformations in contemporary spectacular society. The paper reviews theories of risk that have emerged in scholarly research. "Safe risk" is proposed as a concept which extends our understanding of the institutional production and consumption of risk. I argue that safe risk production is fundamental to tourism and leisure industries as illustrated by the casino-resort industry on the Las Vegas Strip. The concept of safe risk also provides insights into the nature and emergence of communities and civility in the Las Vegas metropolitan area. Three safe risk themes are addressed: financial safe risk or "safe money"; the consumption of sexual imagery through "safe sex"; and the production of casino-environments and residential areas as "safe places". Safe risk production is interpreted using critical theory and postmodern theory. The paper establishes the importance of safe risk as an organizationally produced and consumed image. It provides insights into why safe risk and other simulations may be more attractive than reality even though the consumption of safe risk entails real hazards and dangers. And the paper concludes by suggesting that safe risk analysis should become an important focus in postmodern studies and management and organization theory.