Architecture and the Culture-Ideology of Consumerism
This chapter sets out to explore the theoretical and substantive connections between iconicity and consumerism in the field of contemporary architecture and urban design. The culture-ideology of consumerism refers to a set of beliefs and values, integral to the system of global capitalism, intended to make people believe that human worth is best created and happiness best achieved in terms of consumption and possessions. Although she uses different terms, Juliet Schor (1993) expresses very well the view of consumerism on which my argument rests. While I share her emphasis on producerism, I would explain it as a direct consequence of how the major transnational corporations operate. My argument in what follows assumes that capitalist globalization and consumerism are unsustainable in the long run, due to the crises of class polarization and ecological stress they engender (Sklair 2002: 48–57). Not all culture is ideological, even in capitalist societies. Consumerism in the capitalist global system can only be fully understood as culture-ideology, where cultural practices (embedded in socio-economic institutions) reinforce the ideology of capitalist consumerism and the ideology (embedded in common sense beliefs) reinforces the cultural practices. The brand-stretching campaign of the locally iconic Boston Public Library in 2004 (figure 7.1) embellished by the slogan ‘Books Are Just the Beginning’ is a telling example of the links between architecture and consumerism in practice. Libraries are not exempt. This is a first indication of how the Icon Project in architecture operates at the local level. More or less all space is potentially consumerist space, but there is certainly a continuum from maximally consumerist space, in which users are provided with many opportunities to spend money and few opportunities not to (e.g., shopping malls) to minimally consumerist space, in which there are very few if any opportunities to spend money (e.g., cemeteries; the families have already spent the money and for others this may only be a matter of time).