Marketecture

Abstract

As an architecture student, it often seems 99% if architecture education is observed in two-dimensional form via mass media such a books, magazines, television programs, videos, and slide presentations. "The expression 'mass media' denote certain modern systems of communication and distribution which 'mediate' between relatively small, specialized groups of cultural producers and very large numbers of cultural consumers." (p.18) And "the term 'mass' is a useful one simply in the sense of scale which it implies" (p.20), in Walker, John A., Art in the Age of Mass Media, Pluto Press, London, 1983 As graduation looms, it is time to ask 'what kind of architecture will this be producing?' And the quick answer is 'one consumed with marketing, branding, fashion, and magazines.'