Iconic Architecture and the Culture-ideology of Consumerism

Author: Leslie Sklair
Year: 2010 (Theory, Culture & Society 27(5), 135–159)
Source type: article
Raw file: raw/articles/sklair-2010-iconic-architecture-culture-ideology-consumerism.md

Summary

Sklair explores the connection between iconicity and consumerism, arguing that iconic architecture is a hegemonic project of the transnational capitalist class, and that in the global era it "strives to turn more or less all public space into consumerist space" — not only shopping malls but museums, sports complexes, and cultural spaces — through the "culture-ideology of consumerism." He closes by suggesting that under an alternative (non-capitalist) globalization, inspiring iconic architecture might create "genuinely democratic public spaces" in which the culture-ideology of consumerism fades.

Key Claims

• The culture-ideology of consumerism: "a set of beliefs and values ... intended to make people believe that human worth is best ensured and happiness is best achieved in terms of our consumption and possessions," reinforced by "an infrastructure of transnational cultural practices within capitalist globalization." The major loci: the transnational corporation (economic), the TCC (political), and the culture-ideology of consumerism (culture-ideology).
• Iconicity as a hegemonic project of the TCC: "iconicity plays a central role in promoting the culture-ideology of consumerism in the interests of those who control capitalist globalization, namely the transnational capitalist class." Iconic architecture defined by fame + symbolic/aesthetic significance; the diachronic shift from pre-global state/religion to the TCC-led global era.
• The conversion of public space into consumerist space: iconic architecture "strives to turn more or less all public space into consumerist space," including "all cultural spaces, notably museums and sports complexes." CAD/CAM and RFR's glazing (a "commodity available for purchase") connect architecture to consumerism; globalizing cities adopt icons.
• Iconic I vs Iconic II: distinguishing the stereotypical copy from the unique "unique selling point" (Iconic II intended).
• A utopian alternative: "for change to happen an alternative form of non-capitalist globalization is necessary"; under such conditions "truly inspiring iconic architecture ... may create genuinely democratic public spaces in which the culture-ideology of consumerism fades away."

Connections

Concepts: Iconic Architecture · Consumerism · Spectacle · Ideology · Neoliberal Metropolis
Authors: Leslie Sklair
Debates: Spectacle vs. Function
Related source notes: The Transnational Capitalist Class (Sklair 2005) · Iconic Architecture and Capitalist Globalization (Sklair 2006) · The Icon Project (Sklair 2017)

Direct Quotes

"[I]conic architecture [in the global era] strives to turn more or less all public space into consumerist space."

"Human worth is best ensured and happiness is best achieved in terms of our consumption and possessions." (definition of the culture-ideology of consumerism)

"[A]n alternative form of non-capitalist globalization is necessary."

Open Questions

• If iconic architecture necessarily "turns public space into consumerist space," can museums/cultural spaces escape this — or does "truly inspiring" architecture under an alternative globalization remain an unrealized hope?