This article explores the theoretical and substantive connections between iconicity and consumerism in the field of contemporary iconic architecture within the framework of a critical theory of globalization. Iconicity in architecture is defined in terms of fame and special symbolic/aesthetic significance as applied to buildings, spaces and in some cases architects themselves. Iconic architecture is conceptualized as a hegemonic project of the transnational capitalist class. In the global era, I argue, iconic architecture strives to turn more or less all public space into consumerist space, not only in the obvious case of shopping malls but more generally in all cultural spaces, notably museums and sports complexes. The inspiration that iconic architecture has provided historically generally coexisted with repressive political and economic systems, and for change to happen an alternative form of non-capitalist globalization is necessary. Under such conditions truly inspiring iconic architecture, including existing architectural icons, may create genuinely democratic public spaces in which the culture-ideology of consumerism fades away. In this way, a built environment in which the full array of human talents can flourish may begin to emerge.
Die Autorin zeigt im Rahmen einer empirischen und theoretischen Analyse, wie eine transnationale kapitalistische Klasse ("transnational capitalist class" - TCC) den Kapitalismus in ein Globalisierungsprojekt transformiert. Sie nimmt die Angehörigen dieser Klasse und die Institutionen, durch die sie ihre Macht und Funktionsweise ausüben, in den Blick und geht dabei von vier Thesen aus: (1) Es entsteht auf der Basis multinationaler Unternehmen eine transnationale kapitalistische Klasse, die Globalisierungsprozesse mehr oder weniger kontrolliert. (2) Einige Akteure und Institutionen innerhalb des kapitalistischen Systems verfügen über mehr Macht als andere, und in einigen sozialen Sphären treffen diejenigen, die die Kräfte des globalen Kapitalismus kontrollieren, Entscheidungen, die sich auf das Leben der meisten Menschen auf der Erde auswirken. (3) Die Globalisierung des kapitalistischen Systems reproduziert sich selbst durch die vom Profit bestimmte Kulturideologie des Konsumismus. (4) Die transnationale kapitalistische Klasse arbeitet bewusst an der Bewältigung zweier zentraler Krisen, und zwar der gleichzeitigen Verstärkung von Armut und Reichtum innerhalb und zwischen Gemeinschaften und Gesellschaften (die Krise der Klassenpolarisierung) und der Nichtnachhaltigkeit des Systems (die ökologische Krise). (ICI2)
The focus of this article is on the role of the transnational capitalist class (TCC) in and around architecture in the production and marketing of iconic buildings and spaces, in global or world cities. The TCC is conceptualized in terms of four fractions: (1) Those who own and/or and control the major transnational corporations and their local affiliates (corporate fraction). In architecture these are the major architectural, architecture‐engineering and architecture‐developer‐real estate firms. In comparison with the major global consumer goods, energy and financial corporations the revenues of the biggest firms in the architecture industry are quite small. However, their importance for the built environment and their cultural importance, especially in cities, far outweighs their relative lack of financial and corporate muscle. (2) Globalizing politicians and bureaucrats (state fraction). These are the politicians and bureaucrats at all levels of administrative power and responsibility who actually decide what gets built where, and how changes to the built environment are regulated. (3) Globalizing professionals (technical fraction). The members of this fraction range from the leading technicians centrally involved in the structural features of new building to those responsible for the education of students and the public in architecture. (4) Merchants and media (consumerist fraction). These are the people who are responsible for the marketing of architecture in all its manifestations. (There is obviously some overlap between the membership of these fractions.). My conclusion is that many global and aspiring global cities have looked to iconic architecture as a prime strategy of urban intervention, often in the context of rehabilitation of depressed areas. The attempt to identify the agents most responsible for this transformation, namely the TCC, and to explain how they operate, suggests that deliberately iconic architecture is becoming a global phenomenon, specifically a central urban manifestation of the culture‐ideology of consumerism.L'article porte sur la classe capitaliste transnationale (TCC) au sein et à la périphérie de l'architecture, et sur son rôle dans la production et la commercialisation de constructions et espaces iconiques dans les villes mondiales ou planétaires. Cette classe se conceptualise en quatre fractions: (1) Ceux qui détiennent et/ou contrôlent les principaux groupes transnationaux et leurs sociétés affiliées locales (fraction économique): En architecture, il existe de grands cabinets d'architecture, d'ingénierie en architecture et d'architectes promoteurs immobiliers. Par rapport aux grosses sociétés multinationales de la finance, de l'énergie ou des biens de consommation, les recettes des plus importants cabinets sont assez faibles; pourtant, leur place dans l'environnement construit et la culture, notamment en milieu urbain, compensent largement leur impact relativement mince sur le plan financier et économique. (2) Les acteurs politiques et bureaucratiques de la mondialisation (fraction étatique): Il s'agit des politicients et bureaucrates à tous les niveaux de responsabilié et de pouvoir administratifs qui décident effectivement de ce qui est construit et où, ainsi que de la régulation des changements apportés à l'environnement construit. (3) Les acteurs professionnels de la mondialisation (fraction technique): Leur diversité va des techniciens de renom, surtout impliqués dans les caractéristiques structurelles des nouveaux bâtiments, à ceux qui sont chargés d'enseigner l'architecture aux étudiants et d'éduquer le public. (4) Marchands et médias (fraction consumériste): Ce sont les personnes responsables de la commercialisation de l'architecture dans toutes ses manifestations. Ces quatre fractions présentent bien sûr des intersections. On peut déduire que bon nombre de villes planétaires — ou aspirant à le devenir — ont opté pour une architecture iconique comme première stratégie d'intervention urbaine, souvent dans un contexte de réhabilitation de zones en déclin. Identifier les principaux agents responsables de cette transformation (la TCC) et expliquer leur mode de fonctionnement conduit à suggérer qu'une architecture délibérément iconique devient un phénomène mondial, plus précisément une manifestation urbaine essentielle de l'idéologie‐culture du consumérisme.
The distinction between a generic sense of globalization & capitalist globalization is argued to need to be confronted in theory & research in order to have any grasp of the contemporary world & the prospects for alternative forms of globalization. The best prospect for ending capitalist globalization with its crises of polarization & ecological unsustainability are located in the globalization of economic & social human rights, & through the spread of genuine democracy. Competing approaches to globalization are differentiated by the fundamental unit of analysis that range from the state centrist approach, the globalist approach & the transnational approach. The central features of all the approaches agree that contemporary problems cannot be studied at the level of nationstates, but need to be theorized in terms of globalizing. The author defines generic globalization, global systems theory & the transnational capitalist class (TCC). Despite the fatalism characterizing much globalization literature, the path out of capitalism is described as moving from capitalist globalization through cooperatives at democracy to socialist globalization at the at the strategy of the gradual elimination of the culture ideology of consumerism that is replaced of the culture ideology of human rights. References. J. Harwell
Arguing that globalization is more than an ideology, an attempt is made to distinguish between the generic concept & its most common manifestation, ie, capitalist globalization. Two defining characteristics of generic globalization are examined: the electronic revolution (primarily involving technological infrastructure & the mass media), & the creation of transnational social spaces that give rise to new forms of cosmopolitanism. Using global systems theory, alternatives to capitalist globalization are identified: (1) internationalist (state-centrist); (2) transnationalist (globalization as a contested world historical project with many variants); & (3) globalist (the neoliberal capitalist project). Despite their differences, all of these approaches maintain that contemporary world problems must be addressed beyond the level of the nation-state. It is contended that capitalist globalization cannot succeed in the long run because it is unable to resolve two pressing world problems: class polarization & ecological unstainability. K. Hyatt Stewart
Arguing that globalization is more than an ideology, an attempt is made to distinguish between the generic concept & its most common manifestation, ie, capitalist globalization. Two defining characteristics of generic globalization are examined: the electronic revolution (primarily involving technological infrastructure & the mass media), & the creation of transnational social spaces that give rise to new forms of cosmopolitanism. Using global systems theory, alternatives to capitalist globalization are identified: (1) internationalist (state-centrist); (2) transnationalist (globalization as a contested world historical project with many variants); & (3) globalist (the neoliberal capitalist project). Despite their differences, all of these approaches maintain that contemporary world problems must be addressed beyond the level of the nation-state. It is contended that capitalist globalization cannot succeed in the long run because it is unable to resolve two pressing world problems: class polarization & ecological unstainability. K. Hyatt Stewart
