What
is the Status of Architecture in the Western Consumer
Society?
* * *
What is the role of
architecture in the Western consumer society, where even
morals and practicality are typically turned into casual
merchandise? And what are the opportunities left open for
architecture? Antti Ahlava's dissertation takes up a
unique issue in architectural discourse. He examines
modern architecture, whose roots are inextricably linked
with the consumer society, and also the strategies of
architects who seek to respond to changes in this
society. He draws a parallel between architecture and the
moving image, the typical artform of the consumer
society. One of the major influences in Ahlava's work is
the sociologist Jean Baudrillard.
Architecture could be
used to improve the quality of life, but this is
practically a non-existent function in the consumer
society. Architecture replicates and repeats the negative
features of the consumer society, such as fragmentation,
purposelessness, extreme individualism and lack of
communality. Ahlava claims in his dissertation that the
dominant level in architecture is not scientific,
functional, structural or esthetical, but coercive,
seductive, collective and mythical. Although society with
its fad for digital consumption enables alternative
architectures, it is unable to solve problems arising
from fragmentation, the loss of reciprocity and altruism
and the banalisation of culture. Moralistic condemnation
of the consumer society and commercial architecture
cannot work, because one of the intrinsic aspects of the
consumer society is that it disseminates moralities that
affect habitation and living, but which in the final
analysis are trivial. In addition to the theoretical
discussion, the dissertation also offers a design method
for architects and shows how it can be applied in
practice. Ahlava suggests that the basic premise of
architectural design could be turned away from seeking to
satisfy the masses and individuality towards learning
from the methods of primitive cultures and revolutionary
masses.
Antti Ahlava (b. 1967)
graduated as architect from the Helsinki University of
Technology in 1996. He lives and works in Helsinki, where
he is a partner in the architectural office MOD Architects Ltd. In addition to designing, he
has written articles on architecture and has taught and
lectured in several universities.
• The public
examination of Antti Ahlava's dissertation was held at
the University of Art and Design Helsinki (Sampo
Auditorium, Media Centre Lume, Hämeentie 135 C,
Helsinki) on 12 December 2002. Photo and CV available
from the University of Art and Design Helsinki,
Communications, e-mail: info@uiah.fi "Architecture
in Consumer Society" is published by the University
of Art and Design Helsinki, Publications. Ordering and
evaluation copies: tel. +358-9-7563 0319 or
books@uiah.fi.
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University of Art and Design
Helsinki
The
University of Art and Design Helsinki is an international
university dedicated to design, audiovisual
communication, art education and art. It is the largest
university of its kind in Scandinavia and has a strong
and active international presence. The University founded
in 1871 is a pioneer in research and education.
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