The SAGE Handbook of Architectural Theory documents and builds upon some of the most innovative developments in architectural theory over the last two decades. Bringing into dialogue a range of geographically, institutionally and historically competing positions, the book examines and explores parallel debates in related fields. The book is divided into eight sections. Creating openings for future lines of inquiry and establishing the basis for new directions for education, research and practice, the book organizes itself around specific case studies to provide a critical, interpretive and speculative enquiry into the relevant debates in architectural theory. A methodical, authoritative and comprehensive addition to the literature, the Handbook is suitable for academics, researchers and practitioners in architecture, urban geography, cultural studies, sociology and geography.
Chapter 14: Notes on the Society of the Brand
Notes on the Society of the Brand
In the forty years since Guy Debord published Society of the Spectacle, many of his key assertions have been fully realized. However, the underlying conditions that led to the triumph of the spectacle have undergone dramatic changes (Harvey 1989a; Pinder 2000; Giroux 2006). In addition to innovations in digital technology which have vastly transformed the production and reception of spectacle, the Keynesian model of technocratic state power attacked by Debord has been significantly modified, if not replaced by the global diffusion of corporate spectacle and branding in the neo-liberal context, along with the rise of the security state, redefinitions of national sovereignty, and the all-pervasive environmental threat of ‘risk society’ ...