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Architecture since 1400$
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Kathleen James-Chakraborty

Print publication date: 2014

Print ISBN-13: 9780816673964

Published to Minnesota Scholarship Online: August 2015

DOI: 10.5749/minnesota/9780816673964.001.0001

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Architecture for a Mass Audience

Architecture for a Mass Audience

Chapter:
(p.359) 23 Architecture for a Mass Audience
Source:
Architecture since 1400
Author(s):

Kathleen James-Chakraborty

Publisher:
University of Minnesota Press
DOI:10.5749/minnesota/9780816673964.003.0023

This chapter focuses on the architectural reform in Germany in the early twentieth century. The ornate historicism of the late nineteenth century was swept aside and replaced by architecture that responded directly to the conditions of mass culture as well as industrial production; in almost all, it acknowledged a fundamental shift in the audience for architecture. For the first time professional architects addressed in their designs not just their social peers and superiors but also the whole of society, especially the working and lower-middle classes. These architects appropriated techniques from entertainment, particularly theater and cinema, and from advertising to reach a mass public in buildings often designed overtly to sell goods and utopian social ideals.

Keywords:   Germany, architecture, architectural reform, buildings, mass audience, mass culture

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