Lexicon

Abject
Accretion
Actant
Aeration
Aerobic
Algae-boosted
Animal
Anthropomorphism
Anti-Continuous Construction
Apocalypse
Aquaculture
Aquanaut
Ark
Artificial Intelligence
Autopoiesis
Assemblages
Asymmetry
Atrophy
Attraction
Autarchy
Automata
Automation
Autosymbiosis
Bambassador
Bathyscaphe
Bioconurbation
Biomedia
Bionics
Biosphere
Biotechnique
By-product
Capacity
Actant
Coisolation
Composting
Conservative Surgery
Consumer Envelope
Consumption
Continuous Construction
Conurbation
Correalism
Cultural_Memory
Cybernetics
Cybertecture
Cyborg
Dispositif
Diving Saucer
Dross
Earthship
Ecocatastrophe
Effluvium
Egosphere
End-use
Entanglement
Eutopia
Feedback
Foam
Folk
Gadget
Garbage House
Green Cyborg
Heuristic
Hoard
Holism
Homogenization of Desire
Hostile
Human Affect
Hybridized Folk
Hydroponic
Hyper-Materialism
Information Economy
Inner Space
Interama
Intra-Uterine
Maque
Megalopolis
Min-use
Mobility
Monorail
Multi-Hinge
Non-Design
Oceanaut
Oppositional Consciousness
Organic
Ouroboros
Panarchy
Parasite
Perceived Continuation
Permanence
Place
Prototype
Post-Animal
Reclamation
RI: Data Farms
RI: Garbage and Animals
RI:Shipbreaking
RI: Toxic Sublime
Sampling
Scale
Sensing Structure
Simulacrum
Simulation
Soft Energy
Spaceship Earth
Submersible
Superwindow
Symbiosis
Synthetic Environment
Technocratic
Technological Heredity
Technological Sublime
Telechirics
The Sublime
Thermal Panel
Actant
Thing-Power
Thinking Machines
Tool
Toxic Withdrawal
Turbulence
UV-Transparent Film
Vibrant Matter
Waste
Work

Homogenization of Desire

Going beyond the mass production of merchandize, there's the mass production of consumer taste.1 Propaganda is thus not only employed to sell a product, but to mold our desire. This is a term brought up by Pawley in "Chile and the Cornell Program" as well as in "Garbage Housing", when going over mass housing policies implemented since the beginning of the 20th century that instill a specific image of housing. This image of housing ties to the consumer lifestyle that, for Pawley, everyone wants to reach, since it is associated with wealth. This leads to the standardization of desire, and the etching of a particular type of housing that leaves no room for change, making it harder for the general public to accept the idea of garbage housing. This type of suburban housing ideal is strongly fused with the consumer lifestyle that leads to the transformation of the house into a consumer envelope.

1 "The image of the owner-occupied suburb is persuasive and omnipresent which is why it not only dominates housing policy in the West, but haunts patterns of urbanization everywhere. And yet it cannot be too clearly stated that in relation to the actual physical resources known to exist in the world the dream of a universal high consumption suburbia is impossible of fulfillment." Pawley, p.51
Citations
Martin Pawley, Garbage Housing (London: The Architectural press), 47-114.
Jane Bennett, "Powers of The Hoard: Further Notes on Material Agency," in Animal, Vegetable, Mineral Ethics and Objects, ed. Jeffrey Jerome Cohen (Washington, DC: Oliphaunt Books), 237-269.
Witold Rybezynski, "From Pollution To housing," Architectural Design, vol. 12 (1973): 785-789.
Lydia Kallipoliti, "Dross City," Architectural Design, vol. 80 (2010): 102-109.