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.