When it comes to gated communities, recurrences of similar everyday life images and spatial representations in mass media form a discourse of the future everyday life. It depicts an ideal living environment that aligns neoliberalization with an idealization of private urban services, commodified forms of housing production, enclave living and exclusiveness, as well as the glorification of consumerism. This aligns with neoliberalism’s “pervasive effects on ways of thought to the point where it has become incorporated into the common-sense way many of us interpret, live in, and understand the world” since the 1970s (Harvey, 2007, p. 3).
Understanding the role of this discourse in the imagining and producing of future everyday life in cities is critical for the production of urban space in the future and for the role of utopian thinking. In this respect, a critical investigation of the representation of future everyday life in housing developments would provide some insight on these issues. This particular case study focuses on mass media representations of the branded housing projects developed in Istanbul, which provide some clues.
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