As Edward Said (1994, p. 6) once said, “none of us is completely free from the struggle over geography”, including financial capital. Said (1994, p. 6) continues, this struggle “is not only about soldiers and cannons but also about ideas, about forms, about images and imaginings”. Discursive formation of real-estate futures has long been part of this struggle. From London to Istanbul, various everyday life images and spatial representations are replicated in promotional materials of real-estate projects such as in advertisements, catalogues and billboards. These all together form a discourse of the ideal everyday life that people dream of. This paper focuses on the case of branded housing projects which are developed as a version of housing enclaves in Istanbul following the deepening of neoliberal urbanisation in Turkey. It discusses the role of the representations and images in the project catalogues and advertisements in imagining of future everyday life from a Lefebvrian-Gramscian perspective. The paper presents a comprehensive critical discourse analysis and challenges the idealisation (and normalisation) of everyday life practices offered in these hyper-controlled, under surveillance and commodified urban spaces. It concludes that the struggle of hegemonic and counter-hegemonic discourse over everyday life is a key for reclaiming utopia, therefore, future imaginings.
The talk was given in scope of the Planetary Futures Conference: Imagining the Future – Financial Capitalism and the Social Imagination @ Institute of Advanced Studies, UCL, London, 11 July 2017
For the programme of the conference and the abstracts click here.
Image Credit: Robert Almonte