The Restricted Reimaging of a Contemporary Suburb at the Turn of the 21st Century

Marvell, Alan D ORCID: 0000-0001-8363-0793 (2021) The Restricted Reimaging of a Contemporary Suburb at the Turn of the 21st Century. Area, 53 (1). pp. 76-83. doi:10.1111/area.12649

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The purpose of this article is to investigate the representation of suburbia in promotional material published by housing developers at the turn of the 21st century using a case study in the UK. The millennium offered an opportunity for housing developers to construct a narrative of 21st century suburban living by creating new developments and a new vision of suburbia. The research reviews a series of articles identifying several key changes taking place within culture and society, in particular with reference to gender and ethnicity. Using semiotic analysis, the research identifies what was presented within the developers’ promotional material does not necessarily represent wider changes occurring in society. This article reveals that housing developers are practicing a restricted reimaging of the suburb often maintaining a nostalgic view of a suburban aesthetic.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Place making; Housing; Advertising; Semiotics; Swindon; Suburb
Subjects: G Geography. Anthropology. Recreation > GF Human geography. Human ecology. Anthropogeography
H Social Sciences > HF Commerce > HF5001 Business > HF5801 Advertising
N Fine Arts > NA Architecture > NA9000 Aesthetics of cities. City planning and beautifying.
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Alan Marvell
Date Deposited: 10 Jul 2020 13:10
Last Modified: 27 Jul 2023 14:25

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