Housing and consumption: social status, desire, and fulfillment

Abstract

The goal of this article is to discuss the meaning of housing in contemporary society. It presents arguments that enhance the primary role of housing as a commodity, subject to a cultural, economic, and marketing logic that deliberately benefits from seductive methods to disseminate new lifestyles. Turned into a cultural symbol of prestige and success, contemporary housing produced by the real estate industry in general, implies a value system that allows individuals to recognize and participate in their desired social group. Finally, this article addresses the architect’s dichotomy in the professional exercise of housing development, which breaks into technical skills and theoretical knowledge, service provision and artistic idealism.