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23 Architecture for a Mass Audience
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Published:January 2014
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Abstract
This chapter focuses on the architectural reform in Germany in the early twentieth century. The ornate historicism of the late nineteenth century was swept aside and replaced by architecture that responded directly to the conditions of mass culture as well as industrial production; in almost all, it acknowledged a fundamental shift in the audience for architecture. For the first time professional architects addressed in their designs not just their social peers and superiors but also the whole of society, especially the working and lower-middle classes. These architects appropriated techniques from entertainment, particularly theater and cinema, and from advertising to reach a mass public in buildings often designed overtly to sell goods and utopian social ideals.
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