My study is about presentations of lifestyle in house merchandising and the extent of human agency in shaping home. It seeks to answer a significant, but not often addressed, question: To what degree and in what ways does the home-dweller conform to or move away from prescribed ways of living? My focus is late twentieth and early twenty-first century middle-class, single-family housing built by speculative developers, the most common form of dwelling in the United States. Between 1998 and 2004 I conducted field-work analysis of the walk-through model home and its accompanying literature. I explored house marketing techniques to clarify how these spaces and the objects placed in them are used as symbols of social identity and the ways in which artifacts shape, and are shaped by, communally driven perceptions of middle-class values. I also examined the hierarchical division of domestic space and the gendering of spaces in the constructed spectacle of the walk-through furnished model home. My study was also a consideration of ways in which these staged spaces support culturally perceived norms while denying actual social, cultural, and economic realities.This paper builds on my earlier work by considering the ways families negotiate the space in which they live. Based on ethnographic field-work and oral histories of persons now living in the homes analyzed in my initial research, I have constructed a comparative analysis of the house as commodity and the house as lived experience that reveals how home-dwellers utilize space in their practices of everyday living and how these practices ascribe to or challenge overarching ideas of domesticity and ideas of life in the home as presented in house merchandising material. Through case studies, this paper explores the relationship between ideal and real lives as articulated in middle-class, single-family dwellings of the United States at the turn of the twenty-first century
Anonymous Families One, Two and Three. (2012). Interviewed by Ellen Avitts. September.
Anonymous Judd Developers Salesperson. (1998). Interviewed by Ellen Avitts. March.
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Judd Builders and Developers. Advertising Packet, 1998.
Lowenthal, D. (1985). The Past is a Foreign County. Cambridge, Cambridge University Press.
Mitchell, J. and Buzby, B. (1999). ‘Top 10 Merchandising Trends.’ The Best of Sales & Marketing Ideas. Washington DC: The Home Builder Press, pp. 45-47.
Parker, D. and Clark, C. R. (1999). Marketing New Homes. Washington, DC: The Home Builders Press.
Stewart, S. (1993). On Longing: Narratives of the Miniature, the Gigantic, the Souvenir, the Collection. Durham and London: Duke University Press.
Trupp, B. (1981). Color it Home: A Builder’s Guide to Interior Design and Merchandising. Boston: CBI Publishing Company, Inc.
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Captions of Visual Material (All photos by author)
Avıtts, E. (2019). THERE’S NO PLACE LIKE HOME: SUBURBAN RHETORIC AND REALITY AT THE TURN OF THE TWENTY-FIRST CENTURY. International Journal of Architecture and Urban Studies, 4(1), 63-76.
AMA
Avıtts E. THERE’S NO PLACE LIKE HOME: SUBURBAN RHETORIC AND REALITY AT THE TURN OF THE TWENTY-FIRST CENTURY. International Journal of Architecture and Urban Studies. April 2019;4(1):63-76.
Chicago
Avıtts, Ellen. “THERE’S NO PLACE LIKE HOME: SUBURBAN RHETORIC AND REALITY AT THE TURN OF THE TWENTY-FIRST CENTURY”. International Journal of Architecture and Urban Studies 4, no. 1 (April 2019): 63-76.
EndNote
Avıtts E (April 1, 2019) THERE’S NO PLACE LIKE HOME: SUBURBAN RHETORIC AND REALITY AT THE TURN OF THE TWENTY-FIRST CENTURY. International Journal of Architecture and Urban Studies 4 1 63–76.
IEEE
E. Avıtts, “THERE’S NO PLACE LIKE HOME: SUBURBAN RHETORIC AND REALITY AT THE TURN OF THE TWENTY-FIRST CENTURY”, International Journal of Architecture and Urban Studies, vol. 4, no. 1, pp. 63–76, 2019.
ISNAD
Avıtts, Ellen. “THERE’S NO PLACE LIKE HOME: SUBURBAN RHETORIC AND REALITY AT THE TURN OF THE TWENTY-FIRST CENTURY”. International Journal of Architecture and Urban Studies 4/1 (April 2019), 63-76.
JAMA
Avıtts E. THERE’S NO PLACE LIKE HOME: SUBURBAN RHETORIC AND REALITY AT THE TURN OF THE TWENTY-FIRST CENTURY. International Journal of Architecture and Urban Studies. 2019;4:63–76.
MLA
Avıtts, Ellen. “THERE’S NO PLACE LIKE HOME: SUBURBAN RHETORIC AND REALITY AT THE TURN OF THE TWENTY-FIRST CENTURY”. International Journal of Architecture and Urban Studies, vol. 4, no. 1, 2019, pp. 63-76.
Vancouver
Avıtts E. THERE’S NO PLACE LIKE HOME: SUBURBAN RHETORIC AND REALITY AT THE TURN OF THE TWENTY-FIRST CENTURY. International Journal of Architecture and Urban Studies. 2019;4(1):63-76.