Medya Mimarlığı: Instagram Archigram’a Karşı

Abstract

Bu makalenin amacı, medyanın mimarlığın yalnızca temsil edilme biçimini değil aynı zamanda üretilme, yeniden üretilme ve tüketilme biçimini de değiştirdiğini tartışmaktır. Makalenin medya ve mimarlık arasındaki değişken ilişkiye odaklanırken bu tartışmayı Instagram ve Archigram üzerinden yürütüyor olması güncelliğini ve özgün değerini ortaya koymaktadır. Bilgi ve iletişim teknolojileri ile bilgisayar teknolojilerinde yaşanan gelişmelerle birlikte medya, daha çok dijital medya ve sosyal medya olarak adlandırılan alana doğru kaymıştır. Böylece medya yeni bir alanda kendisini yeniden üretmeye başlamıştır. Ayrıca mimarlığın da yeni bir beğeni anlayışıyla yeniden üretilmesini sağlamıştır. Bugün medyada paylaşılan ve beğeni alan imgelerin bombardımanı ve özellikle Instagram gibi sosyal medya platformlarında sürekli bir akış halinde olması, mimarlığın bir imge üretimi olarak görülmesine yol açmıştır. Makalede, mimarlık üretiminin değişimi Instagram (basılı olmayan) ve Archigram (basılı olan) gibi iki farklı temsil ortamı üzerinden ele alınmış; dönemleri ve mimarlığı temsil etme biçimleri birbirinden farklı olsa da bu ortamların mimarlık olmadan mimarlık anlayışını örneklediği tartışılmıştır. Çünkü her ikisi de binaların kendisinin değil onun yerine tasarım fikirlerinin ve imgelerinin üretildiği ortamlardır. Instagram, Archigram’a alternatif olarak ortaya çıkmamıştır, ancak Instagram da Archigram gibi mimarlık ortamına metnin ya da nesnenin değil imgenin hakim olmasını sağlamıştır. Medya sürekli olarak değişiyor olsa da mimarlığın kendisini hala medya aracılığıyla temsil ettiği ve yeniden ürettiği anlaşılmaktadır. Bu yüzden mimarlığın gerçekliğini sorgulayabilmek ve anlayabilmek için medyanın önceliklerini, beğeni düzeyini, değişkenlerini ve gerçekliği yeniden üretme biçimini anlayabilmek büyük önem taşımaktadır.

Keywords

• Archigram
• Instagram
• Medya Mimarlığı
• Sosyal Medya
• Sosyal Medya Mimarlığı

Media Architecture: Instagram versus Archigram

Abstract

The aim of this paper is to discuss that media is not only changing the way architecture is represented, but also the way it is produced, reproduced and consumed. It is the originality of the paper to discuss Instagram and Archigram to focus on the changing relationship between media and architecture. With advances in information and communication technology, media is now expanding into digital media and social media. Computer technology supports media to be re-generated in a new environment. Media is accordingly re-generating architecture. The constant flow of images, particularly on social media platforms, such as Instagram, leads to architecture being seen and understood as an image production. The paper argues that Instagram (non-printed) and Archigram (printed) refer to architecture without architecture. They provide a specific medium for architecture to construct not buildings, but images of buildings. Instagram is not an alternative to Archigram, but both allow images to dominate text and objects in architecture. Although media is changing radically, architecture still represents and reproduces itself through media. It is therefore crucial to understand the dynamics and realities of media to understand the reality of architecture.

Keywords

• Archigram
• Instagram
• Media Architecture
• Social Media
• Social Media Architecture

References

1. Alaily-Mattar, N., Jones, P. (2025). Representing spatial futures in the age of social media: Unpacking the case of The Line. Archnet-IJAR: International Journal of Architectural Research, 19(2), 434–449. https://doi.org/10.1108/ARCH-06-2024-0235
2. Banham, P. R. (1965). A clip-on architecture. Design Quarterly, 1(63), 1-29. https://doi.org/10.2307/4047309
3. Başarır, S. B., Demir, Y. (2024). Postdigital augmented spaces: A conceptual framework. VLC arquitectura, 11(2), 173-189. https://doi.org/10.4995/vlc.2024.21425
4. Beasley, O. (2015). In search of distraction: Representing Benjamin’s everyday experience of architecture. University of Westminster.
5. Benjamin, W. (1999). The work of art in the age of mechanical reproduction. In H. Arendt (Eds.), Illuminations (pp.211-244). Pimlico.
6. Colomina, B. (2002). Architectureproduction. In K. Rattenbury (Eds.), This is not architecture: Media constructions (pp. 207–221). Routledge.
7. Fiocco, F., Pistone, G. (2020, June 17). Good content vs good architecture: Where does ‘Instagrammability’ take us? Arcdaily. https://www.archdaily.com/941351/good-content-vs-goodarchitecture-where-does-instagrammability-take-us
8. Fischer, P. T., Hornecker, E. (2017). Media architecture for shared encounters. In A. Wiethoff and H. Hußmann (Eds.), Media architecture: Using information and media as construction material (pp. 5-24). De Gruyter.

9. Gannon, T. (2008). Return of the living dead: Archigram and architecture's monstrous media. Log, 1(13/14), 171-180. http://www.jstor.org/stable/41765245
10. Goffi, F. (2007). Architecture's twinned body: Building and drawing. In M. Frascari, J. Hale & B. Starkey (Eds.), From models to drawings: imagination and representation in architecture (pp. 88-98). Routledge.
11. Grillner, K. (2007). Fluttering butterflies, a dusty road, and a muddy stone: Criticality in distraction. In J. Rendell, J. Hill, M. Dorrian & M. Fraser (Eds.), Critical architecture (pp.135-142). Routledge.
12. Güneri, G. D. (2019). Reading architectural utopia(nism)s: A proposal. Metu Journal of Architecture, 36(1), 85-106. http://dx.doi.org/10.4305/metu.jfa.2018.2.5
13. Güneri, G. D. (2020). Peter Cook beyond Archigram: Towards a critical utopianism. Prostor, 1(59), 130-141. https://doi.org/10.31522/p.28.1(59).8
14. Güzer, A. (2020). Bir mimarlık eleştirisi ortamı olarak sosyal medya. In G. Kaymak Heinz & D. Yaşar (Eds.), Mimari yansımalar: Şengül Öymen Gür’e armağan (pp. 29-42). Yem Yayınları.
15. Irapoğlu, N., Topdağı Yazıcı, B. (2025). The role of media in architectural studies: An analysis of research on newspapers and periodicals. Megaron, 20(3), 325–345. https://doi.org/10.14744/megaron.2025.17048
16. Junte, J. (2021, March 26). How media architecture is shaping our cities – and with it our lives. Arcdaily. https://www.archdaily.com/959178/howmedia-architecture-is-shapingour-cities-nil-and-with-it-our-lives
17. Kushner, M. (2015, March 10). Why the buildings of future will be shaped by you? TED Talks. http://www.youtube.com/watch?v=hha0NsYXS5c
18. Lindsay, G., Sawyer, M., Alaily-Mattar, N. (2025). Architecture in the age of social media: Introduction to the special issue. Archnet-IJAR: International Journal of Architectural Research, 19(2): 311–317. https://doi.org/10.1108/ARCH-03-2025-0114
19. Manovich, L. (2001). The language of new media. The MIT Press.
20. Martinez Matos, A. (2023). Bernard Rudofsky’s curatorial innovation at MoMA: Architecture Without Architects, 1964. Constelaciones, 1(11), 35-53. https://doi.org/10.31921/constelaciones.n11a2
21. Mcluhan, M. (2006). The medium is the message. Gingko Press.
22. Pallasmaa, J. (2011). The embodied image: Imagination and imagery in architecture. Wiley Publications.
23. Rattenbury, K., Cooke, C. & Hill, J. (2002). Iconic pictures. In K. Rattenbury (Eds.), This is not architecture: Media constructions (pp. 57-90). Routledge.
24. Rudofsky, B. (1964). Architecture without architects: An introduction to nonpedigreed architecture. The Museum of Modern Art.
25. Sadler, S. (2005). Archigram: Architecture without architecture. The MIT Press.
26. Steiner, H. A. (2009). Archigram: The structure of circulation. Routledge.
27. Tovar, E. (2025, January 28). Social media-friendly design: Is architecture adapting to viral trends and algorithms? Arcdaily. https://www.archdaily.com/1025972/social-media-friendly-designis-architecture-adapting-to-viral-trends-and-algorithms
28. Virilio P., Ruby, A. (1993). Architecture in the age of its virtual disappearance. Princeton Architectural Press.
29. Wagiri, F., Wijaya, D. C., Sitindjak, R. H. I. (2024). Embodied spaces in digital times: Exploring the role of Instagram in shaping temporal dimensions and perceptions of architecture. Architecture, 1(4), 948–973. https://doi.org/10.3390/architecture4040050
30. Wainwright, O. (2018, November 23). Snapping point: How the world’s leading architects fell under the Instagram spell. The Guardian. https://www.theguardian.com/artanddesign/2018/nov/23/snapping -point-how-the-worlds-leading-architects-fell-under-the-instagramspell
31. Wiethoff, A., Hußmann, H. (2017). Introduction. In A. Wiethoff and H. Hußmann (Eds.), Media architecture: Using information and media as construction material (pp. 1-2). De Gruyter.
32. Wilkinson, T. (2015). The polemical snapshot: Architectural photography in the age of social media. Architectural Review, 1(11), 91-97. https://www.architectural-review.com/essays/photography/thepolemical-snapshot-architectural-photography-in-the-age-of-socialmedia