2. C AN WE SPEAK OF
POSTMODERN HISTORY ?
 Not if we take postmodern
theory seriously.
 Postmodernism challenges
the idea of unilinear history.

3. A RCHITECTURE CLAIMS
TO HAVE A PRECISE
DATE FOR THE
INAUGURATION OF
POSTMODERNISM ...

4. T HE DESTRUCTION OF
P RUITT- LODGE
HOUSING DEVELOPMENT
IN ST. L OUIS , MISSOURI
 Charles Jencks: “This proclaimed the
death of the International Style of
Modernist architecture, the end of
“buildings as machines for living”
envisioned by the abstract
functionalist”.

5. PO MO
V ERNACULAR
 In 1972, the American Architect Robert Venturi formulated
the postmodern creed.
 In place of the unilateral “glass boxes”, po mo architects
offers the vernacular, an emphasis on the local and
particular as opposed to modernist universalism.
 A return to ornament, with reference to the historic past
and its symbolism, but in the ironic manner of parody,
pastiche, and quotation.

6. V ENTURI AND OTHER POSTMODERNS PROPOSE
A ― COMICSTRIP ‖ ARCHITECTURE —
ECLECTIC , AMBIGOUS , HUMUROUS :
UNPRETENTIOUS .
The New York
AT&T Tower now,
the SONY Tower
by Philip
Johnson.

7.  Po mo Architecture’s ironic
energy, its radical eclecticism, seem
to give immedicate credibility to
postmodern theory. This is because
the building itself serves as visible
proof of the theory.
 Le Cobusier:
“We could achieve the transformation
of sociallife by transforming
architectural space as a substitute
for political revolution.”

8. C OMPUTERIZING
DIFFERENCE
 Modernist experimenters failed to
change the world of capitalism—in fact,
the utopian purity of their glass towers
ended by glorifying the power of banks,
airlines and multinational corporations.
 Po mo architects CANNOT avoid being
employees of capitalism. They CANNOT
invent history simply by changing the
look of buildings.

9. C HARLES JENCKS
Computer-modelling ,
automated production
and sophisticated
market research allow
us to mass produce a
variety of styles and
almost personalized
products.

10.  Theorists believe that
computer can replace the
stereotyped uniformity of
modernism by multiplying
difference...

11. H YPERMODERNISM
 The amnesiac zone of postmodernity
 Technology and economics merge
and are disguised by alternative
labels.
Example: olestra,a sucrose polyester
of hyperreal fat

12. CYBERIA
 Cyberspace
-coined by science-fiction writer William
Gibson in his novel “Neuromancer”
- defined as “consensual hallucination”
- any “room” or any space generated by
software within a computer that
produces a Virtual-Reality experience.
- designed to trick our senses that we are
in another world

13. CYBER
 Cybernauts
- those seeking computer driven
transendence and travelling through
cyberspace
 Cyberpunk
- started all the cyber-enthusiasm
- represents the implosion of the future
into the present and total intrusion of
technology into human lives.

14.  Cyberculture
- the culture spawned by cyberpunks
and cybernauts
 Cyberia
- civilization springing up on-line

15. J EAN
B AUDRILLARD
• The true
neuromancer-
theorist of Po
Mo.
• Introduced the
four phases of
images

16. S TEP 1: T HE IMAGE IS A
REFLECTION OF BASIC
REALITY
A painting
by Vincent
Van Gogh.

17. S TEP 2: THE IMAGE MASKS
AND PERVERTS A BASIC
REALITY
ClassicalPre-
Industrial Phase
An image is a
counterfeit of
reality
“Art Imitates
Life”

18. S TEP 3: THE IMAGE
MARKS THE ABSENCE OF
A BASIC REALITY
Age of mass
reproduction

19. S TEP 4: THE POST-
MODERN SIMULACRUM
- a
simulacra, exp
ensive street
–cred
models, sport
wears with
nothing to do
with sports

20. C YBERIAN STREETSCENES :
POSTMODERN HABITAT
 Advertising Hyperreality
- advertising is not merely to
create dreams and desires, but to
endanger a new commodified
reality shaped by a company’s
logo or slogan.

21. U NITED COLORS OF
BENNETON

22.  The Benetton campaign encapsulates the
past, present, and future in a single time
frame offering images which conjure
historic, futuristic, and apocalyptic element
within a grammar of race.
 Difference is commodified and a portrait of
plurality is produced.
 This is advertising as a “social conscience”, an
artificially constructed reality that projects an
image of harmony to sell a brand name.

23. X- RATED CYBERSEX
GAMES
 Cybersex fiction takes a quantum
leap towards reality with the arrival
of the “teledildonic” suit. This
consists of a head-piece with video
and audio input connected to a suit
that stimulates erogenous zones.

24. M ADONNA , CYBERGIRL
 Postmodern icon of the
80’s
 The Queen of
Appropriation
 The Cyber-Model of the
New Woman

25. E NDLESSLY
C ONTEMPORARY AMNESIA
 Hyperactivity
- Zapping or zero-consciousness- is a
postmodern symptom of impatience
without depth. The traditional
richness and subtlety of nature, art
and religion have faded away before
our eyes and we are left with the
“recession of reality”.
 Zapping out the past

26. T HIRD W ORLD
POSTMODERNISM
 Islam and the so-called third world
are left out of most accounts of
postmodernism.
 Parallels on the condition of
colonial or neo-colonial
dependency.
 Transformed post-modernism into a
culture of resistance.