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Volumn 64, Issue 3, 2005, Pages 340-361

"Miracle house hoop-la": Corporate rhetoric and the construction of the postwar American house

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EID: 60950308030     PISSN: 00379808     EISSN: None     Source Type: Journal    
DOI: 10.2307/25068168     Document Type: Article
Times cited : (9)

References (113)
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    • The Post-Modern House
    • May
    • Joseph Hudnut, "The Post-Modern House, " Architectural Record(May 1945), 70.
    • (1945) Architectural Record , pp. 70
    • Hudnut, J.1
  • 5
    • 0004082348 scopus 로고    scopus 로고
    • chs. 10
    • As guides to this well-traveled ground, see Jackson, Crabgrass Frontier, chs. 10, 11;
    • Crabgrass Frontier , pp. 11
    • Jackson1
  • 9
    • 79956703211 scopus 로고
    • Director of the Technical Division, FHA, Potential Technical Developmentof Post-War Homes
    • third quarter 37-39
    • quoting in part Howard Vermilya, Director of the Technical Division, FHA, "Potential Technical Development of Post-War Homes, " Insured Mortgage Portfolio (third quarter 1943), 24-25, 37-39.
    • (1943) Insured Mortgage Portfolio , pp. 24-25
    • Vermilya, H.1
  • 13
    • 0039157056 scopus 로고
    • The constitutive power of individual preference is a bedrock tenet ofcultural studies today, it derives in part from the characterization of thepower of individual authenticity (constrained though it is in mass societies, which inevitably corrupt use values into exchange values) that was articulatedby Walter Benjamin in "The Work of Art in the Age of Mechanical Reproduction" (1936)
    • (1936) The Work of Art in the Age of Mechanical Reproduction
    • Benjamin, W.1
  • 15
    • 1842572940 scopus 로고    scopus 로고
    • New York
    • See also the provocative applications of Benjamin's concepts in Celeste Olalquiaga, The Artificial Kingdom (New York, 1998), 87-95.
    • (1998) The Artificial Kingdom , pp. 87-95
    • Olalquiaga, C.1
  • 16
    • 79956703100 scopus 로고    scopus 로고
    • Nostalgia tantalizes us with its fundamental ambivalence; it is about therepetition of the unrepeatable, materialization of the immaterial
    • New York
    • Svetlana Boym, The Future of Nostalgia (New York, 2001), xvii:"Nostalgia tantalizes us with its fundamental ambivalence; it is about therepetition of the unrepeatable, materialization of the immaterial."
    • (2001) The Future of Nostalgia
    • Boym, S.1
  • 17
    • 79956703207 scopus 로고
    • Opening of the exhibition Contemporary Architecture in the United States
    • Stanford University, Stanford, Calif., [30 Oct]
    • S. Robert Anshen, address at the opening of the exhibition Contemporary Architecture in the United States, Thomas Welton Stanford Art Gallery, Stanford University, Stanford, Calif., [30 Oct. 1945],
    • (1945) Thomas Welton Stanford Art Gallery
    • Robert Anshen, S.1
  • 18
    • 79956699724 scopus 로고
    • The Postwar House and Its Materials
    • Nov
    • printed as "The Postwar House and Its Materials, " Arts and Architecture (Nov. 1945), 43.
    • (1945) Arts and Architecture , pp. 43
  • 19
    • 79956686262 scopus 로고
    • Advertising in Wartime
    • pseud, 21 Feb
    • Madison Avenue (pseud.), "Advertising in Wartime, " Nets Republic 110 (21 Feb. 1944), 236.
    • (1944) Nets Republic , vol.110 , pp. 236
    • Avenue, M.1
  • 20
    • 79956717399 scopus 로고
    • Hollywood
    • Paul R. Williams, The Small Home of Tomorrow (Hollywood, 1945), 7.Strangely, most of the designs in this book do not feature the innovationsdescribed.
    • (1945) The Small Home of Tomorrow , pp. 7
    • Williams, P.R.1
  • 29
    • 33745151305 scopus 로고
    • Chicago
    • Among these corporations were the Common Brick Manufacturers'Association, General Houses, the Masonite Corporation, and the Owens-Illinois Glass Company. See Official Guide Book of the Fair (Chicago, 1933).
    • (1933) Official Guide Book of the Fair
  • 30
  • 31
    • 28044459756 scopus 로고
    • The Home of Tomorrow, 1927-1945
    • Joseph J. Corn, ed, Cambridge, Mass
    • Brian Horrigan, "The Home of Tomorrow, 1927-1945, " in Joseph J.Corn, ed., Imagining Tomorrow (Cambridge, Mass., 1986), 137-63;
    • (1986) Imagining Tomorrow , pp. 137-163
    • Horrigan, B.1
  • 32
    • 79956669684 scopus 로고    scopus 로고
    • Preserving Yesterday's View of Tomorrow: The Chicago World's Fair Houses, CRM [Cultural Resource Management]
    • and Judith Collins and Al Nash, "Preserving Yesterday's View of Tomorrow: The Chicago World's Fair Houses, " CRM [Cultural Resource Management]: The Journal of Heritage Stewardship 25, no. 5 (2002), 27-31.
    • (2002) The Journal of Heritage Stewardship , vol.25 , Issue.5 , pp. 27-31
    • Collins, J.1    Nash, A.2
  • 34
    • 79956718477 scopus 로고
    • Fuller's House: It Has a Better Than Even Chance of Upsetting the Building Industry
    • Apr
    • and "Fuller's House: It Has a Better Than Even Chance of Upsettingthe Building Industry, " Fortune (Apr. 1946), 167-79.
    • (1946) Fortune , pp. 167-179
  • 35
    • 85039127722 scopus 로고    scopus 로고
    • House of Tomorrow
    • "House of Tomorrow, " Historical American Buildings Survey, doc.no. IN-243, 9, Library of Congress, Washington, D.C., available throughhttp://memory.loc.gov/ammem/collections/habs-haer/index.html.
    • Historical American Buildings Survey
  • 37
    • 79956733033 scopus 로고
    • Gregory Gilmartin, and Thomas Mellins
    • New York
    • This phrase was omnipresent throughout the fair and coverage of it inboth the mainstream media and the architectural press. See the extensivediscussion in Robert A. M. Stern, Gregory Gilmartin, and Thomas Mellins, New York 1930: Architecture and Urbanism Between the Two World Wars (New York, 1987), 727-55.
    • (1987) New York 1930: Architecture and Urbanism Between the Two World Wars , pp. 727-755
    • Stern, R.A.M.1
  • 38
    • 79956668689 scopus 로고
    • Something for Everyone: Robert Moses and the Fair
    • Ileen Sheppard, Marc H. Miller, et al. (New York
    • On Moses's specific involvement, see Marc H. Miller, "Something for Everyone: Robert Moses and the Fair, " in Ileen Sheppard, Marc H. Miller, etal., Remembering the Future: The New York World's Fair from 1939 to 1964 (New York, 1989). A fissure developed between this conception (which did predominatein the exhibits that were sponsored by the Fair Corporation itself) and that ofsome of the more spectacular corporate visions on view - to underscore hisdisdain, Robert Moses even commissioned a cost study of the highways shown in Norman Bel Geddes's GM-sponsored Futurama display, which Moses called"interesting and stimulating, but hardly scientific." "Moses Envisages Future Highways, " New York Times, 21 Jan. 1940.
    • (1989) Remembering the Future: The New York World's Fair from 1939 to 1964
    • Miller, M.H.1
  • 39
    • 0002119911 scopus 로고    scopus 로고
    • Material Matters
    • Geoffrey Nunberg, ed, Berkeley, sec. 3
    • A provocative phrase for this kind of innovation is " liberationtechnology, " which carries connotations not merely of accessibility but oftranscendence of the physical world. On this, see Paul Duguid, "Material Matters, " in Geoffrey Nunberg, ed., The Future of the Book (Berkeley, 1996), sec. 3.
    • (1996) The Future of the Book
    • Duguid, P.1
  • 40
    • 79956733127 scopus 로고
    • Owens-Illinois Insulux Glass Block advertisement
    • Jan
    • Owens-Illinois Insulux Glass Block advertisement, Architectural Forum(Jan. 1945), 141.
    • (1945) Architectural Forum , pp. 141
  • 42
    • 84909978841 scopus 로고    scopus 로고
    • Statement by the New York World's Fair board of directors, 8 Oct. 1936, quoted in Tyng, Making a World's Fair, 26.
    • Making a World's Fair , pp. 26
    • Tyng1
  • 44
    • 79956700090 scopus 로고
    • The House Planned for Peace
    • Jan
    • Richard Pratt, "The House Planned for Peace, " Ladies' Home Journal (Jan. 1944), 58.
    • (1944) Ladies' Home Journal , pp. 58
    • Pratt, R.1
  • 46
    • 0032431102 scopus 로고    scopus 로고
    • Constructing a Fault(y) Zone: Misrepresentations of American Cities and Suburbs, 1900-1950
    • For a contrary view on the rhetoric of suburban development, see Richard Harris and Robert Lewis, "Constructing a Fault(y) Zone: Misrepresentationsof American Cities and Suburbs, 1900-1950, " Annals of the Association of American Geographers 88, no. 4 (1998), 622-39.
    • (1998) Annals of the Association of American Geographers , vol.88 , Issue.4 , pp. 622-639
    • Harris, R.1    Lewis, R.2
  • 47
    • 0035074937 scopus 로고    scopus 로고
    • The Geography of North American Cities and Suburbs, 1900-1950: A New Synthesis
    • Mar
    • For the argument that subsequent suburban development was notcomprehensive at all but contingent and piecemeal, see Richard Harris and Robert Lewis, "The Geography of North American Cities and Suburbs, 1900-1950: ANew Synthesis, " Journal of Urban History 27, no. 3 (Mar. 2001), 279.
    • (2001) Journal of Urban History , vol.27 , Issue.3 , pp. 279
    • Harris, R.1    Lewis, R.2
  • 49
    • 85039117538 scopus 로고
    • summer
    • repr. from Museum of Modern Art Bulletin 12, no. 5 ([summer 1945]), 8.
    • (1945) Museum of Modern Art Bulletin , vol.12 , Issue.5 , pp. 8
  • 51
    • 85039081252 scopus 로고
    • Citizens' Planning Council of Greater San Jose
    • San Jose, Calif
    • For one local example, see the pamphlet distributed by the Citizens'Planning Council of Greater San Jose, Look at Your Neighborhood (San Jose, Calif., 1945).
    • (1945) Look at Your Neighborhood
  • 54
    • 79956717584 scopus 로고
    • Santa Monica
    • Homes for Veterans (Century Pictures for the NHA, 1946), NARA, RG 283, available on Keller Easterling and Richard Prelinger, Call It Home: The House That Private Enterprise Built, laserdisc (Santa Monica, 1992), at 12306. Theclaim that "government, industry, and labor will have to join in all-outeffort" to make a housing program come to reality indicates at least inpart why, in fact, it did not.
    • (1992) Call It Home: The House That Private Enterprise Built, laserdisc
    • Easterling, K.1    Prelinger, R.2
  • 57
    • 79956717580 scopus 로고
    • Answers to Ten Postwar Questions
    • Jan
    • "Answers to Ten Postwar Questions, " American Builder and Building Age (Jan. 1944), 37.
    • (1944) American Builder and Building Age , pp. 37
  • 59
    • 60950162936 scopus 로고    scopus 로고
    • Framing the American Dream
    • Sept
    • For further on this topic, with particular reference to the lumberindustry, see David Monteyne, "Framing the American Dream, " Journal of Architectural Education 58 (Sept. 2004), 24-33.
    • (2004) Journal of Architectural Education , vol.58 , pp. 24-33
    • Monteyne, D.1
  • 61
    • 79956733195 scopus 로고
    • The Factual Findings
    • New York
    • A 1940 federal report discovered: "Of the twenty-eight cities...with a population of 100, 000 or more, four did not have a builder producing tenor more houses a year, and thirteen did not have a builder who constructedtwenty- five houses a year." M. L. Colean, "The Factual Findings, "in American Housing: Problems and Prospects (New York, 1944), 75, citing Bureauof Labor Statistics, Builders of 1-Family Houses in 72 Cities, no. R 1151(1940).
    • (1944) American Housing: Problems and Prospects , pp. 75
    • Colean, M.L.1
  • 63
    • 85039115263 scopus 로고    scopus 로고
    • The Program
    • The Housing Committee
    • The Housing Committee (Henry E. Hoagland et al.), "The Program, " in American Housing, 329.
    • American Housing , pp. 329
    • Hoagland1
  • 65
    • 79956733134 scopus 로고
    • Promote Controlled Indoor Climate - To Sell Future Homes as 'Havens of Family Health
    • Oct
    • Koven Waterfilm Boilers advertisement, Architectural Forum (Feb. 1945), 150. For another example, see John E. McNamara, "Promote Controlled Indoor Climate - To Sell Future Homes as 'Havens of Family Health, '" American Builder and Building Age (Oct. 1944), 97.
    • (1944) American Builder and Building Age , pp. 97
    • McNamara, J.E.1
  • 66
    • 79956697648 scopus 로고
    • 23 June 1639
    • For a sample reaction from the trucking industry, see editorial, Traffic World, 23 June 1945, 1639.
    • (1945) Traffic World
  • 67
    • 85039099614 scopus 로고
    • Construction Potentials: Postwar Prospects and Problems, a Basis for Action
    • Corporation Committee on Postwar Construction Markets Dec
    • Related cross-trade solidarity had been expressed in F. W. Dodge Corporation Committee on Postwar Construction Markets, "Construction Potentials: Postwar Prospects and Problems, a Basis for Action, "Architectural Record (Dec. 1943), 11: "Just as it has been necessary todebunk the dream car of the future and the dream washing machine of the future, it has been necessary to debunk the dream house of the future.... The postwarhouse will, like the postwar automobile, be to all intents and purposes a 1942model."
    • (1943) Architectural Record , pp. 11
    • Dodge, F.W.1
  • 70
    • 18144368425 scopus 로고
    • The Domestication of the Garage
    • Amherst, Mass
    • On the playing out of this tension in the middle-class built environment, see John Brinckerhoff Jackson, "The Domestication of the Garage, " in The Necessity for Ruins, and Other Topics (Amherst, Mass., 1980), 111;
    • (1980) The Necessity for Ruins, and Other Topics , pp. 111
    • Brinckerhoff Jackson, J.1
  • 75
    • 85039122155 scopus 로고    scopus 로고
    • See Hise, "Roots of the Postwar Urban Region, " 118: "Inthe interwar years, prefabrication was touted highly both within the buildingindustry and by elected officials, academics, and other professionals. Thisinterest was reflected in the homebuilding and architectural press, in books andreports, and in the popular press."
    • Roots of the Postwar Urban Region , pp. 118
    • Hise1
  • 76
    • 79956668821 scopus 로고    scopus 로고
    • n. 16
    • For a survey of some of the products of rationalized techniques - such as Thomas Edison's precast concrete structures - see Jandl, Yesterday's Houses of Tomorrow (see n. 16).
    • Yesterday's Houses of Tomorrow
    • Jandl1
  • 77
    • 0004233340 scopus 로고
    • New York
    • One such was Wallabout Houses, a 1941 federal project that housed Brooklyn Navy Yard workers and their families. This test case was directlyproximate to the state-funded Fort Greene Houses, public housing that came toserve a primarily nonmilitary function. Richard Plunz, A History of Housing in New York City: Dwelling Type and Social Change in the American Metropolis (New York, 1990), 247-48.
    • (1990) A History of Housing in New York City: Dwelling Type and Social Change inthe American Metropolis , pp. 247-248
    • Plunz, R.1
  • 78
    • 79956714803 scopus 로고    scopus 로고
    • Who Built Mr. Blandings' Dream House?
    • Mark Lamster, ed, New York
    • Philip Nobel, "Who Built Mr. Blandings' Dream House?, " in Mark Lamster, ed., Architecture and Film (New York, 2000), 58.
    • (2000) Architecture and Film , pp. 58
    • Nobel, P.1
  • 81
    • 79956696957 scopus 로고
    • Today's House
    • July
    • "Today's House, " Architectural Forum (July 1946), 98.
    • (1946) Architectural Forum , pp. 98
  • 85
    • 79956717395 scopus 로고
    • American Business in the Postwar Era
    • Robert Bremner and Gary W. Reichard, ed, Columbus, Oh
    • Arthur M. Johnson, "American Business in the Postwar Era, " in Robert Bremner and Gary W. Reichard, ed., Reshaping America: Society and Institutions, 1945-1960 (Columbus, Oh., 1982), 102.
    • (1982) Reshaping America: Society and Institutions, 1945-1960 , pp. 102
    • Johnson, A.M.1
  • 87
    • 85039125772 scopus 로고    scopus 로고
    • American Builder and Building Age (Nov. 1944), 10. The main, ship-building arm of the company reduced its output after the war but did notclose until 1976. For more on Defoe, see http://defoenet.com/shipbuild/ defoehomes01.htm and linked pages.
  • 88
    • 79956668700 scopus 로고
    • Feb (see n. 46)
    • A dissenting voice called the house "so preposterous that eventhough it is accompanied by a large picture of Henry Kaiser ... the public willsurely detect its impracticability." Structor (pseud.), "On and Offthe Record" (Feb. 1944), 26 (see n. 46).
    • (1944) On and Off the Record , pp. 26
    • Structor1
  • 89
    • 79956668492 scopus 로고
    • The Future of the Pacific Coast
    • Mar
    • On Kaiser, see C. Hartley Grattan, "The Future of the Pacific Coast, " Harper's Magazine (Mar. 1945), 307;
    • (1945) Harper's Magazine , pp. 307
    • Hartley Grattan, C.1
  • 94
    • 70949086637 scopus 로고
    • Cambridge, Mass
    • One of the most sustained contemporary efforts of modernists to claim themainstream came in the form of the Case Study House program initiated by John Entenza, editor and publisher of Arts and Architecture; see the essays in Elizabeth A. T. Smith, ed., Blueprints for Modern Living: History and Legacy ofthe Case Study Houses (Cambridge, Mass., 1989),
    • (1989) Blueprints for Modern Living: History and Legacy of the Case Study Houses
    • Smith, E.A.T.1
  • 96
    • 79956717292 scopus 로고    scopus 로고
    • I've Got An Idea
    • Jan./Feb
    • For a conscious present-day descendant, see the description of the Dwell Home program in Allison Arieff, "I've Got An Idea ..., " Dwell 3, no. 3(Jan./Feb. 2003), 15.
    • (2003) Dwell , vol.3 , Issue.3 , pp. 15
    • Arieff, A.1
  • 97
    • 85040896106 scopus 로고
    • Malden, Mass
    • Such a process could be seen as an appropriation of what Henri Lefebvredefines as itself "appropriated space." See Henri Lefebvre, The Production of Space (1974), trans. D. Nicholson-Smith (Malden, Mass., 1991), 164-68.
    • (1974) The Production of Space , pp. 164-168
    • Lefebvre, H.1    Nicholson-Smith, D.2
  • 99
    • 79956697360 scopus 로고    scopus 로고
    • Meyers, "Your Post-War Home, " 112. Meyers's description, whilelaudatory, was not uncritical: "It looks like an oil-storage tank withport-holes."
    • Your Post-War Home , pp. 112
    • Meyers1
  • 100
    • 79956697242 scopus 로고
    • For Fuller Living
    • May (see n. 16)
    • citing "For Fuller Living, " Interiors (May 1946), 118 (see n.16).
    • (1946) Interiors , pp. 118
  • 101
    • 85039115956 scopus 로고    scopus 로고
    • Fortune (Apr. 1946), comprising "Bricks without Straw?, "114-17;
    • Bricks without Straw? , pp. 114-117
  • 102
    • 85039109077 scopus 로고    scopus 로고
    • Where Is Prefabrication?
    • 233-250
    • "Where Is Prefabrication?, " 126-31, 233-50;
  • 104
    • 79956717226 scopus 로고
    • Mr. Blandings Digs His Grave
    • July
    • See also Roger Allen's strange gloss on the Blandingses ("Mr.Blandings Digs His Grave, " Architectural Forum [July 1946], 44-45);
    • (1946) Architectural Forum , pp. 44-45
    • Allen, R.1
  • 105
    • 0003949939 scopus 로고    scopus 로고
    • n. 58
    • and Clark, American Family Home, 203 (see n. 58), which faults the Blandingses for wanting a traditional single-family home in the first place. Thesubsequent enormous popularity of the movie version, Mr. Blandings Builds His Dream House (1948), did further damage to the small contractor's image.
    • American Family Home , pp. 203
    • Clark1
  • 107
    • 79956717206 scopus 로고
    • You Should Dream Better Dreams
    • May
    • Elizabeth Gordon, "You Should Dream Better Dreams, " House Beautiful (May 1946), 81-122. House Beautiful did take the trouble to note that Kaiser himself was not involved.
    • (1946) House Beautiful , pp. 81-122
    • Gordon, E.1
  • 112
    • 85039131548 scopus 로고    scopus 로고
    • n. 14
    • On this process more broadly, see Lears, Fables of Abundance, 246, 249(see n. 14).
    • Fables of Abundance , vol.246 , pp. 249
    • Lears1
  • 113
    • 0004202335 scopus 로고    scopus 로고
    • Edinburgh
    • Thus, if we characterize the miraculous domestic future as Utopian, David Harvey's claim that "materializations of spatial Utopias run afoul of theparticularities of the temporal process mobilized to produce them" does notfollow, since formally there is no betrayal involved here. See David Harvey, Spaces of Hope (Edinburgh, 2000), 179.
    • (2000) Spaces of Hope , pp. 179
    • Harvey, D.1


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