On Owls, Starchitects, Papers & Growth Machines
When philosophy paints its gray in gray, then has a shape of life grown old. By philosophy's gray in gray it cannot be rejuvenated but only understood. The owl of Minerva spreads its wings only with the falling of the dusk.
In perhaps his most eloquent moment, Hegel was referring to the way that philosophy came to an understanding of topics precisely at the moment that they were no longer relevant.
An example of this would be the explosion of visual studies in the 1990s just at the moment when two centuries of the visual being a cultural dominant were being eclipsed by the rise of the non-visual, by the code and procotols of network culture. Nobody talks much about visual studies anymore.
But it isn't just philosophy and theory that operate this way. It's a phenomenon we see in culture over and over. Milton Friedman (and Time Magazine) declared We are all Keynesians now just as the long postwar boom expired.
Or look at how stores like Barnes and Noble appeared, carrying huge amounts of books and magazines just as print began its terminal decline. Or the appearance of the SUV right before peak oil (I have friends who bought those things and used them for everyday driving…crazy!).
So what about Starchitects? There has certainly never been an explosion of interest in Starchitects like there has been today. But when the economy recovers (and I think that will be a long, long time from nunless the government comes up with another unhealthy quick fix), I'm not so sure we'll have starchitects anymore.
The reason is simple: newspapers made starchitects. It's common knowledge that recent construction by major cultural institutions was driven by the desire to make it to the front page of the New York Times. This could only be guaranteed if the architect was Gehry, Herzog and de Meuron, Koolhaas, Hadid, Nouvel, and Foster (some of these names may change a little, a second tier includes Piano, Morphosis, Sejima, Ito, and I'm sure a couple of others that I forgot). I have friends who work with such institutions and they were commonly told that the project had to be on the front page.
This is not surprising. Newspapers are key institutions for the growth machine (see more here). They seek to drive growth, making it seem natural and promoting it, generally regardless of the cost. They are where the growth machine sees itself and celebrates itself.
But now, eviscerated by bad financial models and online publications, newspapers are dying. Certainly blogs have encouraged Starchitecture a bit, but in many cases—such as at Archinect—they did so in part because they are in the business of linking to content from newspapers. In many cases bloggers are more critical of starchitecture than newspaper critics are. Blogs are bottom-up, newspapers are top-down. Thus blogs are snarky, newspapers are proper. Blogs also have comments so when a blogger gets something wrong, a reader can call it out.
As you may read on twitter, the media is dying. As big papers start to shut down or go to online-only formats in the coming years, will starchitects disappear as well? I can't imagine that the heads of major cultural institutions will insist on architects who will ensure their buildings be mentioned on Archinect.
If they do, what will take their place, a Warholian YouTube-style culture of young architects being famous for 15 minutes? Or will architects begin to specialize toward niche audiences, much as blogs do?