The Mediated Discourse of Domestic Luxury

The contemporary home is more than just a dwelling place. With its emphasis on luxury, comfort, and technological sophistication, the architectural space of home serves as a prime example of the act of representation that reflects and reinforces dominant social and cultural ideologies. The advertisements regarding housing perfectly denote a life of comfort and luxury through a deliberate neglect of all aspects of average middle class life. Through an analysis of architectural style, luxurious ambiance, and specific elements presented in these ads, this paper analyzes how the home functions as a site of power and knowledge production. By understanding the ways in which the home is implicated in the production of dominant ideologies, we can begin to challenge and resist these forces.