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Book Information
How business appropriated the pastoral landscape, as seen in the corporate campus, the corporate estate, and the office park.
By the end of the twentieth century, America's suburbs contained more office space than its central cities. Many of these corporate workplaces were surrounded, somewhat incongruously, by verdant vistas of broad lawns and leafy trees. In Pastoral Capitalism, Louise Mozingo describes the evolution of these central (but often ignored) features of postwar urbanism in the context of the modern capitalist enterprise.
These new suburban corporate landscapes emerged from a historical moment when corporations reconceived their management structures, the city decentralized and dispersed into low-density, auto-dependent peripheries, and the pastoral—in the form of leafy residential suburbs—triumphed as an American ideal. Greenness, writes Mozingo, was associated with goodness, and pastoral capitalism appropriated the suburb's aesthetics and moral code. Like the lawn-proud suburban homeowner, corporations understood a pastoral landscape's capacity to communicate identity, status, and right-mindedness.
Mozingo distinguishes among three forms of corporate landscapes—the corporate campus, the corporate estate, and the office park—and examines suburban corporate landscapes built and inhabited by such companies as Bell Labs, General Motors, Deere & Company, and Microsoft. She also considers the globalization of pastoral capitalism in Europe and the developing world including Singapore, India, and China. Mozingo argues that, even as it is proliferating, pastoral capitalism needs redesign, as do many of our metropolitan forms, for pressing social, cultural, political, and environmental reasons. Future transformations are impossible, however, unless we understand the past. Pastoral Capitalism offers an indispensible chapter in urban history, examining not only the design of corporate landscapes but also the economic, social, and cultural models that determined their form.
Book ID Asin: 026252614X
Book Title: Pastoral Capitalism: A History of Suburban Corporate Landscapes (Urban and Industrial Environments)
Book Author: Louise A. Mozingo
Book Format and Price:
Book Format Name: Hardcover
Book Format Price: from$42.24
Book Format Name: Paperback
Book Format Price: $24.95
Book Price: $24.95
Book Category: Books, Arts & Photography, Architecture and unknown
Book Rating: 7 ratings
Book Product Detail
ASIN : 026252614X
Publisher : The MIT Press; Illustrated edition (February 14, 2014)
Language : English
Paperback : 336 pages
ISBN-10 : 9780262526142
ISBN-13 : 978-0262526142
Item Weight : 1.92 pounds
Dimensions : 7.75 x 0.75 x 8.75 inches
Best Sellers Rank: #986,371 in Books (See Top 100 in Books)
#144 in Business Infrastructure
#493 in Landscape Architecture (Books)
#596 in Urban & Land Use Planning (Books)
Customer Reviews:
4.7 out of 5 stars 7 ratings
Review
Mozingo is no apologist for suburban corporate expansion, and in sketching out its history, builds to a conclusion not much different from many other critics of urban planning—that sprawling development has reinforced an unsustainable dependency on cars…Mozingo has provided a backstory to the business park that weaves together corporate history, academic-commercial collaboration, and design innovation to fill in an unfairly overlooked chapter in the modern geography of life and work.—Anthony Paletta, Bookforum—
Review
This book represents the first full-scale scholarly study of a widespread phenomenon in the American built environment―the suburban office park or corporate campus. This will be a significant addition to the growing field of suburban history. The book will be of interest to design professionals, historians of American culture and the built environment, and historians of suburbia.
―Amy Lyford, Professor of Art History and the Visual Arts, Occidental College, author of Surrealist Masculinities: Gender Anxiety and the Aesthetics of Post-World War I Reconstruction in France
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Book Review
Name: John Zimmerman
Rating: 4.0 out of 5 stars
Title: Scholarly but fascinating
Date: Reviewed in the United States 🇺🇸 on December 28, 2016
Review: A surprisingly good book here. I'm an architecture fan but purely in an amateur way, and I enjoyed this a lot. It is somewhat scholarly but it's well-written and is packed with great photos. What becomes clear is how intertwined the development of corporate buildings in the suburbs was with the development of suburban American culture for 50 years. Reading this gives you a new understanding of the cycles in business, demographics, technology and taste.
Name: Dave T.
Rating: 5.0 out of 5 stars
Title: YUMMY
Date: Reviewed in the United States 🇺🇸 on May 23, 2013
Review: If you like to ogle crisp gorgeous photographs of corporate modernism, as I do, this book is for you. It's SO well written too, with tons of interesting observations that address some big questions about our built environment... A soothing yet exciting spa for the mind.