Commodity
fetishism is changing the way we build. With the power of the media this fetishism
is encouraged. Therefore, the relations between the architectural concerns and
the market conditions begin to be strengthened. Architecture is defined as a cost
item when the investors decide what to build. Even the overall cost of
architecture is generally determined per square meter. So, the vital concern is
the difference between the cost and expected price of one square meter. In
other words, the estimated profit ratio defines the boundaries of the
architecture. That’s why in our capitalist economy, architecture discipline should
be very efficient, not beautiful or special. The profit ratios also determine
the functions of the buildings. If it is possible and more profitable to add shops
to the project, investors will probably put those. All those approaches show
themselves in the huge mixed-used projects in which mass-producing integrated
consumption patterns can be applied.
Merkez Ankara is one of those big mixed-used real estate investments. The complex consist of lots of offices, shops, and residences. All those commodities had their market value. This value is trying to be boosted by the power of media. Merkez Ankara is a project which costs 4.2 billion Turkish Liras. All other properties of the project are the parts that help to create this much exchange value. While they are promoting it, media is used to wrap the reality and enhance this overall value. In the renders, it can be seen. The green spaces, overall happiness, and excellent sun conditions can be seen. However, it is a very condensed project located in the middle of the city.Furthermore, the architecture offices are used as an advertisement figure. Their brand identities are used for adding the exchange value of the project. While all those promotions and profit considerations are going on, the media power is used unequally. The promotions generally feed by the power of wealthy investors on the media.
