A case of iconographic competition: the building industry and the postmodern landscape

In the capitalist world, urban form arises largely from the activities of building and land development enterprises. These firms increasingly find that what is essential to their competitive success is their ability to sell not mere commodities (houses, land parcels), but icons - products that gain market value by presenting appealing images. As building firms have refined their products' iconic features, the urban landscape has undergone profound change - the present result is what many call the 'postmodern landscape'. Drawing on Schumpeter's concept of creative destruction, this article argues that landscape change in general, and the rise of the postmodern landscape in particular, reflect the working dynamics of market capitalism. The article then describes the variety of iconographic strategies through which building enterprises now shape the landscape.