Architektur und Kommunikation

Gutzmer, Alexander

doi:10.14361/9783839432693

Cited by 5 publications

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“…Construction started only months before the German Democratic Republic (GDR) commenced building the Berlin Wall. This was an example of architecture becoming a tool for strategic political activism by means of a media company (for an encompassing analysis of the relationship between architecture and the notion of strategy see Gutzmer, 2015: chapter 2).…”

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confidence: 99%

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Digital media reflexivities: The Axel Springer Campus in Berlin

Gutzmer¹

2017

International Journal of Cultural Studies

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This article reads the notion of mediatization through a current example of architectural practice: the Axel Springer Campus in Berlin. Based on current theories of mediatization, it shows how this architectural project for a media firm finds new ways for architecture itself to function as a medium. It argues that architect Rem Koolhaas developed an architectural design that has the capacity to mediate images and interpretations of the productivity of media practitioners, of the relationship between media firm and urban environment, as well as of more general transformations of media work in the digital age.

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“… 1. However, the notion of identity employed here must not be confused with the often simplistic reading of identity used in management literature on ‘corporate identity management’ (for a criticism of that reading see Gutzmer, 2015: chapter 3). …”

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confidence: 99%