Life as it is

visions of domesticity in houses published in Casa & Jardim magazine during the 1980s

Abstract

The article begins by conceptualizing residential architecture as a cultural artifact and, building upon this premise, delves into the representations of domesticity found in the publications of the magazine Casa & Jardim from the 1980s. The research seeks to unveil how house projects, stripped of the typical veneer seen in specialized publications, lay bare the social and gender dynamics inherent in bourgeois dwelling configurations. The methodology entails dissecting the narratives and imagery accompanying the featured projects, thereby shining a light on the active role played by clients in shaping spaces that cater to individual desires and needs. The examination further scrutinizes the architectural discourse surrounding residential spaces, elucidating the intricate nexus between gender identity, socio-cultural norms, and spatial configurations within the context of bourgeois living. By deconstructing the visual and textual elements prevalent in the architectural projects showcased in Casa & Jardim, the study aims to underscore the agency wielded by homeowners in molding domestic environments to reflect personal aspirations and societal expectations. This analytical approach sheds light on the nuanced interplay between individual subjectivities and broader cultural paradigms, thereby offering deeper insights into the conceptualization and representation of home spaces as loci of social identity construction.