This research examines representations of condominiums in the real estate section of the Toronto Star from 1967 through 1997, and in the Star’s Condo Living section between 1997 and 2007. I depart from conventional approaches by evaluating the articles as well as the advertisements that comprise the real estate section, based on the assumption that the context in which these texts appear is significant: a major newspaper is not a neutral vehicle, and ads and articles—consumed together, as they are in a print newspaper—will interact in creating representations of condominiums.
The Condo Living section in particular is seen to perform a number of brand-like activities, most obviously in positioning the Toronto high-rise condominium as a dwelling that is particularly well-suited to young, middle-class women. This occurs partly as a function of the frequency with which women are portrayed as condominium owners. Beyond this, however, I show how the advertisements and articles in Condo Living help remake the public image of the condominium by countering existing stigmas attached to high-rise living. The section also helps to differentiate the condominium from other dwelling types by emphasizing elaborate amenities and making claims to urbanity through high-profile cultural and entertainment events.
Perhaps most importantly, I demonstrate how the leading present-day design aesthetic—a reworking of midcentury modernisms—came to thoroughly dominate the image and the built form of the recent-era condominium. Positioning the condominium as a design-led dwelling type had profound implications: due to the links between design and high-end fashion, health and beauty items, the condominium immediately became a member of an aspirational product category associated with women, wealth, style and glamour. In addition to positioning the condominium as ‘naturally’ suited to young single, women, it removed the condo from direct competition with the single-family house, allowing it to be perceived as a desirable and distinct—rather than denigrated—dwelling type.
| Identifer | oai:union.ndltd.org:TORONTO/oai:tspace.library.utoronto.ca:1807/32312 |
| Date | 26 March 2012 |
| Creators | Langlois, Paul |
| Contributors | Hess, Paul M. |
| Source Sets | University of Toronto |
| Language | en_ca |
| Detected Language | English |
| Type | Thesis |
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