CORPORATE TOWERS AND SYMBOLIC CAPITAL

Abstract

The meaning of the corporate office tower is explored within the framework of the production of symbolic capital. The method involves an interpretation of leasing advertisements—the field of discourse which envelops the decision to lease. The advertising is argued to be market sensitive and therefore to reflect the prevailing values of corporate culture. The aim is to unpack the myths and meanings that are used to generate symbolic capital through built form. The semantic themes outlined include distinction, authenticity, power, contextualism, and timelessness. The meanings of the location, the foyer, the view, and the interior settings are also discussed. Analysis of this field of discourse..