Cluster 60A Midterm Part 1

International Style

Functional, utilitarian, minimalist, rational, objective, rectilinear, flat surfaces. It emphasizes the use of modern materials like glass, steel, and concrete. “Form Follows Functions”

Why did the International Style become popular

After WWII, architects embraced modernism as a break from the past. It was a rejection of nationalism, ethnonationalism, and an end to intense rivalism. A symbol of progress, industry, and modernity.

Examples of the International Style

United Nations Secretariat Building, Bunche Hall, UCLA

Oscar Niemeyer

International Style, Brasilia, Shaped like an airplane. Also worked on the UN Building

Le Corbusier

The Expressway World, UN

Expressway World

City of automobiles. Cities and life shaped around cars. Replace old cities with new ones with streets for cars.

Robert Moses

NYC Parks Commissioner “The Power Broker”. The guy for slum clearance, urban renewal, and highways. “Meat-axe”

Cross-Bronx Expressway

First major highway built directly through a dense, crowded urban environment. Also destroyed many slums

Technocracy

decision-making and governing power are handed over to technical experts—such as scientists, engineers, and economists—rather than elected politicians

National Interstate Highway and Defense Act

1956, Authorized $25 billion to build a 41,000-mile network of high-speed, limited-access interstate highways across the country. Supported suburbanization.

Culture of Clearance

Out with the old in with the new

Kill the Street

Le Corbusier (1927). The street is dirty, dangerous, has a lot of crime and riots. Instead build the expressway world where the street is just meant for cars.

Public housing and the “Second Ghetto”

Public housing served as a deliberate government tool to construct and contain a "second ghetto" for Black/poor residents in mid-20th-century American cities.

Housing Act, 1937

Providing housing, renewing existing living areas, decreasing density and the construction of sustainable communities. Created the United States Housing Authority

Housing Act, 1949

Expansion of the federal role in mortgage insurance and issuance and the construction of public housing

Housing and Urban Development Act, 1965

Rent Subsidies, Private Housing Placement, Rehabilitation Grants, FHA & Veteran Assistance, Urban Renewal & Infrastructure

Fair Housing Act, 1968

prohibits discrimination (race, religion national origin) concerning the sale, rental, and financing of housing

TV Advertising

Seeing, hearing, reading all at once

Rosser Reeves

“The prince of hard sell”

Hard Sell

Telling it plain, straightforward, and simple. It doesn’t leave anything to the imagination

Tong Schwartz

“Make people your workforce” Thought of deep sell

Deep Sell

Suggesting to the viewer what you think they will do after they watch the ad. Leaving things to the imagination, but the ad maker already knows that you’re going to do and feel.

ID Spot

Establish the candidates character. Let’s the viewer know who they are

Argument

Introduce the candidate’s positions and make the case for their position. Only after the campaign has introduced the candidate.

Attack

Directly attack the other candidate’s positions or character. Only after the argument ad for the candidate.

I See America

Invite the viewer to visualize the country as it would be under the candidates presidency. Closing phase of a campagin.

Man-in-the-street

Shows “typical” citizens expressing their views of the candidates and their views

Testimonial

Shows well-known persons speaking well of the candidate or of issues closely associated with the candidate.

Neutral Reporter

Ads produced to look and sounds like news reports

Cinema-verité

Ads that are actual video or film of a candidate in action

Talking Head

Featuring a person talking directly to the camera, usually the candidate

Concept

Indirect spots that associate visual images or sounds in creative ways to invite viewer inference

Documentary Ad

use archival news videos or other existing video to advance a point.

“The Orders”

Architectural rules on proportions and things on a column.

Suburbanization

The population and economic shift from central cities or rural areas into low-density, peripheral residential or commercial zones (suburbs). In the 60’s, mostly white nuclear family. “American Dream”

Suburbanization - Modern

Homes were standardized using wartime materials. Affordable

Suburbanization - The Sunbelt

South to west that benefited most for post-war technology, air conditioning, and federal aid.

Suburbanization - Servicemen’s Readjustment Act

Low interest home loans for (white) veterans

Suburbanization - Housing Act of 1949

Massive subsidies to housing construction companies. Big boom of affordable housing.

Suburbanization - Television

Cultural centerpiece of suburban America. Became the most popular form of entertainment and social standards.

White Flight

Mass suburbanization of white people (people able to buy homes, even jewish, italian, irish)

Homeowners’ Loan Corporation (HOLC) 1933

Lifeline for existing home owners about to default of their loan. Self-amortizing loans

Federal Housing Administration (FHA) 1934

For new home owners. It provided federal guarantees against the prospect of a default on a loan. Banks and mortgage lenders are now safe for lending money.

Redlining

The discriminatory practice of systematically denying financial services, such as mortgages, insurance, or credit, to residents of specific neighborhoods based on their race or ethnicity rather than their individual creditworthiness

Redlining - HOLC

The HOLC drew “Residential Security" maps from A to D (green to red)

Redlining - FHA

Underwriting Manual of the FHA - bible of the real estate market. Says if the value of an area will increase or decrease. Race is now an official req to buying a house.

Public Opinion

The opinion of the population that bears on the popular opinion, are in the public interest, or have to do with a common time and space.

1936 Alf Landon v. Franklin Delano Roosevelt

Literary Digest wanted to predict the election, conducted a mail poll. Predicted Landon victory, Wrong!!

George Gallup

Used proper sampling (random) and got correct results!

The Cold War

ALL OUT FIGHT FOR THE FUTURE OF THE WORLD. Geopolitical, ideological, and economic rivalry (1947–1991) between the United States and the Western Bloc (capitalist democracies) and the Soviet Union and the Eastern Bloc (authoritarian communist states)

Democracy Vs Communism

People how the power to choose. Capitalism. v. Classless, all property owned by state.

Socialism

Reduce inequality thru more equal distribution of resources. Capitalist mixed with social welfare programs

Fascism

Ultra-nationalist ideology with dictatorial power, forced suppression of opposition.

Priority #1 of Cold War for US

Stop the spread of Communism

Loyalty Reviews

If there’s any reasonable suspicions that you were disloyal to the US gov u were fired.

McCarthyism

A period of political repression and persecution of left-wing individuals and a campaign spreading fear of communist influence during the late 1940s through the 1950s. Named for Senator Joseph McCarthy, who used it for publicity.

Edward R. Murrow

Broadcast journalist and war correspondent. He first gained prominence during World War II on CBS. Outed McCarthy as a lier.

Relational Power

A’s ability to get B to do something B would not do otherwise.

Counterfactual World

When we think about whether B would have done this regardless of what A did.

Material Power

Capabilities, Resources (military), the capacity to raise arms, deploy navies, occupy territory. Things with which state can influence one another, but things we can count.

Strategic Integration

What I do depends on what you do. What you do depends on what I do. It’s a cycle.

The Arms race

Cycle of increasing capabilities, escalating stores of weapons, technology.

Both sides think they have no choice, they are just “keeping the balance” until MAD

Mutually Assured Destruction (MAD)

Each side knows they could take out the whole of humanity.

Peace through the sheer amount of weapons built

Threat of total annihilation at any second that keeps the peace

Equilibrium. No incentive to strike, no incentive to disarm.

Game Theory

The study of strategy

RAND Corp. Santa Monica, CA.

Nash Equilibrium

A situation where no player could gain more by changing their own strategy. MAD.

Strategic Arms Limitation Talks (SALT)

Nixon (Salt 1) Carter (Salt 2)

Still adversaries, but de-escalation. Limit arms escalation: land-based missile launchers, submarine-based missile launchers, and strategic bombers.

Established an agreed database and provided for updates