Kuća Kao Ekran: Transformacije Medijske Funkcije U Savremenoj Arhitekturi
A House As A Screen: Transformations Of Media Function In Contemporary Architecutre

Summary/Abstract: If we view the urban space as a text, it is clear that the city offers many possibilities for different readings. The degree of variety in sights opened by the city space and the multitude of messages it sends out, is almost too vast to be perceived. Owing to the global economy and technological developments, the appearance and utilisation of cities significantly change at the end of the 20th century. New social relationships based on economic and technological developments conditioned the shaping of society of spectacle which has become main and in many cases the only definition of urban life at the end of the 20th and the beginning of 21st centuries. In the contemporary city the image becomes the basic vehicle of communication, taking the place held on one hand by buildings intended for specific events such as the theatre, church or the courthouse, and on the other by the written text or words. The image of the new and differently understood identity of the contemporary city is also being established by the rules of the global direction in urban development, as well as the altered media function in the contemporary architecture. Introduction of new media in the process of architectural design changes traditional media function of architecture. In this process of transformation, several phenomena emerge: relativisation or anullation of the facade; fragmentation or partial use of the facade as exhibition space; and domination or even glorification of the facade. Examining of these phenomena led us to develop a new typology of the façade media function in the contemporary architecture: facade as the marketing content carrier; urban screens; architecture as sculpture; and architecture as media infrastructure.

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