Identity Crisis: The Agency of Instagram in Schools of Architecture

The focus of this paper addresses themes of neoliberalism, university commercialization and marketing, architecture school identity formation as a representational practice through social media, and the role of image curation and its production in contemporary architecture. This paper emerged after hearing the phrase ‘buyer’s motive,’ which explained what schools needed to consider for attracting students to their programs at a conference by Ruffalo Noel Levtiz on recruitment, marketing, and retention in higher education in the United States. The use of the word, ‘buyer’, instead of ‘student’, or ‘prospective student’, or ‘learner’ seemingly transformed the production of engaged education to its passive consumption.

https://doi.org/10.35483/ACSA.Intl.2018.28

Volume Editors
Ángela García de Paredes, Iñaqui Carnicero & Julio Salcedo-Fernandez

ISBN
978-1-944214-18-0