But architecture programmes are also aimed at specific audiences. Dan Cruickshank represents the old, connoisseurial architectural history. He's from the tradition of upper class amateurs visiting ancient ruins. Then there's Jonathon Meades, who's very esoteric, self-consciously academic. He has very verbose descriptions of architecture - you could argue he's quite pretentious.
Grand Designs
One of the programmes I want to look at in detail is Grand Designs on Channel 4. This is much more populist. It focuses on domestic architecture - private houses - so it overlaps with the ubiquitous property shows.
It's presented by Kevin McCloud, who's really in demand as a presenter. He's also presented the Stirling Prize show for the last two years. He's really become the face of architecture on television.
- It's structured like a narrative. It establishes a clear idea of the design by using virtual models. The dvd has CGI walkthroughs as a special feature.
- Analysis of the site in terms of desirability, social status and conservation issues
- Circumvented the democratic process - he says the planning department "used their delegated powers to pass the design without referring it to the planning committee, who are elected councilors.".
- McCloud distances himself from "academic treatises" and the "ivory towers of academia." So it presents itself as populist, democratic.
- But the clients/architects are very affluent, middle class. He is head of architecture at Sheffield and has lectured on the house. It's intended for a similar audience.
- Lifestyle adverts during the breaks - it's presenting a way of life
- Approves of the house as being avant garde architecture, and preferable to "nasty little noddy houses." Self-conscious, exclusive.
- It has an element of reality TV - makes the building process into a drama.
- Expects to inspire others to "self-build." Channel 4 published a tie-in book called Your Dream House.
The portrayal of the people is central to the success of the programme. It focuses on the emotional journey that a building project entails. Reality TV has had an influence there. According to McCloud it has:
Anorak sequences for people who are really interested in buildings . . . but how do we get people interested in the building in the first place? The answer is that you get people to care about the protagonists.
So his goal is to get the public to understand more about architecture through the effective telling of a story. That's why the end of the programme is frustrating when the building is left incomplete - it doesn't resolve the narrative. There's a clear formula: you start with a clear vision of what the final building will look like; introduce some unforeseen circumstances, financial risk and emotional problems to achieve some drama. He's always on about the timescale, laboring the point of how long it takes to build a house.
It also has a philosophy. It's committed to unconventional materials, sustainability. Kevin McCloud says he is against homogenisation; he insists that buildings be contextual products - site specific. He has an "ethical prerogative" to minimize the use of highly processed materials.
