Entrepreneurial Vernacular

Developers' Subdivisions in the 1920s
Johns Hopkins University Press
  • erschienen am 4. Februar 2020
  • |
  • 296 Seiten
E-Book | ePUB mit Adobe-DRM | Systemvoraussetzungen
978-1-4214-3329-5 (ISBN)
Originally published in 2001. Suburban subdivisions of individual family homes are so familiar a part of the American landscape that it is hard to imagine a time when they were not common in the U. S. The shift to large-scale speculative subdivisions is usually attributed to the period after World War II. In Entrepreneurial Vernacular: Developers' Subdivisions in the 1920s, Carolyn S. Loeb shows that the precedents for this change in single-family home design were the result of concerted efforts by entrepreneurial realtors and other housing professionals during the 1920s. In her discussion of the historical and structural forces that propelled this change, Loeb focuses on three typical speculative subdivisions of the 1920s and on the realtors, architects, and building-craftsmen who designed and constructed them. These examples highlight the &quote;shared set of planning and design concerns&quote; that animated realtors (whom Loeb sees as having played the &quote;key role&quote; in this process) and the network of housing experts with whom they associated. Decentralized and loosely coordinated, this network promoted home ownership through flexible strategies of design, planning, financing, and construction which the author describes as a new and &quote;entrepreneurial&quote; vernacular.
  • Englisch
  • Baltimore
  • |
  • USA
  • Für Beruf und Forschung
  • 39 s/w Photographien bzw. Rasterbilder, 12 s/w Zeichnungen
  • |
  • 39 halftones, 12 line drawings
  • 52,78 MB
978-1-4214-3329-5 (9781421433295)
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Carolyn S. Loeb is an associate professor of art history at Central Michigan University and a contributor to The Encyclopedia of Urban America.

List of Illustrations
Entrepreneurial Vernacular
The Emergence of a Housing Solution in the 1920s
The Subdivisions and Their Builders
Agency, Form, and Meaning

Chapter 1: The Ford Homes: The Case of the Borrowed Builders
The Ford Homes: Background and Overview
The Ford Homes: Design and Construction
The Development of Industrialized Building
Relations of Production
Modeling Efficient Development

Chapter 2: Brightmoor: The Case of the Absent Architect
Brightmoor: Background and Overview
B.E. Taylor and the Development of Brightmoor
The Absent Architect
Situating Brightmoor

Chapter 3: Westwood Highlands: The Rise of the Realtor
Westwood Highlands: Background and Overview
The Role of Style
The Principles of Organization
Realtors: The Professional Project
Realtors as Community Builders
Rationalizing Development

Chapter 4: The Home-Ownership Network: Constructing Community
The Prevalence of the Single-family Detached Suburban House
The Home-Ownership Network
The Neighborhood Unit Plan
Communities on the Ground

Chapter 5: Architectural Style: The Charm of Continuity
The Ford Homes
Westwood Highlands
Stylistic Pluralism
The Charm of Continuity

Distilling a New Vernacular
Entrepreneurial Vernacular and the Landscape Exchange

Bibliographical Note
Illustration Credits

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