Pastoral Capitalism: A History of Suburban Corporate Landscapes

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Louise A. Mozingo (University of California Berkeley) Robert Gottlieb (Henry R. Luce Professor of Urban and Environmental Policy)

Pastoral Capitalism

Name: Pastoral Capitalism
Price: 59.99 AUD
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ISBN: 9780262526142

A History of Suburban Corporate Landscapes

Louise A. Mozingo (University of California Berkeley), Robert Gottlieb (Henry R. Luce Professor of Urban and Environmental Policy)

$59.99

Paperback

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English

MIT Press
14 February 2014

City & town planning - architectural aspects; History of architecture

Series: Urban and Industrial Environments

How business appropriated the pastoral landscape, as seen in the corporate campus, the corporate estate, and the office park.

By the end of the twentieth century, America's suburbs contained more office space than its central cities. Many of these corporate workplaces were surrounded, somewhat incongruously, by verdant vistas of broad lawns and leafy trees. In Pastoral Capitalism, Louise Mozingo describes the evolution of these central (but often ignored) features of postwar urbanism in the context of the modern capitalist enterprise.

These new suburban corporate landscapes emerged from a historical moment when corporations reconceived their management structures, the city decentralized and dispersed into low-density, auto-dependent peripheries, and the pastoral-in the form of leafy residential suburbs-triumphed as an American ideal. Greenness, writes Mozingo, was associated with goodness, and pastoral capitalism appropriated the suburb's aesthetics and moral code. Like the lawn-proud suburban homeowner, corporations understood a pastoral landscape's capacity to communicate identity, status, and right-mindedness.

Mozingo distinguishes among three forms of corporate landscapes-the corporate campus, the corporate estate, and the office park-and examines suburban corporate landscapes built and inhabited by such companies as Bell Labs, General Motors, Deere & Company, and Microsoft. She also considers the globalization of pastoral capitalism in Europe and the developing world including Singapore, India, and China. Mozingo argues that, even as it is proliferating, pastoral capitalism needs redesign, as do many of our metropolitan forms, for pressing social, cultural, political, and environmental reasons. Future transformations are impossible, however, unless we understand the past. Pastoral Capitalism offers an indispensible chapter in urban history, examining not only the design of corporate landscapes but also the economic, social, and cultural models that determined their form.

By: Louise A. Mozingo (University of California Berkeley)
Edited by: Robert Gottlieb (Henry R. Luce Professor of Urban and Environmental Policy)
Imprint: MIT Press
Country of Publication: United States
Dimensions: Height: 229mm, Width: 203mm, Spine: 17mm
Weight: 871g
ISBN: 9780262526142
ISBN 10: 026252614X
Series: Urban and Industrial Environments
Pages: 336
Publication Date: 14 February 2014
Recommended Age: From 18
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

Louise A. Mozingo is Professor in the Department of Landscape Architecture and Environmental Planning at the University of California, Berkeley. She was a practicing landscape architect for nearly a decade.

Reviews for Pastoral Capitalism: A History of Suburban Corporate Landscapes

Mozingo is no apologist for suburban corporate expansion, and in sketching out its history, builds to a conclusion not much different from many other critics of urban planning -- that sprawling development has reinforced an unsustainable dependency on cars...Mozingo has provided a backstory to the business park that weaves together corporate history, academic-commercial collaboration, and design innovation to fill in an unfairly overlooked chapter in the modern geography of life and work. -- Anthony Paletta Bookforum

Winner of 2011 American Publishers Award for Professional and Scholarly Excellence (PROSE Award) in Architecture & Urban Planning, presented by the Professional and Scholarly Publishing Division of the Association of American Publishers 2011