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The Modern Architecture Discourse of Design (1957–1988) through a Postcolonial Lens

This research documents how the Indian magazine Design (1957–88), along with magazines like Marg, The Indian Architect, Illustrated Weekly, Femina, and Filmfare, formalized institutions of discourse in Nehruvian modern India. Design emerged as a ‘transnational’1 agent that challenged the idea of imitating the West as a way of bringing Western modernism to India. Instead, it portrayed the role of architecture, especially modernist architecture, in the development of society and the modernization of the country. It identified national and global projects and issues that could be seen as potential instances of change and modernization in India. Architecture and design themselves were presented as media for taking these ideas into the public domain. Design promoted ‘transculturality’2 emphasizing that it should be interpreted from one’s own perspective. It commissioned the intervention of diverse constellations of media, architectural production, and cultural narratives in the socio-economic paradigm, in political communes, and in the creation of buildings and structures. This architectural production reflects the democratic process of negotiating between different attitudes and goals among the diverse actors and parties involved in the journal’s issues.

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  1. The German linguist Georg Curtius (1820–85) was the first user of the adjective ‘transnational’, which means transcending the limits, interests, etc. of a single nation. See Pierre-Yves Saunier, ‘Transnational’, in Akira Iriye and Pierre-Yves Saunier (eds.), The Palgrave Dictionary of Transnational History from the Mid-Nineteenth Century to the Present Day (Basingstoke, 2009), 1047–55. []
  2. The transcultural approach originates in the conceptual term transculturación, which was coined by Fernando Ortiz in his study on processes of cultural reconfiguration in early modern Cuba, first published in 1940. Here, it is considered as a notion of cultural encounter, such that its consequences for both the socio-political and economic value of structures and their cultural identities are palpable. See Daniel G. König, ‘The Transcultural Approach Within a Disciplinary Framework: An Introduction’, Journal of Transcultural Studies, 7/2 (2016), 89–100. []