Hong Kong has one of the least affordable housing markets in the world, but little is known about its housing advertisements, which constitute important discourses that shape the cultural ideal of homeownership. In many ways, Hong Kong’s property market represents that of other ‘global cities’, which are important nodes of global culture and capital flows. How do private property developers market housing in this context, where the nature of housing has developed from accommodation to investment/speculation? What can housing advertisements tell us about the nature of housing consumption, the role of the state and housing developers in a global city like Hong Kong? Using both content and textual analyses, this article presents findings from a longitudinal study of Hong Kong’s private housing newspaper advertisements between 1961 and 2011 and examines how and why representations of the ideal home have changed. Unlike the existing literature on housing advertisements which are mostly ideological critiques or socio-historical accounts of housing advertisements in consumer capitalism, our analysis utilises insights from Baudrillard’s political economy of the sign and Lipovetsky’s concept of hypermodernity. Our contextual and longitudinal analysis contributes to the existing literature by integrating temporality with the three modalities of housing consumption, that is, as living space, investment and financial speculation. We argue that from the late 1970s onwards, Hong Kong government policy actively promotes homeownership and a housing hierarchy discourse, as housing advertisements changed from emphasising functionalities and everyday living in 1961–1981, to privatised quality living in 1991–2001, and abstract living and ‘hyperindividualistic’ political subjectivity in 2011. By demonstrating the increased abstraction of living, the promotion of the hyperreal, and private housing as objects of financial speculation as evidenced in the construction of ideal homes, we illuminate key features of and inequalities associated with housing advertisements in a global city in neoliberal, late capitalism.
|Number of pages||23|
|Journal||Journal of Consumer Culture|
|Early online date||12 May 2019|
|Publication status||Published - 1 Nov 2021|
Bibliographical noteFunding Information:
The authors would like to thank the two anonymous reviewers for their helpful and supportive feedback. The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: The work described in this paper was fully supported by a grant from the Research Grants Council of the Hong Kong Special Administrative Region, China (CityU 11616216).
© The Author(s) 2019.
- Housing advertisements
- content analysis
- textual analysis
- Hong Kong housing
- housing inequality
- late capitalism
- sign economy