Kate Wagner of McMansion Hell ends a commentary piece several months ago by arguing Americans need to redefine the meaning of the home:
We need a cultural re-examination of what a home should do for us. Are we building our homes to cater to the communal needs of a family or to accommodate items or signifiers that will impress others? Will a home inspire its inhabitants to spend time with one another or isolate themselves in myriad rooms? Are we building a home to live in, or are we preoccupied with the idea of selling it even before the first brick is laid? Do we want to remodel or redecorate, or do we feel we have to because we’re constantly flooded with content that makes us feel inadequate if we don’t?
It’s time we as space-inhabiters break this unsustainable, unnecessary, and wasteful cultural cycle of consumption and reclaim our homes as our proverbial rocks, the spaces that make us feel safe and content. Who gave industry-funded media like HGTV or Houzz the right to dictate the proper and best ways to inhabit our spaces, to ridicule or diagnose as wrong those of us who lack the desire or the means to constantly consume in precisely way they want us to? A home isn’t an investment vehicle where cash goes in and more cash comes out, or the “After” segment of a television show. A home is, above all, an intimate, personal place; a haven where our intricate lives as human beings unfold. Grey paint be damned.
This names several actors who are defining what Americans want in homes. This includes:
-Media like HGTV.
-The housing industry.
Both certainly have power and influence. The housing industry through the National Association of Home Builders has a powerful lobbying presence. Just see their actions in the latest debates over the mortgage interest deduction. For decades, various media outlets have pushed the image of single-family homes filled with consumer goods; they needs advertisers after all. HGTV has a limited audience but their viewers may be the same upper-middle class Americans that feel like they are not doing well and are very vocal about this.
But these are not the only actors influencing what Americans think of homes. This list should also include:
Histories of how the American suburbs developed in addition to overviews of federal housing policy (see this recent example) suggest that federal government in the last century or so is set up to help people obtain homes in the suburbs.
Often missing in these analyses is the role of American residents themselves. What kinds of homes do they truly want? More Marxist analyses suggest Americans have been duped or led into wanting large homes in a capitalist system. Thus, we should help Americans find homes that truly fit their needs rather than mindlessly giving in to what the housing industry and government want them to have. (Wagner’s paragraphs above sound very similar to Sarah Susanka arguments in The Not-So-Big House.) “Re-claim our homes” could involve fighting back against the capitalist system that insists our homes are true markers of who we are (and distracts us from the real issues at hand). In contrast, historian Jon Teaford suggests these sorts of homes are what Americans do truly want because they highly value freedom and individualism. Others like Joel Kotkin have made similar arguments: Americans keep moving to the suburbs because they like them, not because they are forced into them or are not smart enough to fight the system.
Regardless of where these ideas about homes came from (and it includes a mix of institutions as well as ideologies), American residents still have the ability to reject the typical narratives about single-family homes. They do often have options available to them. What kind of home they chose is a very consequential decision. And, perhaps even better, this does not have to be an individual effort or solely about personal empowerment: Americans could collectively vote for candidates and parties that would have a different image of housing. But, oddly enough, housing rarely comes up in national politics and local politics seems full of zoning and housing disputes but few large-scale efforts to provide alternatives. If Americans want housing options to change, they do not have to just turn off HGTV; at both the federal and local level, they should vote accordingly and/or insist that political candidates talk about these issues.
Ideologies and behaviors regarding housing do not just happen: they develop over time and involve a multitude of actors. To have a new vision of housing in America will likely take decades of sustained effort within multiple structures and institutions. These are not new issues; those opposed to McMansions today are related to those opposed to the mass suburbs of the 1950s and to the social reformers of the early decades of the 1900s who promoted public housing. The efforts can be top-down – changes need to be made at the highest levels – but could be more effective if they start at the bottom – with average voters – who demand change of businesses and governments.