Study On The Quasi-media Trend Of Commercial Architecture

Under the turbulence of globalized consumption trend with the guidance of modern media, commercial architecture has become a type very intimate with consumers' behavior and influencing much on the urban energy. As a kind of architectural research, during more than half a century the commercial architectural design theory has combined psychology, phenomenology, environmentology, and etc. It has become a kind of classical commercial architectural design model that has been the guidance for commercial architectural application for certain period."The new power pivot" that is formed by mass media including Internet and TV communication and etc. has reshaped the whole world. The whole process happened during the digitalized media period. The change in the domain of architecture has diverted the paradigm in the research of architectural aesthetics and design theory to a novel direction. Through the view of sociology of critical media, the various architectural phenomena are being substantially analyzed, in order to provide new research perspective for the development of architectural design theory.The commercial architectural design has been becoming mature nowadays, however, behind the fabulous and prolific style, the essence of that is the evolution of the traditional consumption model. Although the application of the limited media equipment embodies the echo of information era, the commercial architecture has been deteriorated to its informationized "international form", expressing a nature that is behind our temporary era. The traditional commercial architectural design theory depends mainly on the analysis of the consumers' sense for architecture from various perspectives, but it neglects the mutation of architectural aesthetics and concept of axiology. As a consequence, the traditional commercial architectural design method that is restricted by the classical theory is difficult to define a predictable concept for the commercial architecture of the information era. The commercial architectural design research includes the justification of values of consumer society under the mass media perspective. Through analogy of the economy nature of commercial architecture and mass media operation it brings forward a trend of quasi-media of commercial architecture. Following theproceeding of phenomena analysis, the concept of quasi-media commercial architecture has become concrete. With the assistance of media strategy, a relationship between commercial architecture design theory and its format language has been redefined. The concept of the quasi-media commercial architecture has provided a possibility of the development trend of commercial architecture, and redefined an architectural axiology in the consumption era when the separation between theory and practice is being diminished.