ABSTRACT
This chapter covers the more general question of how meaning is created, transmitted and received in culture, and it overlaps with an interest in the cognitive faculties of the human mind. Key contributors included the Italian architecture historian Gillo Dorfles, who argues that architectural language was too inflexible to reflect the fluid changes of meaning that characterize everyday speech. A number of architect-theorists argued that the messages communicated by architecture are communicated for the good of the moneyed and the powerful. A portico on a bank, projects an aura of respectability and prosperity as a result of the strange associated notion that these qualities were widespread in classical antiquity. A number of architect-theorists argues that the messages communicated by architecture are communicated for the good of the moneyed and the powerful. Bernard Tschumi presents the embodiment' argument in language steeped in eroticism, referring in particular to the sado-masochistic pleasures of bondage and masks.
