Commodification of Environmental Discourse in the Process of Producing Space in Bukit Baruga Housing, Makassar

Abstract

An Eco-friendly Housing is an alternative choice of housing emerged along with the development of environmental discourse. The environmental discourse is commodified in the process of producing spatial space to increase the value of the product mark, which is the house. Commodification is defined as turning non-commodity goods into a commodity goods or adding value to a commodity goods, thus the value is more valuable than before, and it can be traded for profit. This study used a descriptive research with a qualitative approach to describe the current phenomenon taking place. The study was conducted in the Bukit Baruga Housing, Makassar, which is a housing developed with the concept of an environmental insight since 1996. With knowledge related to environmental discourse and power over capital possessed by the development company, it presents a simulation spaces with various signs and symbols of environmental insight. The process of commodification is carried out by the developer company through three stages, which are the stage of planning and development, marketing, and management.

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