Baan Mai Magazine as a Space of Negotiation: Constructing Home Culture in National Housing Authority Flats, 1976–1979

Abstract

This paper presents a design history of a “new home culture” focusing on the living and homemaking practices of the low-income group in late 1970s Thailand, particularly in the flat-type buildings constructed by the National Housing Authority (NHA). These flats were developed in response to severe housing shortages and the rapid growth of slums in Bangkok. The study examines the NHA’s role as both a producer of modern housing and an advocate for new living standards, alongside residents’ adaptation to life in high-rise buildings and the associated societal and cultural shifts. It applies the Production-Consumption-ediation (PCM) framework of design history, which seeks to understand the cultural and social significance of designed objects through producers’ perspectives, consumer responses, and the shared ideas and ideals surrounding them. The study centers on Baan Mai (New Home), a magazine published by the NHA from 1976 to 1979 and distributed free to residents of its flats. Baan Mai served as a communication tool between the government and residents, addressing the challenges of adapting to new living conditions. Its content included advice on managing small spaces, maintaining efficiency, controlling noise, fostering a DIY furniture culture, and responding to residents’ complaints about issues such as water pricing and hygiene. This paper examines Baan Mai as a space of negotiation between the NHA and residents, revealing how both parties contributed to shaping the new home culture. Through analyzing the magazine, the study highlights how government strategies and everyday responses intersected to form new ways of living in high-rise housing during a critical period of urban transformation.