Selling surf and turf: throwntogetherness and real estate advertising on the suburbanising east Australian coastline

Abstract

New residential development is transforming coastal places in Australia. This paper untangles perceptions of coastal change by analysing representations of nature and lifestyles in marketing new residential developments on the New South Wales (NSW) coastline. We focus specifically on master-planned estates (MPEs). In this context MPEs are primarily a consequence of housing affordability and supply dilemmas in capital cities. Their form and character is derided as ‘suburbanisation by the sea’: vandalism of ‘authentic’ coastal cultures. We draw on Massey’s theorisation of place as ‘event’ and a relational politics termed ‘throwntogetherness’ to understand the role of real estate advertising in blending coastal places and MPEs. Our insights are drawn from visits to 19 MPEs for sale on the NSW coast, and discourse analysis of 76 advertisements collected in situ (billboards, signs, banners and brochures). Advertising narratives for new MPEs both sustain and contradict the idea of coastal suburbanisation: portraying permanent settlement by young families as a culture shift and implicating ‘sea change’ configurations of coastal places to do so. This makes lifestyle expectations with coastal nature perplexing. In the throwntogetherness of contemporary coastlines, marked by landscape change and development pressures, real estate advertisements are pivotal in establishing, grounding and guiding change.