Abstract
Diverse landscapes and eclectic architecture emerged in the Carpathians after the collapse of the Soviet Union. This paper examines what imaginaries materialized about urbanity/urbanness, modernity, and people’s relationships to place and authenticity in vernacular landscapes and architecture in the Boikivshchyna region in Ukraine. Landscape visual/textual analysis shows from the perspective of semiotics that local residents now relate more closely to modernity and progress, but have cut their rustic roots by disregarding both place identity and building traditions. Conspicuous consumption with urban and social status symbols is evident in affluent residents’ houses and utilitarianism in the homes of the less wealthy.
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