Explaining Experts’ Values of Iran’s Architectural Design Society

One of the main issues in social psychology is the study of values. “Value as a guide of behavior” is a fundamental principle in social psychology. The history of this principle is almost one century. The study of values has also been incorporated into other disciplines, one of which is architecture. Since the 1970s, in the architectural realm, “design as a reflective practice” has represented this view, nonetheless, the discussion of values is yet to be studied in Iran’s architecture. This research sought to answer the following question: “What are the main values of the experts of Iranian Architectural Design Society and What are the origins of these design values and what is the dominant value paradigm of this society”.Research

This study aimed to identify the prevailing pattern of values and intellectual and practical frameworks of the designers of the Iranian Architectural Design Society. This article seeks to clarify and examine the values, origins of values and ideas and practices consistent with the values of expert designers in society.Research

The current research was a qualitative field study, in which the data was collected through in-depth semi-structured interviewing and analyzed using the grounded theory. “MAXQDA 2018” was used to analyze the data.

Results indicated “Novelty” is the core value of expert designers, after which “environmental, historical, traditional and social values” is of high significance to these designers. “Contextual Futurism” is the term used to introduce the final set of values in its paradigm form. Designer values are shaped by the personal endeavor, academia and work in the profession. The acceptance of the elite is more important than the satisfaction of the users and the general public.