From hipster culture to David Bowie, from Blade Runner to Warhol, from Foucault to Derrida and from Aldo Rossi to Robert Venturi: in the last few years, the perception of postmodernism has moved from a derided and forgotten episode in history, to an era which focused on popular expression, critical examinations and artistic production. We can observe an important renewed interest in the period both in academic circles and cultural institutions. Taking its starting point from Marshal McLuhan's 1964 famous adage about the medium being the message, this volume questions the role that have played exhibitions and periodicals in the development of postmodern architecture. It brings together a team of leading international scholars to examine the relation between architectural media and architectural production in a threefold way: as hypothetical spaces providing an alternative to the built project, exploring a new spatial and visual culture; as discursive platforms enhancing transatlantic or pan-european encounters and as critical practices extending the role of the architect beyond its traditional boundaries and functioning as vehicles for disciplinary debate. It questions what the role of the postmodern media was in proposing a new spatial and visual culture; to what extent these projects were a response to the end of the 'grand narrative'; and whether these media offered an alternative to the building site, allowing the architect to experiment beyond the traditional boundaries of the profession. In exploring how these media contributed to what is understood today as alternative readings of architectural history, the volume argues that the architecture media played a central role as incubators of postmodern architecture and, in doing so, it proposes a new and refreshing perspective on postmodern architecture.