Robert Goldman is a Professor Emeritus of Sociology at Lewis & Clark College. He is the author of Reading Ads Socially, and the coauthor with Stephen Papson of Sign Wars: The Cluttered Landscape of Advertising; Nike Culture: The Sign of the Swoosh; and Landscapes of Capital: Representing Time, Space, and Globalization in Corporate Advertising.

"HGTV programming poses home renovation as an isolated investment, where work and aesthetic taste elevate a housing property. In fact, there is a broader world of finance and social meanings that combine in processes of gentrification to build a house's value, including history, banking, place, and culture"--