Explaining the role of cultural and social factors in the formation of the dominant architectural style of the facade of contemporary residential apartments in Sari city

The predominance of kitsch style on the facade architecture of residential apartment buildings in the 90s in Iran, contrary to the current trend of architecture in the world, has many reasons, which in this research are based on the results obtained from field studies and the analysis of the resulting data. From the questionnaire of citizens and in the form of an interdisciplinary study in the field of sociology and architecture, the determination of social and cultural reasons compared to other factors was explained. The findings of the research show that the cultural, social and economic capitals of the citizens, which are manifested in the form of lifestyle, in the context of the social characteristics of the Iranian society and the class changes of this society in the past decades, play an effective and decisive role in the formation of the dominant style. Neoclassical in the architecture of residential apartment buildings of the 1990s in the study sample (Sari city). And cultural capital is the most important social and cultural component that affects the architecture consumption pattern of citizens.