Social Archaeology General Bator ; Ian Hodder, Universi of Cambridge Advisory Editors Margaret Conkey, State University of New York "i Bi Mark Lesne, University of Maryland [Alain Schnapp, UE, d'Art ee J Archaeology, Pasig ‘Stephen Shennan, Univrsiy of Southampton ‘Bruce Tigger, McGill Universy, Montreal Material Culture and Mass Consumption Daniel Miller Basil BlackwellaxnimoroLocr photog aong een, ao i ni St Aric i ep ml ‘hada hich pe ed wow ee oe ig ANTH smaane CPBHETHK phe connie © Das Mie 1907 at Bek ad 104 Coe andr OX IE ; 7p hee Se 10 ‘New Yo RY ni OBA chimed tee on pal of i pease uy he Spoken oer ed ‘econo sy E Sima a prs ea be, oat ert ie ae SRL eed cote sheen ote is ry Calan Psion De Seqiaetgt hep, bay of Cones Caen Pin De i t Tad eka td a cnn. i (ogee) Pic agro 2. a glee, 8 Carag eee Oe “ymin Gemma Pinel Go Bain FT) Pre ao) Lak Contents Prfce Part Objectifeation T tavodcion 2. Hegeland Objectietion 3 Mars: Objection ar Repere 4 Mann: Objeatoaion x Glare 5 Simmel: Objection sr Modesty Part Material Clere o Theta of Obese 9 Anelcs in tee Comers Part Mass Consumption 2 TheStoy of Cocsempion 9 Objer Domain, esogy snd Interns 18 Towandee Toy of Consumption References alee Sen & rn ® % 1 Bt 1B 158 ry 9 Bs1 Introduction “Thin book set on einvenigate the relationship betwen soir and tantra clue, and to ats the consequence of the enormous {Berge in indo production over the lt eenrry. 1 wl be fgued the sadem tay ofthe specie naar of che materia ‘is pric in sory bar an ely reed nd feng, for example, tote. dacipine of Unga, or edeatning of mae atari oientary nthe Sree. Tis lec of concern ith the nurte of the areact appears 10 ave merged silzaouny wih the gana eine production Sd mam dnibron of materl goods. The average iubtant Of 2 Cunay sch so elsin tae, as amocted Wily » range of Siemon wn bling an grab ‘eat ih cen, compleiy ad Uiveiy compared to sy prevosh er Tnsorg ou cle bas Bcon wo an nctesing dace + mated tule bared onan bjt form Ie wl bogged inte couse of this volume thatthe very piety ofthe object which makes it Spears immedi, sen nd asilale bles sel naa, 22 hateaetal elev on of te moe eit frm of clr ‘Spresion in seo of oar septs to comprehend "The pysaliy ofthe meal world in however, only one of the seston! fortis neglect. Equally imprtant i sens of exec ‘Tens whch fave le oan overlong concentration oc the es of production a the hey genersive aera forthe tte Seitane andro comemepecry societal» compere ‘re neglect of consumption, roger with a consoaact flare ‘bree the aca changes which have taken pace over the lat Scoruy in he aloe ‘f intencebecween shee two fom of Intncton with gods A farther major nse of sept han ban he Sica es ofp spasm se ose “srumprions concerning the npuive consequences of the {powth of mara cre Thr cre ks been ase wth an ‘Scrip terior “sah” ated, which Bed‘ ‘osnermesnon ave rie hough foing oa rant gods pra the geo ie wad io Te pe SB Lemp of tring palpi {rg of ‘nnd He, wi bad ned dee Gon ta tnd gn nin oo soma cy ot cud godin nd sey nd eae oy Foster genio of ub suo fo how nde wekly ‘ie tp wm clare Terps eve gooey by sag rom a dao of there Set rain eo st pele ‘si pein by so tus fee il pce Bece defy eh tober sng ibe ptf oat Rocky rege er pepe on i elon brn Peon ip, Shs pce cop bovere ht ils hohe Sey nd the poe perl ling Inte ecg of clare an here ea wher plo ‘cal questions. In view of this, I have begun by considering a key Sorkin th degen of Wer fy ad st ‘rp nh sep of te sete day: eae Se ubleation of Hegel's Phenomenology of Spin U have abstracted” pgm eats enon of Se See aed ‘compared to parallel ideas in a number of other academic disciplines; Speer cnr oor ad ces Spec Nag aadas eAlerts el spe ammeter ae te esate Se sn ced nen eco icky eee chin ca at sce org han i ce we eo ci ey of ule rt pre er se cet fre ol coma om Soya ae a ema Sel el re ee shah ne od neon we deni rons eal ops Thee iin er ia ee se ik incitonatenne mains alae ab Me cen Sem she cg ohne top igo i one sl men ea ye oe Petal ek corel pact gaa Secret en pea ee ale Se Sarena peer terres Sapte eovteg Semin er rel srnopucrion 5 the relicnaip of pope vo hi ere pice ues by reference 0 heer uch Steno Plage. Sock early involves thea pou sev of king objees wich ae peerly reed at eal andoldag he op for Nadeni wlany. Unter oe fs Dechanp woriag with the onfies of high ry or har the lerary baillance of Barthes chit Freig f play ee and th retmen of bay wis ted noe Dour Unchpins of modern ele may pil oy the cubr ope to charg of eccaon Irs eset howerer/ same or iy ym ane can oh es reay tare age poporson of thc neo oe Toledo late wet of porte sod ey td the dna of here etegori, sel a mater whore explicit lscusion pay provide major cues sto the mare of aerial ‘Slr, ad lpr coun fori comparative agli academic sae “has ger si of hs work it concent on ihe pove clementrof the mode beng constricted. Unie many ofthe writers ‘vo ve followed Hegel do not intend to strike wag pose, ‘ewig an oppresin fate which we canoe contol i the name of ‘utopia we have ete js Io ate bout wo eres Fist, because | bale withthe modernist, and inthe traidon of some post- Enlightenment thers, tha many ofthe change that have taken place during recent centuries are themseler extremly” postive, ing te bess for new kinds of equality, knowlege and soil evelopment which were previously enable let sone acer befor anything but «day minority of the population. Bu secondly beeaste, unlike many mioderina, 1 do. not regard thee ay he ‘hclsiveshievement of planners eer art andindvidual but faiber ar the ren of lrgesedle socal movements which ave abled ever expanding sector ofthe mas population to appropiate these advantage, Portherire, I believe tat there are reson for ‘Binkng that tis tend may be sustained, though only through ont! stagge athe utre. The mater surveyed i the Iter Stages of thin book provides cvidence forgiving cree for such ‘Etlopmens back where due~ tothe mam populace — and for clang perpicacy and sablery in mass behaviour whic afar rors pilsion ad design imped ia many rocamed radical perspec’, 3c development of rach postive tance she posi ssf mae on iended ta rte pepe ‘one thar condemns the sxe quo by developing 2 model of soceey ‘which ould beatin’ and yet arly even simed for at present Ab‘ onmeeraneation ‘ech, ha ew onsrae with he perspective coment predominant {ive academy orened toca scene. or’ cumple, te ‘Borements and aoe ose” grouped under the mere of ostracism, the sis sandra which ca obec on {betusiot «iar condemntory attade, may actly be found to [roid ony conservative and nine sens of the wi ind ths the inert of oppreson Ths long withthe as Impact onthe soil scleces Over the lan to dicader of Marat hry conenrating ons wie ray of rplotatve snd opprsine Inrdrecone, may sega char the hte 1980 the principe cal halege isto prodace ernie pespecives deci relean fo the recent tannformasons and developments i, Bott soca. and ‘My presen aim ao examine any sch endensiesendy evident in il voit and onde in what way hy fers modal for feale cal change: More mpetaly wid pec to mae cathe bak code wh he amen ne one ou ae cacy mano win te conomption seis of ‘ss poplaioswdey- ‘The Shape of Things to Come ‘A large proportion of the classic texts on social theory, including, in deren baat mer nates seer a7 Mas ea ss nde Spey ea oe ey Tore Se oe cme toe ec cu Say od ei ce meee ey Stemi ie ie Spe eigen timcinertonse ole coer gee Tig ct esr o oer teem ae ee eet SS ecrnre y,e teeatgn sedi neh nk ht ie on oe Spee cee eet he oat eg Scene ie aoe nom ‘spe cece con eee ee cacy ei tr el ese leet eens a eopucrion 7 there or academic debt, and he expences of everyday ie ‘There scons o bea pacar nrepancy Berween an aoe peble interest inthe lvl of people® wager, the dle and public Eevee and the lack of any compare intere, ous the ‘comer to, im crac we people do withthe money of secs ssc ow sey. gr thn back ne ‘Soro of works. Thin sje that we respect analy ‘Sine pbllprivate duly tat we oorever preete Tei worth ‘otng thatthe market researcher har shown mach le epidaton ‘han the eademie in cosing shi boundary. of ies spp mise pope's pine lng nw Here eal he Tenburefncioppe aici dour ine fru erst thescur ast {reser inveles y tlloed in be tue of neia studio ‘Glia 986)Thre ms yes however, no comparable conse Sri ini import dm ack be eng sd ‘peutic shopping. In parle, ose ofthe pect interest ‘Phe saad dopey founda emit sen thre i t EEtputie lick of Beeatre on the increwe in bome-cenred Seivicy developing local iasatns suchas bbysting ces ie frm witch new socal nework re emerging (ee, ower, Your and Wilmore 173; Gerhony 197i Pa 184) Walla 902) While tion provides he sion of «hero univalld voyeuim, leaving nightly the impression of having winased the Yedy pave tar of wie age of hounchols i iapact onthe ao'en cong, kage piling dg so oe ‘Aran example, age foe of te sees oF corridors ons London counel eae The vaety of tudes pople Stay have othe ete eth only osconally been docmentd (Bitres 1975 Parker 199) eso becomes carta ay ang Spe anaes Gato tial hat ‘Geclogcaly charged. Whether one res ote ional nor? them fy or ome Sar ech moda sp Has the acral expen which scene cv opposed to ty ordered charsureion, This contain mow event the ‘ala fees Serern he mor de oe high as fs provided, supplemented by g “Moving slong th cordor, if a one may be imagined to old 2 single Cyprie divorcee with her children, then fat ewo may house a Imatied couple who have moved from Blackpool with the kids andtzandparis, fl sre male aii born inthe ae fa fou an dey reared single male born inland snd it fe oral born, {eenagr whose patente emigrated frocnte West Indes. Eile aad {inty ope we howeren only the ont eridstdensons of tit ei ell ea a hh ase pet aoe hep amine depres of alone, een plc swpins he ‘ayn ae, social nermor,loason of lure time, 0 ‘the aes Ths erty sehoed nthe faring and soe of Nidy ve Gen tng; he nee tan of fed Gi, i bare a the nas, mass of fbi gi, ‘hada frstog hcl ot eb hot ay ad Keeler ple usr we maybe ore vio pet rer sd filing he sac oi may othe id, ashing and fminane sle'may Have been impose series of coord solos, teute tad shapes creng s syenaic sad lbs \Sprenon of modenigr"Ons ft wane fcc onthe tenon, {BF pea onthe dng tae the hn om tbe Cres toy The ‘pol lf, he ae om ee Rak ‘ery through to pst of Visoran or even madera yen thin wikia tae tn Rouse ed even wk the tae oes "An exsordsay fear of modern Brit ie the aber Sod dive of ners hell bend tae doors aati ropporer of Keobal ab ves cm wos aly that ees a xo age pes {Slows of «pop group ives nest oa posal radical Ray Cpe of ‘these different cultural foci may become a central point of concern td ideny. Televison and de media contin ourcover te word Thidrener and the ney pigeon beeen, te bible tad the capers on colol. Inthe rep, the divin of irom cl sean to mre Scucve, eter, mindowdreser mon, tener qr maine oper bearer totes dination of diferenee ia {Thine connn rom ch braion i calre tio peole ofa ery par ‘cape pases typ discon wie elo Gr eteanments appears rey inconsequential, Ve for eve ‘who live on «council exate or suburb in London, socal seve based onthe nigbouchood or commniy may be extaordint spun: More ik arte very ave Rd sad dv meget By means of which people ransorm resource both purchased hrogh the mua sed aloced by hexane no Expree ‘rirmen, daly routes sod fc comelogea east, {Ese abowe order, moray snd family, snd the slatonhip wih thew der soiay. The blac of te reso loge sel by te srnopucrion ° seructred conventions of + mythology; at among the clastic ‘pep of cl song tion we ompey -FEaDin ee espace Even imager ofa, such 8 me ‘neil sector ad rere eding nda SEmste ostons nd expectations Whe not denying the impsto the larger socal ad ecromie fores which help fo eonrrat sch ‘tionship what has bern mele nthe analysis of sch forest simu pn whe feb alm i mie nd fomeccnteedacvier, Dept the bi oor Hecenen in ae curl sare hey tod bly 1. be ‘Slnwilg snd hp oso mde are erly "Te and owas vers ax rach shady new Many ofthe sorcery hance te of ode sy re Lsatemptd 0 reprevet the sr cand eriny ‘tthe goods on the marketplace. Thore who were in postion to Sherr the birth of mass onsumptin, sachs Snel, eben and ine Benjamin, hove provided petap he mast aut counts, The Ensen in conumtion ss lie Hey tothe problem of soil Aevlopment cutee atthe vine of Dubs (Willams 192) has Since bared dsm In roves yey only One sxtned serge ED" Ven mate so ensernpus tis dversty within + tuling perspective which might provide an ondr for its elucidation, while Bovrdces eps Fogge for toad posdoning, this relational actviy taking chdene ess pat ove the sbracon of cars Bourdce 1988) [semi tot he td name el te foudsenst of goods, aod. tht arrangement. Increasing, Weeeret oir nace ut puede sine fu Polite opinions or viens on Conroverial imac may be erased les becas of concern wath she spperen subject of dba than ab 2 thean of placing te india eis tht ir of relang hee ‘tude toCND or inmigration 1 our own. Soc postoning i However, only one cement in he consracion of ent, and Bounds accoum wel complemented by the dy of gods a8 Camporcs (Doug od liberwood 197) the enact of 2 ne objet. forint vay of eld segs (Rng 1988) orth analas of {Bren domain win the mas marke, ih hon (Wilson 1985), 1 ne ares nt nce ee of expan produc, cha that bring py dee {Seng A goods tol company compen stall pat of oe procae'ol dclping cose bake bemeen socal and Commediy10 onmecrincaion ference (ory 1986; Hag 986) but the reaionshipe os simple, ‘The prediions of scales such Calor (199) and several iets of Marin ie 6 Ere and Ben 198), wo cope Sed th corporate consol of caialinm, may not hae ben fl From the {020s through to the 196 commerce, infuenced by fecore rach a economies of al, to construct «highly reditble homogenised sod sontsset fork hich mould py [Be longe ctor ranean high profi, cleanly in the averting of the period which was designed to break down loca ethnic and other customary sub-ivsioas in the population (aise 1983: 19, Commerce was thereby atempeing to eestes world ‘ror in oder ingery of ceo fore in which Toms of ene or elon! Patany have bees suppreed and Seeeg «hence, enone, Sere vp ve rough she fies may have en i preening the the log of technocracy. reenng Ta recent year, however, the expected coninty ofthis tjetory bas been called imo question, The io ew dverty inthe markt ts prodoced acura a Factors have fad so mort from ligne of ea od 19h sie ont Providing specie forms for inressngy lid args popaiion. Given the new ethnic (4 Smith 198), spd the dahon of the sie sepa ended mode he day ea tt increse, Ths ba ed vo ales predictable, snd for adversting often let “adcesable, poplaton. Rawsraly, commerce has adap to Such changes. The microchip embedded in indus machinery now allows for much smaller rons and maintains profits (Murray 1938), ‘baths bility t adapt doesnot edace the degre to which nda ‘roducon specs to have had follow rater than die these of etal cange “Reatemicappracher to mode diveity ae almost aways conn Bryan eps new peril Ss alented form of existence lacking both athens and dep A ‘umber of version of thi erigue have recently come together through the development of she tem “post modern we hat ecg men of kh dining ad odconng fnre ot modemiry (eg Jameson 1904) The history of aealemic ands dress tin Sch approche, ie, for Caplin many af oe Frankare School worings.scem destined co end in ign and elitam. Most conznon among them ran eves or sexe nce tse on view of authentic found in some satrower deinions of calere which aig the abel suteni tothe fin art, oped tad literature on the one hand, and wo he mus al ors pacar form of abou onthe ote, ssrnopvcrion " stein eet gen bri tna hy say nc doi of hr pole see ear astacater cae oe Snr Sree sore teas nee in Benidorm or "te other apa by Sect re top ra Sept at cts oe See aston ers AES Siar eve SESS Staaten Retna Sat gia aye eae i lhe hea ‘idea aah vice chee poate ler A alae of bles weed se if hat we Teal hie upc Seiiroke tata sete eta peescigemincienye eran ‘poate’ setae iba aren oviamnaremchanmes Each intiy tiniee ate Eee agate cuatro 1 ese tance colar tht they Henly clare with eof ejects, sch athe ie iam ame hana taay ett nd oa diptiechs site ty thet ries ERSiaryGigeat mocha tes ei ah it aa Sieesithea eee nade ete Ses stasis oe spain dyes Stee Re ie image of analysis of objects in themsel the RE nao nmi fe mae meets ne detente seater osc ee nA ae scars sisttesdedattcueagecttin chet oe nrecrincrneaees a chara miarimaanias Sad pean ge eerie Becker Roekaed ani‘osrucrincanion ‘olloguial discourse for mtr a+ an apparent devaoation of people against commodiies. I shall question the implication that Separable ea selves and suchen clases arto be found. Tahal argue that people ennot be riied under the concept of society” outside of their own cultural mile. Indeed, mich ofthe fst hal ofthis book ‘will be devoted wo an atempe to tenscend the dali implied in he ‘ery concep of cir u Summary of the Argument ‘Tsao it didi dh ein: i cpg hapten ak Siege eee ming cae Rican ata prea ee acme ot Sites icin depen aetna Sr Soo tre oe he a ac Se ee ree ere apie pera peta it ee Peat foley ad eal Gera Shoo ihe nbc pe no Se Rie nce tad Boa hc Sune ap Ss occa ede has ray asec rile peel yee et ee Ha SRT art Sara lee netic ee SCI ee kat de meer od sort rma Maples ao tid of be de ssegsy oe cv ne thay tele econ ath cnoet mnt een a ious rope! oie el See Se tan cp gett nes oe ive devlope tem, bet huh ony he locate secs Geshe aa eve orc gs nl "hice is ered wo vat ni trie bese pre net cette ee pep ae eer penny rrnopucTiOn B modern parlance of ha erm wth a pci fom of Meas aalyss Septet trp eeallonr gh wich epee ‘Hecivelyteduced to objec ad objec in tam iterpore the ‘Schein felaonships beter people‘ inerpretaon of Hepes ‘Tonk wll bert, andthe proces which are described under he Tim bitten wil be veined we » poste dl of he ‘Sijecs potential velopment rater han at eave equ of = FRpre hay sch devclopmest Hower, whe reeing is para of Meni aun a pouch te un, Tiny other pec ef Manes rounding of he pilspicl bse: ont of Hegel inthe steal pratesforiary peoples wil be “eget cg pore woe te eee of oil sniehog nd tces econ of eta care SORT ce Nes vot oo oe oe ees td oe he eee om tot Coe erie cin ae ‘parallels may be om ‘not cals te goneert of cultural form Be TOY Sepa ec as Sere ee cher snlarmadlel och eras El by gene moap som he toro Bers Se ele eae Terran on ey ee ‘Seng pr sta es el ba see Seth te esac econ sn wo toe SP ts tl tun fans heals sey ot Slate a among ete eae ee vec arn ade tn ey Ceithaml fr ms pe ont sa hei eft con mares buck are det coattails he Henoersy of Spoke SATO Ate en rd in pe The Poise ney seal Gor Sel Se Sn Pere dl ies mat vi he pec seed SPSS pit a mecenes; te poe tomer ie ie Sa ee at el ue bok Beil he ante oto yn aus, SEES tee ented sr Se Yo ceg Ta ce re eae thr a hante aedoeeseet ee ee eid eal eng eng oe cet atten“ conmerineamon “The eof ainda onion lb wal lesen rotons Bene eet near atone tote of nce art cohrct euler ae Romances ale op tk hale Mae cane ‘econ acd Sigel oped weed 9h a any eins i te ne ey fy. Rae Scoplap popu wen 1 Gt ats eetiinels isn eak wheat "He ee enna a of aso be fo st. be scone fry ede of ws Sag et eet opreen ey. The metal smsyel Ss coments ea thir salon how tec srk aries Soe bettas uch ence ones eat SoFbapiate rte coueta culate eee Shoup hor weewollagn deen Spleens ‘op sen lpn nti tt ro Rape RP Sicsed in caper oh ahi earn uch es a Se aaa ae Sine adieel oe ate hin, “OOH saps nex ee ope a fering 1 gue Mien niger eal eit aay be ae ‘aan sl sein le to eaters So et Sat rs ines nt Foc resin of te tte pon hice Pe ‘Sle nll ot? oR ey oor es rer peter Seaene ae area cops qui tenty tans walaed none cag ‘rine ite pa ay or cnet Ser or ane sun eign eikcr ova ror oe Septal a aloes eae Nene sane eae Scertnicandy ef nee a, ee eal of ns Sry inl ee be mon bn fen lod ine wn tee pee plane 2 SEES Slee we gee omer ble ee ‘ele Ag obi el uo cd en espe dl [Ubon af uo the hhon heer yay “ee prodpcion, conning of ro chapters rom ana cf tah tadone ton entre: of fe moe pele consequences ofthe matrlty af the object anfceTh approach to aurea gener developed nthe fit seaons hereby navowed j srnopucrion 6 se ple ote eter ae ex fearon ‘Lapel oan nanny dete secs decal ce ipl of =r so pele re pr opera aa ee rte ie cere eet meee kent ope Ce te keene "els a par de he rn nota Sept cao he cal Cee ec esl ciacles els he pene ey een See rt soct augers ae ee iar eae ae acl or str eal csonetaipl reeh ier e ae ee Yi tapera cna be nes SESS atin ite atu ae ee he ee aan nea hina aos pp semen pap ee acl emer! esis ual osha endl igs - a son MEL Se aay eed soompi opie gece Spang mo" aay aloe See sec alee age oat sree ie bs Se ofr nei ee SESE pale Sane't se ei a ale ehhh eee ei cee pry Gower oy orl eee eee eter riage o ae ee ee sa aiene ts wil ste’ om ofan iindtsenenrcies Come pnsad we doe SS Oa te 9 conve ib tend towards pay of sai yy suamnlsng opel we of os of oda congo Rigen tls chiens seeet to sonrdesched howe Sach ftom aeconnne oven inne oy urea fon posestwcnia od fom te calqne6 conmerneanon per i th i "oder society, uml under spener erm sch apa or Seco. See cers sauce meeereee Epa eaearretiae een {ors more seidve dactinanion berween thoes ckments of codigo eeened see eah eae SL Rea oen Soe ae eee Tinea ace dteoeneneaeara aye ns eect seesteael hes e aca elnilbeaaaeiare eres fons of ass of eruenel abst ena of tous te Soe ee Scere os ae aeciaa ee traces Sco pooner ee aera geen hae Sane ieee ates Sara reatalana peace tation’, ‘abstraction’ or ‘inauthenticity’, all of which are posel! as ‘pmens which te the foundadon forall proprenvetendenit in ely oe op ey vere gang ‘henuche hey mut be preserved Propoiios fra ftue soley Involving the cininason or fading away of ative and sbesacted innicstons rch a indus profocton or the sue ar rece Since, however, there emai by dfn cba ad nce hey al ide nce even tomy phan ep inr (Gr example as aps o sate power) they may erg forest slot etry deleterious to he teens ofthe ma popeaon he fnguncot lighiphs « coal condicion nmnse to moder ‘ciety bow s sean the avenger offered by the exec of och intone wile voiding the ott dager, enopucrron ” te mao dn cto be pray coe aieprael Ot cree rt Sia Se aT alco ey so es cm al : Seat aera eaarens eles cad ait drei Rete ar al ere ee TA ood ua erie are Sane rote doer and ity Ter ae oe Ce en A ae a ated tall Soe wiley eee so celine Sree oe Sab seen pre end ee dra een peta See Rey tn Tor ke Scere Slee eee er Seay as ieee gi a mel pa oe ee ome sect Me cote ents Ca eee eee he Pee ee ore re arg cee se SE Ee pene oan Deere be eg oe egepenen perme site doetigge freee of mls el a ST areal hans on a nn ee ee Coen fore mriebes Gumeent iey Sie fhE'Srner bop nM eae SSS Se ia ened etl ce oh meee ee cs prmee f ece e oi omcn ee en ene peste Thy Pe adeeb at sage mega gt pee onan we re en cee i ie ak Sgukneteeseh eet aced eal cere seein een er See sere pee dane a Fee beer oceania* mnermcanon Thi amet consis win oe ean ni + oe anteater nie ord ‘associated with the modern institution, while consumption by Seah etal oli apt ca ey Sey epi nprins Mcnd edpa SERS Fi ape Bore ea ee room ea sae npr a commen let pone pee as ea es SP easy Spee yt mad ath oe eee enna wl ce seek t0 identify those conditions which to promote, as Spot tloe Wich Spare pee, Wdecomenee e Se es cee Pe, dele of ay nntnenels acl Seana cates ers ef las Spd Se ot iden pra omeden sce hi ewe te ma oo ae ‘of ignoring or masking actual social relations through its concern with See rane ar So aside aha ae ee DIRE prochaine SR ates ga ss ner eo may cr, When an of Sea plied oy wey a tthe ie 0 Se mctwihi x posto as coro t eh Saya een neg erg Fires nips ay ie ppm ge Dl a pone a | SE ee 2 Hegel and Objectification Hegel's Phenomenology of Spirit “The source forthe eas used inthis volume to construct theory of ‘hate are ate vous, Seer of them ae, howeve, united {Eatakhough they spent rete quite dcrete bodies of materi nd to proide tens torial emphases and conlsions they ‘Eve ar leat Spare fom a common ispraion. Ths i te Fheramenloy of Spt (or Mind im some eanltions) by G. W. “Hep ine pled in 1807 (bre 1977). This perp he single thot invent work a modem plonphy sd acl theory, nd ine numberof major sie cling works by the ely Mars, Sine Loic and Sr hare been modaled more ores deci por i Some ofthese tex willbe dissed blow. Many of TES fave Sen fre cabortd inthe phenomenological tadon ‘iin pilesply, wes lager nmber of dies may have ken Ther te bas outta of Hep’ work who perbape reli {hs orwithou beng syusined with hour fo perv hae Hegel vee become. ‘Being Tegel a staring pin isn oe ene alse, Hoga wat ot himself the orgatorof ty ofthe eas commonyssebed te Tin. Many were devloped in their modern form by errand Conempercy phlorphers rch a Fecne The work of many. of {Rie pliloeples in ture may be more ely woderood when als inthe igh of das wich bad previa beeneveoped ‘Besloial senatin, Infor Hoyefs work form part of an Inportint movement. which llectvely"scelised holo opm Geert oy Dyan Go nd aman [ous ideas and'metbos ae Soong present m Hegel ad, trough him, in gon of those who mere ely ffaeaced by the Phenomenology (Rlahowsh 1978: 1-39 "Phe intent ofthe preset usin pabarat cave ew elements from the Phnomenolgy, rather than to flow previous10 Towards a Theory of Consumption Introduction The spun wich bpm with Be aban of «comet of Sec cheetah techno gmc of Soeey nat achnpion wae aaa eg ake Ie pupa ind hase ee riety etic inpegons chee mata cease ‘Sects oman deletes eet eumngeey eaepis Tie oe Peres Any cere sem Shain Toston of te sles shee Schoo aha ee ete Poromeely 9p Toa oma ee tot Uae ted dee atl tee a ee el fom ls eon abe ad tiny pened see ee ey ered oni coe ae hte menage abel oop ty enctcen Tosh ttt Rama Grdope nf clan eas pt ogee wel ue drown of gs Sit en See of at pom or ws ay Sonal meal Seaport eee phat ier eager nae mete soy ik iia fla ed ng eee yo ped ate cs eed aad ee Roget tan tonto iced anche Saeed inde, Pape eee Retold ak te ey een ae ide fin ope cae nd ects nd ws of conbeae seh eal SER hater bg hat and eal eer bona see rescue onl ones aay one gee ‘TowANDS A THEORY OF CONSUMFTION re wil be made as to how we aight progress from this period of Uhppy consciousness and regain the posses immanent fn the development of the sbje, tat iy soc Then He do the pei tt pce developed may sl ening today. His work provides the {orien Yr an exnton of sbje-obes rion which ‘res refit oer ofthe fm and oe a ie Cipro the dynamic nature ofthe hitorcl context in which dese ‘thio operate: Hegel ubsomed the Kantian concep of ty extereal orld which inp ales only consited rough the parla TRanner of is appropriation, bu he did v0 without reducing tis merely tothe we mechanisns of mind le provides for the dynamic Conmrvcton of thee srecuring mechanisms within the proces of Sppropeiaion incl, The spesrum covered bythe Phenamenolgy ‘ged from he individual paychology of the expanding conscouy ‘en through to the objective context of ws, history, moral and fos rcaont aes ofthe ues proms fay Inzmunner which echoes th Nekersketer trom towards diversity tnd varabiy hares of moder ie ote mot acne fof eis ian a hy ae essently postive. They sume the development ofthe subj a3 ‘sable and although tir paeudo-evoletonis impieion may how seem ankigeated they alow us to deny with 2 subject a sve, They techy provide the foundation fora form of Elka analysis which apposed the satus quo noe merely by ‘representing repressive, but ao by comparing wth what could beri the inmatent possibilite of the present Although in thie ‘xia form they sometimes tend towards conserva in thet Spal ofthe Prisan sate when abstracted a bjetficaton thet ‘Fetal portal was indicated mos forcly bythe ely wings of Mare. Wien developed frter ass concep objection may become highly atypia of modem theory. It paces emphasis on & Caltral come ris relation, butt dependence Upon some Soncepofs developing subject refees the allure of extreme ream iow cher in they or empire. Ie provides for 4 progresive Aerelopment whch feeds on diversity witout tending towards ‘ini, initence thatthe product of eure wil lumately be Known as oor own cresions which cn be encomptsed st some fotore age resi the ateacton ofthe tape Tn bi the model nats thst» subject cannot be envniged ouside te proces of fis ow becoming. There sno pod sabjet which Stor steed upon. The nije is inberenlydyeami, reacting and cvclopingsecvdng to the naar fi projections and experience.180 ass CONSDUPTION ‘Asan iis part of being and in order to tempt an understanding ofthe worl, he sabjescosialyexterazes era prodoing Torms or azaching tel othe seaears throug which form maybe tented. Al such forms are generated ory whch the cote ‘within which tha subject feneraly some socal ration ~ act, Ars Calera theory, thie forma may include language, materia clr, Individual dreams large inaction or concepes rac asthe nafion Sate snd religion. Tn time, depending spon hstorcl conicons der cmeaaone may bso nny ds ough the subject tay at certain pis appear fein the ser taku ovn podors or be bert aad nelatea os ominant group, and thos fail o perce these ealtuclforms 2» ‘own cretosy the tendency is always towards some form of Teappropition though which the ateral can be rablated and therfore come pat of he progressive development ofthe sabe “Athough not necocarly npn gels own use of ee sucha return to the subject may be taken as aren to essentially Truman ‘valves from 2 period in which goals values and ens ar¢ dominated by a logic stemming from the interest proced by the suogony of eel ona ceed ele Th inerpretion ‘ill be applied in tbe present work Socery progres through the Seccnalecema eae wbahmny bce eat the Atel Storiginds of the ebnographic Iertore, concepts or complex Inninsonscnbeddc in Sal and oval svete, oreo ta Briain, of an increasingly material marr. To the former ce, che model of objection a caltre, while noe sate, docs not haye the ‘lement of modernization which eso eer ines expenion 5s found in postindusral societies. These exeraletcas aways threaten to develop autonomous momentum, Within the concept of objectification lurks a Frankenstein image of model, once exes Tae, unig aay fom and then guint man estoy a Man's theory of captain a rupeue. Society in it various snilcain alee eng to saprepecae ndry Ep Sich ondiion of rupee The ran human sslue © defined ‘dutoloicaly shat which contributes to the progrnive tendency of sexier Marx and Simul “The atempts by Mars and Simmel t ute Hegel atthe bast for theory of modernity were investigated inthe ft part of this book, In ‘TowAxDs A ruzORY OF CONFUMETION 181 the ease of Mar, the pivileging of prodcion a the sol site of witcha mle ate hea of omnes, hich, ang nth Hoga origina concptof baat knowldge 2d all ‘ihe Roman vei of te end of hitory, war agued to be Spurious as both’ theresa sad praca tlaon. Sel by ‘Sates ted Hegel wo prove mode ofthe inreatngly sbaeac Sure of modern caleate Bed opon the gurnaive ad abet [ature ofnoney, He alo dread tei fresno very in temo he quentaive sae of rated elere sd ts mplesions, ‘Alough Mist far more exp sbost his se of Hegel Semel {ames dsr toe tala eninge ere This compan ‘tulealing lovey insofar os cetn coal ent of Mans mol Flilosoph, andthe ack on cas and explosion, ba, by Srels {ine tes firmly sept io the more genera bomeisie tril and are plc for example, he comparble mors of Dithen sod Weber. "Those are gous which the present Work "mp eot,suinening be cigs oe of Mant ‘nove sedeaie scared ro “The views of both Macs and Stnmel concerning the propresive ator of epainn are lear, tough th ter end to eda cto theimpuc of money sod impersonal elton They agree the has Telaced the obligatory er she eds cra i bypiton the essary fosnacon for say modern concep of redom. In Marr's Clete efor promised by apa a lain, since Seed away by the cpt ro the people nd becomes merely Tis ieodom of the wape abouts to be poe by the capa. {Be he ess in at's analy to be red nrgly oman opposition {2 be liberasm of the orgs ret tan, a i much ‘Sotemporary Marxism msily at sera on Uber, Simmel Snorer the alenaon consequent upon the ise of abirat feitionm bt sou thar the inewableconeadiion i aberaction IG te rng and cotaged Some ofthe ilerncas been Mart and Sind ay be te rut of the period of une which separed them Fre sgl hinoisal momen cee dominating Mars ente perspective ithe indi evlaon, He and Engle wanted the ‘irons of degradation snd rama ts produced, ad ough hey ‘ld pacrve more cory than the eotemporei the peogresve iplicione of such wanforaton, thr ight wat etrecsy Subseran othe immediate lap ofthe suring and explo {Sion which had brn the prc mess of acomplia nts ‘The renlung biter condemnaton of the dehumanizing praca of the day tested, However, i uppor for an eesaly1m sass consuaerion ris ed See tipi re sees nee Create reaanae ieee tcabodid for Mary ad many wees ofthe nase of won ae comune gr sits pie ces ince Ce ie hae ee SESE re retcs See enna aoa gstenomenes Grieg cheer aetied Peiom ecg mice ee aneeaTs oe ieee errno fanuenueaeaen caece lair aceon aca amnaaee Svat enema as ge Uisatoetnmer anna ate Boake ote pierce Eau eni ere ‘Eseed by Boards. Wah Set, then, asm conary wih So ee eueneeercs this new commodity word rather than being bed entirely op the Seon ee eerste cee ce been eta ef ie fea Eorvisurmnaneereer aa Seen aera eee sii ai stereeeacaveme ec anetaecamontare ovuan ice as sareemonae tres tay which may be seen tr aalogoss wih pa ef Goatees eoeme weed xray cores arena eet iat! Seem ne mano soins tence eat See a Senses Sa ees mayo Sere eases eae eae sobintortopenree! Bese i ote be reel he ees ee inet ar ro en Seaton ane epee a oi ee a tele ie we rth eo he we Sot me eee re oe Sete ae ee eel Se ep Pets te perce ig el pet deny SERS pace ee mie ri ee Bet re Cs pee co ata ne sine Refomlit Bee Seopa rciour en er Pane ci Sa ee roe: aie gece le ee se males Fa hg eye Ile ty retin Me aed en Secoigussthdactpenie ary ie Bepotes pattem res bree is Bc da ee Seceg RS i ol ige pel owe afer Ri oe oan cet shee ere ee mee ope sons beget hens ee Gore emeah ne meee safe pets ie Reais ey ce ee areal gente terme or oe eral Ce dia oak urht cy Se emogeony mee key ery ema ceetee eoiemmatcmentce en 1p ere en ices reciente ain orale Peli tay ele eerie hee aoe @ eta ne lo wee ees seen ob moment pee mee ten Gomer SE eee en eee SE St14 duass consunerrion Pee ren ry yeep satya re arte Soren eal gov png a me eee ee Sana et et so ay opined Heese hates ein ag 222 ug ee ie a ae se scat Sebel cr nets Sent fe pee ee ae elec Sore ed in ee eee a Soe fat nel tn. Hower cpp St, Tit pert es Betapace ey te tpeur zim dee or eo Be aa aly eels eee ae eee Sons Sy cr atthe he Mc fos eae apie er meee sheer Mowe Bi seer coe ie day Reet oe ee meer Moma tee lh tea Sesser et one ener Wi Seats opt area een pearance nate eee eg ELS einde aeration Sas Sense Bee ye eet ey ree Te ee eget nee sr red Se ee es oe tee ew ee Sogn y Anis Siaiaectteece Foe SOT ope cone Se rolls ae pres mine oe roe pune Sie Sot ut errr ne i a al Sere ata mel el ei So ‘The Unhappy Conscioumess ‘he concept ‘of unhappy conscoimess denotes periods of dichoto- ‘pac sobjecobjec laos rslng fom thence cones Aictory stare of s numberof aspects of modern sock. Tit may ‘occu, in par, beause these contractions ate not perceived 2 such, -TOPARDS A-THNORY OF CONSLMEFTION 15, but are merely experienced athe kindof oppression signified inthe fom of Duthen or the lad and cynielatudes described by ‘Simmel. This makes the rots ofthat oppression harder to ientfy, tnd we become unable to recognize our own place citer im the ‘reulon ofthese oppresive sures or, potentially, a thee pata fesoluton (ance the contradictions se beret, reoltons ae ays paral and most always be maintained rather than simply thio). "The fist source ofthis modem diem i the continued rise of cpr indnl acton and omer The oan sip the natre of industry at reveled by hinory. On the one hand, {osu as crested al thse products upon which moder le based. Without th ce ot bas. the phone he paperback the beth Servic the tein, te mas produced seiectare, moder Urban pole cog met cory as en the nga Indes revolution enormouy expanded, a scene ‘Srances ae consi transed no pew goods, Tere sie that mow of he populace with for anything othr than contneal increase inthe salty of och prodacs ad the benefits feo be Tecsved by the poseesion Such benefits ae by no means ited 0 Intel or tela sens eet al the nhropoogilivestgtons of mas consumption, re mainly bated ‘Su te peste they preen forthe expansion of soir, ors snd linn, Tee ron ik a «0 el prodocion on a large sale would prodsce more than 3 radia Fesricon ofthe vali of goods b elite secon of soci. With owing ecologic consent Toate expnson wll come inret Egy tem scanac ovation rather than new physical resourees. "The extension of indonry complemented by that of commerce and monctration The importance of money 2 part ofthe general ‘xparcon of quuneieaton and abarst logic such thi is robablythe min medium though wish we thisk mathematically [cveryay life, Sets ararent tat money ithe bani of modern ffeclom and that te completes and chee repesened i ost socks are inposle evento envaage without Weems eaiely Zpplicable today. Also sil evden ste comadiion tha money feet beyond serog evident human ines and. becomes, a ‘Epil an interest isaia which people are reduced wo questions profit and eiieny. The instrument of capital sinus run on the logic of profisbiliy, snd the seeped eieron for succesful Ilstly is amon entity the expansion of capil rsber than the impact of x predacte. Marx showed clearly tht, lef oie, cis, Tope tends to repute the marker of conser from is own wage186 1uass consunrion labour, redcing the laser othe nium wages necesay for sci reprodacion thi situaon i mon clay dowloped trough anew Intemational dri of labour, where worker it cern Sunes say be paid misimal wage since the market for ther produce is abroad, Where this aepartion could not be sustained, a in Brin, ‘pial may sll work tomacde highly wnooal ditbuton offs produc, "The contradiion posed by indusy, which lie in the poive acre of many of ts produce set aga hisoril tendency 10 folow is own stonamous interes rahe hen te interest of he people who crete thoogh fat been pany respon forthe Eatuforaton of the econd powefl contador fore in moders soci, that of the modern sate Whee not the ste develope fo eure the eficien working of copa as i expanied Intemational, orto peer she hegemony of cass soday he sae appear the only ores ge enough to step f este ss of arg-sae industry away from pore profi owards he inert of the population, Whether this ts done on the massive sae of ate Soci, or by: means of the more ined bo all extesnve ‘onome and sil pols of the ocala mixed exmomin te fate appears inthe twentieth century to have developed an increasingly lrge-seleierventonit rol "Jute at money 18 the foundation for freedom, she sate jp the csrental mechan forthe erestion of egal. Although in cain Societe i may serve the instrament of ep i th oly fnce ‘hich bat che poten, given certain hstorea! condoms and the Feqsite soci agency, so remain capitli’s natural tency towards inequality, and, through raduibutve mechani and leglave means, to ree te condone forthe achievement of equality. Equality should not be defined in Routes terme a ‘tara order ntsc o humanity, apa condition, Rather is ‘highly abstract concept which probably coud noe be eavieged as [rail (6 oppored toa there) propostion without te roe ‘evelopment o song democratic tate The achierement of erens degree of equliy is an extremely compler ak reqiring an fesormous invexment in bureavracy, taxation and planing. fi, therfore at eset to rein the services provided bythe me, 35 the products provided by indusery- Ags, there appears to be a onsen of epinton in counties sich Se Beinn root of some form of eset ate sesvce sch x edcation sheath sikougs arguments continue over egret of intervention and the bance ieween sete and pias cover ‘TowAnos A rHzonY oF consunerioN 7 seu tn gear capital (0 bosom an atonomourintton which tures aaist, Se ee aoe cee ie ence era meee ee eS Peete Micke ie earl fool magia ttan ohare Sree com ibe He eee ciceeteaan. bat ices es eer amy Bae Tayi ntti verge nahin ctmoter eee EES ceetet res sete iceiaegeamannmmationey Riewauiwsenremed mecha avai oie tee dacs Goran ec por oopeonrenemeene Ea Tiewatume weeevieeme Sag sarge anorestnucent nace period, modernism seemed to be ene i largely benign and foul donah ste cheeatni teed Fowage Over thea tro dass, bower, the socal date of he Eiicnnsuar netomat Poe ai eed igpiirenmennones usccassiaieesenmens Eeroarnapiady aa feat cm eee ape ie sree ieee dice iene SiS Sh stan acmeste enatas Goleanencaeeenteigeat coche ea gieeeeunecnpemmancines aa iaiemati teeta fieetp traeceetooee aie cmerameegte wittnatasadenemeane188 ass consmarrion Ths hes fre ila ofl th shangs in ss wits ven te aon of eee fononmen of rly, cn ho sce cd wy progenies eons Thc prvi he Sno he apr post of mse i nh Def pan fr coma gai by mente Biber peace coat spy Nee os deed teeth pupae femur aap iy sean rhe pcs serenely oe wage adda pot ofae real aan sn pode god ene csv cee {ipl ral enter ar oy pa oc ot pany anes oy amon wom ee Sn Greist Tole may wel sit ence seponee, A ample mo ave tanned meeps re pe chipotle aranget aoe pl eng {Ta nce Dog al ere 199 Sid 7) pola renting ae y te ey may. sno ap fe ceed ns demand eis it seo lps solr piney ein ome Impish conte mt nal and Brey ‘Meher pro ef nappy concn one a which we shaun sn ab ate of tie fortes appre tle tthe eave cones ee anne os le tat of Hr dOdopmen whi we cee pl forte a ena oo nll bg. Cs of eo et pol alain uh thre omar sore ed Tegel andr ipod soc oS ft aesthetics and desires, might all be altered through positive political {Sos Thr wot or el oe uy ly fo lcd ‘ie dee cng by wich bremctiy dena oe tvyaiy ta ay nda rears es feretp onncomfoer fer nian Fang it Figen ages rcginon ht eng ci {ele of lean ete by hasan sro of Se Foe os cen Sp tl cee Fosse depen mg acl bie scp (ough cy ee Sp) tenwa le ropoaton fee, br pet ‘ebpten tacw ty sonadins Th bre oe ed ‘i te eed We lam een by he oct Cpt here e pce 0 cer ach ss ny Bt Seyracts conan wih renin Sed eae, ‘tales ules nay bend gute ren ‘eon ha New Scr nd ‘TOAKDS A THEORY OF CONSUMETION 189 Modern Consumption Like the ras of material gods, consumption is examined a present in most of the cea soc sioce only 4 ape ofthe ener problem of commodities. Goode are ee, at indeed Simmel tn pat Seder thems pat of the ever growing problem of sbaracton 10 nage Siete ca re rs Producing goods largely st symbols of wealth and fashion, often odes of gppresive scl diflerensation. The procenes leading {orarls alchemy decried above command “iraaly all the ‘Smnels through which we obain soc goods. The vast maori are ‘purchased and se pure commode n thatthe money spent on them Toul eqaly wel have been spent on some ote em ou ofthe vast fry. Bruivlard and the cies of postmoderainm provide the ‘tart account ofthis sense ofthe complete nechangeabity of {Bing implying abo a rection of human relins to ths ex cpa fo nec when wd oti goo ro Tret parce, che ror common seraatve source the Rat, ‘which hay provide the howe weve nthe rage of uring, out ‘Macatin, oe rain, the spor facies and forth, Depending on ‘Ses place in css and soy, the state may be far more important han money ara source of foods Is however, comparable to Imovey "in oaking. thse goods symbol of an enraged and otoromows fovee which imposes Welton sas people who sre tuneny exchangerble one for another. his i the mature of he commode inurpeion of objectification implies would sarge fllow the rw authors {ar ducused. Wage labour may be more rewarding than it wa but the pace of he Mourer a pat of the markt ~ hat a nothing ‘Ro thua the comamer of Commodities bombarded by mathcing nd advertising (eg Willams 1980) appears oolow asia loge ‘of enrangement Tis inreas in eral frm metely advances the fine phase of seléaienaion, ecending te abnractand verse naare Gf cltre which thus appears the more alien and the harder to Simin, Wher Beat llowig Hage we are aml © ive, of felowieg Mars, objective conaiions preven ot from TSlevng te condiisar which would slow for the sublion of Sian i ey ong of people objstion ss fey rather than of socal evelopment. ‘Ei ie the approach to goods T mish to ree It isan approach predicated on rlucing consumption tothe naut of the eommosiy, the consumer to the proenby which the commodiy i obaine. in'cppostion to hs argument fat perspecive wth focues upon190 buass contuaertoN Smet a ly eae tea ae ed at he noe Selec cette od of te ie Posts ctahnsltcie a ermee on Sehr arcane peel LES eet cal Sara an I Me po 8 i he ‘time spent in consumption. = 7 nan seco any chem here yt of muy ad “Eee Se mame beg pd Peo meat a arms there wg er oe meorirepreettaea rte loci ie Abs 6 Br Lingareylepalon sca fm eho aon caper aia oe poze ane yr in ie dyed mel ey Sel ott ope heli sl et Rape Eee Wace rece ep Are bed tore teks helpers ee! wt seeder rc eel ed eee reg om See a en of te ke PRS meer iets ieee tea Srnec Sete oe deka eS Te eat SSE Schone eel i ye Sold pres he a eh Speier heer es se fe se Serer ewe en sala let ele eka he ang er Soe asset ove (bea toca iRame ttt tenis cess cet pd STOLL men eros cas et ‘owaRDS A THEORY OF CONSUMPTION 191 not be cone wih a atl pce pore a «sic pee ia SG ene fra oeelrereepialt te Tafee te Seung se ere tee econ i i ional Peoecn sitar eae x neon fe penrten ta sg or oa el ree me Ee ee raha cea re cers ae Ca ee i er ena aot ae ee ee eed are eiid hmmm peela ce a het bee ie ee pecorino oa i dal homo he tol oto entre ee erotic oe Fe eretnp gece tg coy sre game aaa to eat er emer bts ite a ry we a i ac eee beg ema en le se geen hey reales eed ere ae reagan el wey a ee soc clon ee fe pas fll pc an ae ee peer peter nt tree pre ed Cee eed ae prep owed Soe eh ie eer rele eget eae Serene: hme he cree es aoe ee ayy i noes seer oe eg omni Quen = Red con aitens oe a Se ee gaan pn relent daisy Tt cas ce elt iae ot eae na ae ce a a sa mn fo tet eee es aie shoes!1 uass consuaerton may often subjugute these sbsiractions in a process of human Becoming. Ira commodity defined rte produc and symbol af abact and oppress sscrty, tts the objet of consump the egaon ofthe commodiy. Although the objects matte oes emany conan a ndergce the wrk of consump i a Sate ay deed Tho of couse» doxipion of al Consumption or ¢ealabe sim of lhe pariipets inte modern fconomy, but what most be recognized tat i is immancat e consamption inal. That ist sa, we mur know that he work we do {on the gods we purchase, or obtain, and the cll neemora wih Sthch east orate en br andertod na sar en fo the work we do onthe srl world In consumption, quite a fly 4 in production, is poral through woe of the s-sieaton hiked the atl worl acre ough» rece of Feappropraton owards the fll project of Sbjecftadod a Whi theres becomes at home wi it ins hers in our society, these wo moment ae inspares the same circumstance which consracs profusion ta. moment of ‘stangement provides the condos under which Consumption 53 feappropriaion appears possible Even i work ‘onditens are improve, the sale of production mast make t uakly th his Could ever become spin the main ans trough which people ext Het wih accursed rei epost fer consumption emerge one goods ae 0 longer peeved ete ommottis, But sr ended sts jor Conttues of madera falar. From ths willbe shown tubal tis oly Gah the crexive se of the indana product that ve can eviget ‘upereson of any seronomous intr aed capil md that iy through the wanstormation of he nates series ea este alo be resorbed san intrument of development, Ta shore onsamption i 2 major factor ia the potential earn of cular to Kamae Ata nt wr of eel prope camo ough reeprring something simpler ed pay Gut ely aug 3 new marin the nomiy of epee ovagoe the necessity of Goode ino tore thn to argue the secs of eure I 8 oe, Rowere, to srt the autonomy of falar In chapter 3, is rgd tha Maryn atempang to tees Hegel's empha on te high clare of plovophy nad inclecaly ‘propriate forms, ant ground thet eas in' wer notion of {Seal elaions of whch socal and economic condions were an inn fear in prc subwuned Clee afr whine pay social iferentiaton. Ths tendency as ben then sill ure oy ‘rong inthe Dukcimian trade ad by ler Marans which ‘TOWARDS A THEORY OF conswuErTION 193 tuverdcedctureto melt exer eleion of te ior of ‘eocties eipandoe a prop cennpso sy ee sacs prepa yuk ad neres mee Sree ee ltrs Renita Soto fr bane be we ede ee Aes ti Sak nna wee cite asain inten berpicen chek coe Teli unset tne ot permis ec henge sty Serene eo eee ion tot see tft ls we wey ake Saat a ees, st we ee USEC Alcester ee Ce ne es vce Sera rea tain. andndr webu et mere echt soscresae prc puted Slat pone hed spate aor cae ee oe seen ewe Saye in eprpein o corts ee car naa Tee wae ee en ‘Seen ope a aba he sed See se cdl ae ts nour rp Ts ie oe Liss cil cometh cel by ce i ccs Satan of creenglerguerat aed SUT ae orice emesis ate St ae sate Seaman ame hae SSH cphedby esd hepatica Salpenisieer aia aahde totems eee ee en eet ete Sick goa i ata or carts ocr se eee neice cement Cael? ose eee ee eteehnalysoegene ee cmtes ‘and the interests of the market are undeniable (e/g. Myers 1982), but cee eee ee ee at es comes TPecpeae ie pC oy the de of New Caines ern en len de att ere yeas GO) Tee were Sime ee Brie Ney Gre lage oe a haa Syren ines See aca eee rea Nee nae oa e's let paleo 6 hor1% ass consuurrion rea sles. tis only when the fice is something worked upon, through dhborate cosmetic preparaons which provide a expresion of the lf construed bythe ell tha they appear inthe eve pis to the observe. The moment when the Brees crt rpards 6 a tmost covered up is recely the moment when the New Guinea Aighlanders sce Shemselves tying naked before the worlds that aspects of ther true self tuch at ther cohesion ‘with the ommuniy, oth sate of bel, wl emerge, reveled by thet Shy conn an cepa cia son tera fe. The act ofselfconsrcton i therefore no oly controllable, bot wi evel apes of thir relsionship with she wider sey which ty tight have wished to reminhidde, Alhough a elf contraction, BB soci being which made evident. ‘The Briton somumes an een given sf; the New Guinea highlander a cltrly conrad seléBut may be sted chat the [New Guinea conception i ot ofthe self a consroted entirely by eaten forces a the pst retrain reading ofthe body a es the medium may be conventional and historical, bu isthe patcular near of ts manipulation by » given indvideal which is aguante for the fotere development of that person in sci. Nor doet it appear of gret consequence if some ofthe items obsined, sch as fester aol abel re porchsed with ca tthe than sak oo ‘om birds shor with guns rather than srows. For the huglinder, therefore, culture is an objectfcaton through which socal relions ae developed trough being made manifest. This view is loser chat ‘of Wilton (1985: 228-47), diseased in the lat chapter, Wilson seo teers tht no of authentic ema hid 2 ide range oferta dcusions, in our ofthe ive proton ofthe soil being upoa te body and argues for the postales of Pleasute 3a raieal activi agate the implied ascedcsm of these raiqus. -Rerumed othe context of modern Brit, this example show! the limitations of the debate between invidulsm and fommural ot social expression (re ao Abererombi et al 1986). Btn hat fat ie mcr se ee comme fom hg iy New Guinea socey, and probably slo ore explicit concepts of individualism, These sre convensonlly seen a senaiven but tay are actually both products of one st of ferences beween Bata tnd New Guinea! The image and exent of modern iadvidealis i Predicaed upon the image and exe of communal mast sor. TRhey achive ther sength of igary through contrast, whch merely the produ: ofthe inherent conraictonsreshing from 3 process of ‘bjecticaion, that, the making explicit through ‘ToAKoS A nttony oF consuMITION 5 cxermalzaton ofa elf-undertanding of individ and soci in ‘ton. Attmpsocrete soir which reentry promotions of ‘Se fda or comma eee bahar Since they rey one een of ingle abstraction, Both exes CG edalan of vabjr spe sdason ich Hegel seemed ‘resale “Fle sale nnn which dominate nda sci tend to creates tne ofan encroaching force which ean control ver, {Bd ance such irons work on the ban of meperordinte ‘Teslon-making mich repute onlive they conic wih dhe eal Seas of individ! stootny ad freedom whichis reduced by hat ‘Same rc: rhe sense of tintin anonymity which provides ws itv our mest pea mage of the soplng, frend, Inde, The prodoctve community of focal orb constructed coma tray be acicved in lrg par by the seesary subsumption of the {ruil ta group, inte interes of doing bate ans these vas. Satta usar te ose fraser eae Imoment i the sune productive proces, vo the resolution ma i Jur be affected by examining hom in terms of two moments ofthe Exemption proce “The proces ath highes evel of sae organization must be those of yatiaie sme chino eicay sod ol col Indosy and the sate could not be feduced to the salle, Immediately accountable nd approachable, witout singh bility {Der then demands of moder panning (wich otto ay at {hay could nor be more ccoontale ten they are preset). These Insceotons ean only be broken down to talficenty smallsede ‘lements tg be able full he reqiremens and theres of, {Sl a being alowa of les for, the population thre ah incase enema othe wor noe rerary, uth ic themscves on tn produce ofthe nate sad ndany. eat this ‘age ht we find he extoecxpeanion play, pectic and dintray which bough conered ofthe oppose mage ofthe femralproducive sper are atl” premed upon 3. Yry ‘SivucwOn, These are often dicey stated, since soe larger the rly of interes ace, the lrger the scale of loin and Efgunicon requeds In shor, Sadun and porn are Premise pon their antes he astonomods hemogenizedburea Era. A concern with the diverse populace i therfore served not through prnatiedon ~ that i, fothing fom one abstracted tstsiog the us ro afar ote fini ne, cpa ~ bat tuber by concentstig onthe sation between he produces sad ‘Sonat of goods a services196 ass consumrion The dreniy of he pfu of hi ras of cng ond Ec i Sic tl ts fps Society "tea Dae oa ee inte ra of ge ae ee he ce itera” Satie eee Seu ees il pg tes a fa abc sihaan tcp hence mesylate fad new wit fling ttn 2d aot ai teak Fire erty oy arene cereal mete a re ee ee SE eat ra nce eran ote eee weather ateoneafaen at ees male ctesinandundenet bel pene Rowen ASS See Repo a ete ae secre Sm mugen Sat hs ferry epg ig howe ps poe fas se he Mass Consumption and Equality Ta evaluating the role of gods inthe production of sci relitibs a ‘idea acer fm he no seenpin dat casos Simatic Takeo the tommy form aad they Sopporive of only one parclar oxelform, analy ered SSplalis. This is despite the egal suailty of the label “nae consumption to sciesdves Bette Sot Uaion end Japa. Embedded in. sila etwork of conotaions the ‘uppesition tht, while asivir noch work may provide the foundation for communal valve, ite hough contumpion that individuals and competiv sol raion te “bougeea’ privat ow eng Ti ey perch eon gue ef onupon 2 atric and indiana. Abnoughy in stocey dominated bythe markt private indviualy-orented consmnpon proces led on the pra of money aed allen fees ae common efl to qudon she depres to whic the sored links between onsompion, individual snd inequality ae iis wo he pare of constimption at an acti. The raonsip benexn copa td inden ha resent eome nde scr (Abersembie 411980). Clay ler commonly wae ss mona expensing ‘TowsADS A n#oRY OF CONSLAEITION 7 dinance fom the ered conditions of wor, and by analogy with healing sles daated im he chapter, can be argued tht Se noel and el coma fhe wrk ly fo vece an overdy pire solcolled repose io leare Pisce. Te does 4 fallow, however, hat ths tendency is 4 eny outcome of mas consumption "The Lnageof consumption a pate aod indvidualise i closely tied toa farther concern wid place i the production of social ‘Etterenttion through te whith has been emphasized in the {talon of consumption sls eprevented by Veblen and Bout ie This major comeguence of man consumption i of eoute, 4 ‘Ecsoupiy sol sty, but tweed natures ere predated ol ‘porte ce at ogee ds oppresion xen oo Pools Tate following sample, by conrat, consumption can EEimincd aan ints phenomenon wed i easing soil ‘Schoien and normative onder Thee therefore serve to india t ctl or conumpton ss soil racic coneay vo ha stressed inh kof Hal in the inch cm se long-ranning Wlvison sosp opers Coronation Stet Latathive town of Salford hes been used as 2 model for the Coons af working clas ein Bh isi cece. This Sv ne tel of Robe Rober! 0973) dein a foring opin the sea a2 The Clase Slom. Int caper on omen Rober makes cles hay deme tome of the worst yey atc in Briain there war mor domain of consompton i ‘efor which fused to be einnaed by the vests of the ine. ‘Over along period of tine, there ad developed among the working las concep ol th arlous Despite ack of space this room was nok Seder on spel cucsony bu ws rere fr epg feds uch a oroument The parowr doesnot sem to be res Fecent emslation ofthe mile cs, but may rather relate to much ‘lie wins. eres evence of rl conern with diay in ‘tedcva Europe im some carr woeld appear tht all the ‘Simmone's house was sr aide for dy purpnes Burke 1979 In ‘hehory of Europea hose inten, dupay appears pened to Inve bee predmiaat over comfor (Braudel 1981 306-11. Sach (sideeeDsed ona ecord oan ind sm quite comtary Sordi's prevention of the ‘re worker only ineresed fo snsumpion aft very mediate nt, deed connected to basic made. Tebers descber she inporance of the, puslour, its cre furnishing caning and decom smong people ho wee PVcling ogy am weck onc nde t may best wring operetta Ss poprnnl mathont el stn an eh wo Spy provost ac wo rm pny cued wh coco, ese Ue pn we ian of Teron hep rst tay ty eset oom ofthe tier Rec nok one tease of worl ames fon town sch a Haw e188 Teg sng rene he sen of te perso he pitrof ahs an dene wih ipods gue eres on bor reiting pl ore wished a hen set fot ora piper anin cole owen Ni, Si ect ener ith jewlar cla et by aft tert woke cl Norvegs women ewe Bees {Galena tt, Cod cnr words whch ten got ‘ey scl pr Tn women con he sn orig ‘el foleld tegen spe tome oer cl ot the wine men pg ttag dyn wor nose ‘Thesomey fen ec pr Sine wor cis aes shops sl oer wong shower ei ‘hey mc tps hs pal som ope ‘heeft ending tran hep ae ‘lin ut aes ein olny af the wee es tit Ai Slr thy hve rong vane of wap sd spp ts nl rp sans rupert ‘Blacker iy spear veins one Dera nthe ed aol mui ey go on tol per and own cls fom chr baal ‘rte ssa sem ee po te tn pe fering oct nnd icon sles udnoring ary sin part coer of re eng ny wore ed {presi hr a table ogy Hr aoe {Be yore se wel sone of oe Pom orn Clanng becoming tvs nda sana Alpen Shoearcrontingmeompnycrsoad haved oe ose Dhida capable Eanes soph er cer inet a Cringe abi fr ct Lome fring ee ‘Tong sme, A nda poring moe fn ‘ently weit reunion tarp ohh wed andar ero gaged cape ot 22 gow ein opens dbo herpes ‘TowAaos A nizony oF consuMTON 9 inthis case, mass consumption gods ar seo crese the context sort arr of they engl parThey bp te provide equalizing and normative mechaniams promosng rl Eagpandsocabilsy There are ements ofthis howsewlery which {clea polenat jt a ca cote problna ter aly, but thee caves do atlas sugges teat che quantiaie incense in maternal exiere doesnot fuel even when purchased through th cape marke, ean tat goods can only sipy wealth cefore the compesifon of conspicuour conrumption. I is Commonly ctinoyrapy,suneredin the everyday lives ol te people seeing wed ext ome een un tha apes {Revue te sumed uh abut force esr one ‘Sourbu toway (ef, Gans 1967) fet manly those groups who Heostydhemselven ently wih, the en ol tmoney a anes dvsin, sd thereby with goode ss rely an expression ‘Sweat which tien engage inthe Kinds of reais deserved 0 Sty by Veblen in is aecount ofthe lure cs, “Thee cramples ead not only wo 4 questioning of the materialism and individu thought cob intra tothe procest of coma tion, bu ao tothe equally common arumpion tht i dere ‘xpresion of epiliom which extends capita valucs into the jvte domain, Inthe Bergen stdy the womens nomatve and pata pacces could harly be fen a3 for of resitance 0 ‘ils gen tei general emdation of he vals ofthe business ‘Hose The more bate question ato whet forms of Gatrbuton snd onsumption mechanisms might be considered. ss fundamental omporens of cpaism may perhaps be mast clesly posed in terms ST pombe aterative sori soc. "Tere are enormously diverse images of what scam might bey and each he dfs implcsons forthe idee being explored et. Ghat if the aim iso exabliah a eral potion in elion tothe Seo sui ch ar Bn, ve pd ed ot be ocsad oo theo government carey elming (0. repesent Scialam, akough quay would be wrong to. ignore the ‘xperience of rich coun, One study which fers clear evidence fb the history of socilm in practice as well ay examining the power for's more Hest sotlat society which as oot yet, [ppearee that by Nove (1983) ened The Fuonomis of Feeuble ‘Balm, Justa was argued fn ehaper 7 of the preset text hat sccm ned notre nthe clinaon fin provery, thought woud eliminate privat ‘oleve propery, Nove's wor ‘hows that the advent of stim athe end feats oppresion might foe mean the denrution of the market atthe major means of200 suass consunrrion Sete ny ne +n of ote Se de ov lini mo of pg soil ten deer agente eco Ree ES ate tnd oat meatier ned opi ea Pardeintaereh tethered Sa ee sole Saloe Seeeetie ra oe coe oe ee rere te ote meee “To influence the pater of production by their behaviour at bere i ly Se mo eid dency to pre power 10 consumers. Thor sao des ‘ole! sherae Tere being hundreds of thousands of diferent kinds of goods and services in infinke permutations and. combinacny Political voting proces is impracticable, 2 balloe paper incorpo Fting_miroceonomie consumer choice until (Nowe 9802) [Nove refuses to aces that central planning and a fre compgive mathe ae mutually exclusive aernlves but argos forthe ental ‘ce of both. The dealt of his dacuson st also Kelner 1984 Nove 1985: 24-7, 34-8) providing a pictreof the complex logistics ‘of chan economy, hizh would have to da wth the vs prem (of large moder sae, give an often more profound understating than tha avaible in abstract philosophy of be necessary arteaiion between the philosophical ess of fal freslome and paltaran justice, the former enshrined inthe absercion permed by money, the later inthe abrscon ofthe wate. Ahough Neve tote fauks ofa marker system, his argument hat fora eae socal, any alternative to Khas fr greter drawbacks and more invidious Consequences. The mode allows the consumer a messre of choke of foods but proposes sate regulation oftheir socal mphcstiony, in Ser for example to easresdequnesafsy standards ato goad sri th meng repens cman oy. HP Nove's mode of the distibuton proces were extended co ennmpton tole nel ee fm early tory and homogenizing domain of central panning, through the Sate, ick snepurechil ent nd evened fe pounce Te stare elf ght well ave oineree regulatory ates in order ‘o counter practices which apes to favour only private interest ot ‘TOWARDS A THEORY OF CONSLIETION m raring gel to produes ‘eu! demand. This seems more edie dae ree by O90) saga ce for earn ‘Sarumptondecionso he woripace Tere iap eso a srt Sit ere pda wong oe ld Se in ay Tepes bee ethan, anagem dey of the cei guy of ach rol Nove maybe maken nis ‘Span of the mporaace ofthe mkt the appropiate Scanian fr ring ono pope sods wil eral fy al the ier af apa tte wire rf eves ny Eis emey eee pone: What been sey ie ES 6flgmmme dee nc seranive Girone mechan ‘erg mi ne of contumpoony wh, Wily (9) eget opr in rane conry tn Th rece od ‘aul, onze cooperates mayne lone beth et rable, re ge our nln ol what compton slows teal acy shod pores rng point rare cxminton of Sis oy quton, In socanng ma nl eae, debe ve ‘somone lew re Sn pss ‘hows onceang he deed oro onampeon TST aon alec rr fre aque tt inavenet in soopesive pode potas # ike tetany podacson td eeagh producto, ek care fe Inthe ki fae he ne eg rm ee oe colusinepodcon (at where clectneston i ely deed {fom soci choice rate than polis pres) preset salle a crave penchant he roacion sf ommotiie wck ‘Spline ean vepeble or mito ccrons component Se S2tiots in cooptie limonene sarnaoe exceed tesng kof nena, igi the machines sewing owe Ps orks, top des ands oe igh any at the Fees mange of te prodacon scheme proves fr 4 new ‘Seaton ewe te wore nd ier foro ea of Folecon, Wile ae pec of he orga ooperive rae Edy ihe ol enue owprtip of ood gery faded say Although ea and hd venga cnanuel wo be ‘Sisse rapes soe ind dd noel le ‘Steppes am in which wn hy bed hand crc he Sead come ny nr yo okay esunc ap hogs igh acorn recur E'hledant tas A aire mate Dacwoe ys canal cin ms nas prodacon of pic bcke ough an ‘colle sha of work, bt combined wits marker ich oe or SEM bebo of och police bewen te lcaedam 21455 CONSUMPTION production units ensuring equal avalbity, and a free area of ‘quiable consimpton wich slows forthe fseton of contol by ‘he consumer, wit al she reratareporalnn, Communal cons tion as sublion aes through Similar desies concerning, the specie ature of goods and services; that is, consumption as 5 Purcipsory normttve activity. Te not sly: he outcome pt omminal work or an equal shure in profs, which romain on the plane of abaration, Ste daemon offer emo port lon The fie is dt even if we envisage (somewhat optimsicaly the destrvcton of in ‘ais dttaonn,rotsSaed donot of cameo pac tell, ao all the other niger of contemporary society Stan Eni problems integral the contradiction, and ent to the producto ofthe material condition of moder fe would remain fed) We woul tne sre sa of ny, obably far more vast) sate bureacracy and a massive population I huge arbanconplomerts all rqusiag the powers of febliy, ‘onlzton and qunteaton wich would be enctial o sch Increwed planing ‘operations "The second. lesson is that this ‘ontesicon is relevant for thiaking about pois today, snd not jusein some fare society, because radia affects the mage of posible alternatives to present socal condiions Ifthe fatenton it {© sand by a commiment to the rection of oppreniveineqal Sth a hm re hye on 1 alienstory consequent of the mechanians necessary fo te Schivemenr of rach gos saa “This presupposes that the expansion of goods and services slain this centary a agly postive development, ed to some histone recallection of he comnrsins and riffing which this expanion ameliorated. This is suggested by the gener suppor for sre for higher wages. No populato having fought for generations increwe in thc pay packets i They to ive op all the mal strances such wager cepresent without sore erent nd pavyble eon, Alou new onsen mig nfl deco vote fra eet pole pry commie co ring ceicy prices the ony ean of elmianng dangerous muses power Salone Sich material sdvantges should no be confoeed with functional lf cleney. It is n0t that worker have fought for some basic or ecestary' level of atsioment afer which all further mates lions we spec os tho” wih eure wary more increases in wage levels relate today o ponies for olidsys, and 4 new diveahy in food, daching and bauzefaiises which, however Asal are ard wo deine in terms of fie baie needs Alhovgh {TOWARDS A THEORY OF CONSUMPTION 203 cry comtinves stabted (and indrd has recently clay cin) cote sch at Brin isnot (ene mach ght co be) he ain pene behind dems formate increase “fe comeocs i modern soy posed by the var nd bac ature of modern instutions might emerge more cxpliciiy ttnder toils, since many ofthe spore evident and in 3 05 ‘Mine enact socal ste would hae been ciinated hate the tegulaon of society fr the socal advantage andthe deniable Teer of sf. For thi ten, any soci rains which ean be ‘emi today avng ae apr the popelton's esponse to thee contador become of wil reer commequene When Consierl sv mel for posnbl secislm romero ‘Withn concmporay ‘Briain, emmple of + rebvorbon of resources bck from the autonoious sad marie sete rough © Sale sale communal or popular bodes which then dba them incall tay be found in Sere ccumerncer, Thee are ese of ere oc he la Greer Lion Cone tly resng« poly of purine edibuion, often to groups such 2 Elremelyordhodontprvettier of nor sons wo may be {uit opposed othe counes parcel piv persion Inde, edie hi eof all moder governmental servis. Bodies Such atthe Navona! Childbireh Tras andthe Hospice movement IRay arse atthe consumer lvl and ss to e-oret the impact of [Dndond sre ip the muro of gen consumer groupe. Ober (gours sacha the mines’ wines Commies formed daring the 53 miner snk wo rdinibce pple and Keep wp more, come from within 4 group sting in direct confrontation with the ovement of the vie. Al of thee serve to anon mele Froviion ito something pproprable on + loel level. These EEamples accord with the drial traisonofsel-cxeton eather than he impose or phlanropie autortaan image of were proviion The Greater London Cosscl was partclaly ncresing Esc ofan avowed soci body which presented an imag based on the iveaw poubildes of mun cate forms wach ar publie cterasmeat, ar oppoed tothe generally rather ser img of ‘Sl, whan ppt can aug dead 2 sion to mass Console ar synonymovs with mae Elm, The GLE sso made considerable ave of advertising, marketing Sn te soc f the make to ansform ial fom # popu {genuinely popular body, ‘There has been considerable ocrete in once wth tis aes of cutura/commercl acy amongst the rh ety a reed in the pges of journals such a the New Sol (ef, 1906 38) ad Mars Today.24 uass contunrrion Thesis cut pp erring os go of cman ence enh ro ee epee a ererenteed Seale eterna eee re ee re Sipe Sia omen eee eee coe, 2 relationships among people. The argument of the first half of this sop mee Te eee ite fat oe orleans a Rhetinke start may a om of ee “petals en oc dete cm ee Seger seme edo oe rac moms cereageppon epee pleas ety, Ta ema of mee ed eee, ore bees came carlo ae pd rig © Bese a Gee hs dre so me Me ee co rier defo ER Sere denates mie ped Sees corer ania be peteee institutions already discussed, such as the state and monetarization, Sooo cert hy See samme nse a are a SIS Sues fas res oe lr ee ee beer eepereeprered ue le om cheng wee uel» dias at trate pounce mae omen ae eS carve ae re Maconngon ma been ae nena a erect raceme me cepa bet peel deren eed poe ay eb Se ps eee el op erode a Sie ree oe ett senate Steeple Re ce ii ot hs wee segs ose ‘owaRD$ A kxonY oF consuMrTION 205 Athi form ofthe xtigue of fisiam, and she most preci that dvd from Mars oil ss of the em in Capa. Mart totel how both the arto ofthe pole economy and the Tepe of Bsn 4 rca fom of epentin ded ‘nuke te manufactured obj sppean not as he work ofthe people, ‘uta anata form confronting them only a x commodiy tobe paral ‘y time not fet ll rom he uments of Macs alin wetngs a explored in caper 3. Marx lor bowers ns ne wth mine Sh robles of epresentaon were ony arsed with he mechan eof casa the manne in wich ad reproduc interes There py prune cn fas en rot sie of poten commend selecrenton har m0 y towards the per of sonar. Fundamental colic of mere ‘rtwen scl canes might lect snalogous conc athe way in whch the relationship beween goods a pope appear fo Much of the evidence presaed ln tna book huggens tat thee fs Commonly 1 dove eatonhip between possesion, he consacon Ff es ad he ederence crease valet Ts wget fam tnt depen with expect to goods noua be judged rere Io of py resort dent ofthe per grou somes, inv pare, Yorouph hs suction wit parca emt, then the inahadsasIulieywallord tore ens recs rely on what ‘ay befor thm a dso pit beeneen deed set ideatny 1 heir acl et profcton-Such coe alton between oc {oup and objet potion x enoorged by advertising sod design Ce" Dyer 180 Frey 1965, one of whose sims to rete Soprecedented desires Inthe conte of prevent equa, with ‘atgeal dstibuion of goods and uneqel scent, forme of ‘alogcal conway these my eacrbate dss and aus diferens “The marcy hich night work to expe general consumer dese ina poiin soi, fen doc exc we oppo today, shown 6 thereof medi such ms newpaper, which hae demon. ‘ated tha the inporeance of averting reveae een bass fa Four af te weny, whore views te diproporiontelyeepe™ seve (Caren 1986) At presen, some ner ae consume 0 Sgr gener exe that oer, snd tr ieee se hecore duly represented Ths compounded bythe more abe infience oF idecogy dacsved in bape which eines ht hse goods Stemade cording ose perpenes a meres which eu it inner clue comaracted for one group nthe age of tt feypily oh deimor oe Tn ett ibd tsa ack of sent he ann of objection206 ass consuurrion shame en of er at Samira keene ered Spey a ine ee coer een ee Rerelemca cncoummn he i her SeSIGA Ey tothe emacs Se ee ce nt sider core eo nee fe ee a i op cl on cece erin awh el a ee Sescmmapel i a en eo son eae pe py hi Sr creme Benet ce ng thi el aed PAS Se See are eae oe eter cei rly fc Owes ipcinzcet iecaaueg tae emer Scceleni mae ecg, crm ie Sree ect ie pee stepcpemige one one oe in ae oe reeteeer a erm carn en bey ‘tana ete ee oes een cer pel eae oe Sy mpape sae me feral ye ree, Fags rane canta een ee is chat they 5 two narrow an area for what goods do, mainl sees Pee my ta et may eee gen nie deanna see ees Learning fom Consumption Practices The sch o Romans foi dein of she mundane and tained prices of everysy. He cold cay tant into an sleratie Romantic abou modes consumption always {o ene inalnable highly sociable communis. Clty in wou bea waveny of the socal elatons observable slay, aad would ‘ignore ll the wes of goods for oc oppretion dacneted in sh ‘Jowssos A nizony oF consuMIrioN 207 del by Boi so cone Mais Teagan he fea progesive nporsance of conrumprion i one based on 4 Eftoncal tendency, as over ahe lat century. popalaons have sterpead to overcome te problems of indi soiery bute not {gene desipton ofthe world odny.Suchs Romania i besed ‘the assumption that popalsa i Fight simply because it comes fom the ms popusce sod gaorer the cer sbligy of ass trovement co favour ans poles sich os fascist, oF sel Tsai pte paces, At ltr level, ths Romantcon may lead oan undiferentiated atest of popular cares iinscally este (Willson 1986) sn ards which leer no oom for Principe dscrinnaion The problem it avoid exher «Blanket Sondetnstion or Baketpoptsm, and ists to investigate the hey {Ste of what condos Sppeat to generat proprenve reer cnmompuon. It i evident from clampls aesiy given tht such fendencler maybe idenied ia some aipecs” of present day Consumption atviy, and these might provide iosighs into the ‘Sri by which popl re able to resoeexuaize curl forms. ‘The lms to phileophical snd theoreel. dscusion ‘of these ‘salen he ee nih wht ober Sica socal theory appess to lead only to'an extreme relavon, SHhilam, aod antchunanim. Altioogh something. of this. wend {Ierged {fom a pateslar branch of social anthropology ~ that of STacal —fosna nopolagy may prove t mes of ‘Sricntng soci sala rom thr sendency, bern of fe comt- {pentose observation of very hatha practices the bai iit generis, Sino the word of practic refuses the spaation of vals and Inco equed for te development of mo economic theory, 32 aprwer othe question ofthe conisons favourable to paar Kids ‘of consumpion i bes searched fori the same azea 10 whic any Spc dev fe wl nye ed iv 3 may ‘Etincions which ae clety of cruel importace, Bur about whic tee know realy Hie inter of thee scl impact. The example [he dsncon between te allocation of eres by the sae nd th ln priv prne be sendy ben nose Be te ‘eiey few stad of long ter conumpdon and i place in the Sonstscton of culture, edict ake ssoune of sch pce inh devclopment of planing Ths detesency of moder demi comer nll ore ase te dene ito move toward greet, Felnce on planing ss pre of some varient of socal sci. ‘Sue sn stroplagy prnuppncs hur me rgad the ais of everyday fe a for of pros; tht iy a working out of208 suas contoxerzon pPilopic ceudruns by oer ran, Ti inning + Rope loopy pind nae pt oan aati clad in nda ee a Kerersrrdlesmer dion deensraeenstg poy oe coleml a tre nenepineg eee Coarse aca ee Srv ead nbn Bem (p00 hell he ogee aS ‘Compared to the purty of theoretical academic positions and ico, Se polos 2 here cecal es Sores Kind maski chee pres ne iP pee mucha bar eel ee ee sc Send Sn Sinn epy ae snd lonaeon tne nat Screed ory Smear rain nee thhcwe "peal ain lcm pf ie ees a ‘Tyo com yee’ ot ey coe se es armed posi, 7 Behr so et cart Pops a pce way othe pone and mance of he heck conecbooy mee cheer ae J ae Sd ans oe a Sa Eel he dona ary great ped omar inulin rece Yo Seam a tar ay, sap nay hs tl ot gear a ‘trai Sere enna oa ny Seal wel cece alse ir rere SSE Toe aed eal tee Woes ae ae ry ii edn Chet uel ake promot fing which rove forthe eta of iy he eaters Ey ince oprang ion vate yo tie Rok as itciolndlal rthings doe secon ed tags est ‘Sleep tude terse eter ot Sere nlamian acer nana or sor Sulbele coneled sree sree ht een tela emily uncle sper Conan ooo ed ae ‘age. ne . 2 le qusion of whan by ch nose gh ny iol ad ions spar nage a Compton al clei we tte Sat ponte eer omnetMc od dl or eee SOOO Seta at lg a an: ‘owaxos A TazoRr oF consunrTiON 29 cf sexing eras oly (ne ep n y 190, Shetaprbas sheeld be tested with some caution. At indicated in | hr Sein yan st rap oF Coogee epee ee opine eariene stanton aloe ett ditser on te aay FF Sooper ee pe a et atone na fom a ae gen ath of cn bu bre St ie Eee ft ds ad hh ee ok Se pe Fe ee rn manne Toape wil Gr edsibusnp retour Nor irs cement of Sr ay ope of eelang: tau bd a Scent AST Sheed bp tema 8 al co ee) EE cay Sere pepe rer CaMartc ne tomaly pecell a nselng ely So Soren maar flee econ Cae cay latmeny fescue Thee Se se Se a ae oe Se ell craht vatbe act Sipe ne ee Boreal ccm esate! Dette ee rT nl A rae cnet deel as ne hin ele ya vege Scoclanaistin sod cotumpon wich re horned fo ee See a caylee of laon ea oneal eo Sens reg hm, Se sd de went otal ee cee eae Se ee en en panel os oe Sa eins tn of foi prs edn ere fetter tec Felon arian yeep oy210 ass consuMZION rel bnds dfn eT ng oa nen ie satin ch Teta fa pret ie Sree eaea arn rn pra eee TST tee eam nel cy a oe es ro eating Teg epee Tet ope eed fn gta oom mene mt le Tree ipa one pene ere re oem comune ponder sy cn Se epee nr rin er eel sere ef SE et ems ae Sine stg aaa Seles arene mare ha coy wo ne Cah hah ila arden, ee, Be wes Sea ae eles rk ale ee pe, Sema ee eas ee og Pain Ss a eet arent Sat eect tase: To Shem meme cen eed ie roves eee Siem? pb tm ge ol emcee pm eee acs cg ec Beh tee St ec eines Shea oy Ae rome on trie Poste oem titers eens fea ? Temes ep ACT oa aaa cata ier tae cree nl een Beye ey cn et Senge at bem stp onl wah cen PT pare cemented of we hope fan oe te eden deer EShied Sng icant ring penne eg meee Seiten! men lan py cnet by sate Diag hort OPE Sem Recaro, Peseta inc scam ma a res te ‘TorARDS A tHtORY OF coNsUMETION am image of pation callie acon, 4 meant of emancipation. Intad, Sure bas Been 2 growth or torn of the emallsale, Houtholdbased nintpes of obuning and depening resource, ‘hls tas alo bens der rend inthe economie stretare oft number Foci ter (Nove 19), el eds oven atc lerel of foothold crpniaion n'a manne emparble ‘ith eters pring citer colecve bucercacy or vats ida Gor the all-eaielevel of organist i eae “An important consavon from Fab erence (194: 317; abl and Wille 1) nd af otha working onthe nora! eooony fe Mingons 1985) tat sl provisonng it not an aerate (Scrip which rune nay bei Sd i oy salable so ‘Bove who have aba level oficome in the st place. As ares, there developing s new polation been hose who. ar Eade bth wr sd nfomal sk grofacin, al tie ‘ithout resources tobe involved i eer. Thi suggest dat under econ aca dept ope sono, Eategis by the majoriy is often supported by 3 worsening o ondins fora lrg ply oppresed nor. Consumption i by ‘Efnidon conceal withthe lation of rerourca; ot Slteratve iru arena which compensates for thr abrence- Aa “ncovring of the portve potent in consumption should act {Ecos ron the toggle lsat poner and nega. On the ‘Surry what bs ben inited upon ht is abr tal forthe ‘dof povery and simataneouly imply the this would repeeent {hecnd of nent. Consumprion a portrayed hers nt area tp s simple “enone wordy bot + highly sophnceted Ror Svelopenese predicted spon the aiclaton between sal: snd ingest spheres of involrement. 7 evieace ay be ed orgs pote alance Berween a sxrong sat whieh ight etrvene to care some lee of equality {nd preserve pul conol oer major raparey and sever eh ‘Stequrage Henly and larity athe evel of eosumpton. Bosh Sed to be tronger snd the condition forte sengh fone ithe rer ofthe ober, abi covert res he importance f primary Feldwork in order to provide polcymkng with tnight gazed ffom the acl pracets of th poplaon the mre He oun, with ction, wo writers who have started to move fom Fess owe omni pi ey oman bat nwo appre tat one of the major reas forthe preset importa ofthe bows is hat tit on ofthe er of mer, ourumption where dese acide, ax souch sz diferet Kinds of ‘employment, are arclsted (ce a0 Young and Willot 1973).2 sass consoerron ble wich tie om hi ee onthe Rul nce he daopr fs to tan egy (Sodnd 9a seat Seaah lage ta Armorepeodeccgapy Siete isda de Asee ae peices Tien die tar ommrscto ag ee Set camp eciee b ceases ae ‘ole ore abe cen Pep Sepanen ie erin ett 5 “iri of snails wel et res meerl tho cn be hare ol omens ae Mordandsolmpistcn ne were Set Se ee ae ea septa ene Sghacttied mains de mate See a Sel Gerrans eee il r terioe is Seni be ese, nun of ftps asm’ dvs yourel bone bod sabia” nud of irs Sen goto oe ior fen conplonensectnoy-py aici ee Srieigepctle nntrceeecareeen een ihe tel tenses inpers wc nk pry Krevg ad Sot-yecrel gh nied nan erigind eoyornel Beep cel Sag thy gota oe wd elt a RiocheceliontS, Reenter ee Teepe tacgmnaecngoan cemrstet ince ohare peredeg work ad eae mae et tee vee Wala ee cht oem Ty ae elusreconnpton cerned fal ter Cetin enaafasteeupagemrta ey eat inten sc coun ir ger nae ak wil ie pent te apegn, Sutee ak ee ae Wgistonenest sek ence wie tac 1 cipiaoat nr e ier bl os my ee nce Te eee Kobcemons ks for pou cet es oe roel whi ad oc nda its cone ml Bisrand rs Sackena pe as pee bis est woul Sento ber dee Ae bee aad pt Coe Tire ney cr eta amen eet the or sell alter ata ceed production by the microchip appear largely to have followed, rather So eed hae se po elas an moa fils nt tale esc Dian ‘TOWANDS A ntzoRY OF CONSUMITION as sven pe ee pote ne gi ren tee tec e a ney gece eee cee en Se a eed epee Sees fencer ee or Tiel Gy (gr Ene heel a a ial enero be a Fn Te a uh rh eee eure eee a lr eh ena es dee de Need a St ec re RR et cn Caen ee ied deere ania ta ear alee Shepp et ek read Saicatespon ee neem te Se stun endl wa se et ener err en pen ee este: Ee eae iy Bien ee ne oe ap nee lon Yee ei eae ee ee oe ne ee er Fn ec ny one ty SE atic ern a A a ete el ert ea ee pfs gee SA na se en Tate ee cain eigen Fanart es erie Tn per 9k gem le eo Rotate, oes ba a Sie Once al vhartsasattnthn see ee onda he Fe ee ain cote ec a ll ay So igen pen ep Toe Serer pe nll ol ete ES ore ceed ea ae Hp mee ta fae ms Seed le oe a ee ee Se ee pes fon al et ston Ska ass consunarion reject are not bet stutid, however, by stating with the social Eahideasnce mer ra ure so empl tt en ts sroas parca and possibly contadcory secs of te oe lndividuls, and is best approdched from the falta! paces Ahemuelves. Given these characteristics, enogerpy spt Selma sary mctodsogel pon Conclusion this book, 1 concep of objection, somewhat violent) stvraced from Hegel, as been vied to churactooe seated ae itia the general problem of modernity. T hae led from the themes ofthe Phenomenoloy of Spt paralar hare rand towards an increing abuthcion, but ‘bes apecicsy following Simmel, have argued th hs trend has one of es mo prominent forms of expression an increase in muta forme, Conzemporary leis sated no: only ina eras of sugges besree freedoms, equlies and competing came towards oaly, but more local wii he concen of « qanaive advance ine mae forma ofcaltre in almont al conn, erating s mave ceesea orld whose intemal relationships and aoe inplesions we ‘trendy comples, The Romans ion dat the sais sae Sogesty lis in simplicity has been ejected. Rather, the emphasis hat been on the natre of culesre a+ rinsially comedies ontadcion which ie unreaivabe. The problem has Seayte lucida the historical bass of this contraicion and is comemp ‘ary tate, attempting to show how ies grounded fn he 1 Hess nce oc oie ode or une ing’ process of development which taker pace with condi f conan He aed «cnt pont ‘ecieal sel crenton through objecifation and sblston, chon Sit sei ante a th nace eae eae sonserction of clare, but the subjects of history bad always os pre teas rom th econ forty ‘whose te-approprition was the means of ther develope Heed fav philosophy and comprehension ache means of bla; be howeves,the emphasis has been on pans tats mater sei ‘oF sates based on objective condos Toner to achieve his ain, thar ben gud thats posible vo msi» ciel sace in Felton tothe mast goods whieh re produced by modern indy, and to tick the contbucon of Present relalonsip inthe pes of mars production snl pony ‘yowanos 4-mitony oF consuserioN ais re einen eee ae Soa ln te ned enn 2 rhb acl eel mar ae Ea ad een, ek CIT ap lta ey er SDE 2 SONS Si Fey ny sto see we saa rie af ppc SHE ties Sey eqhohine oe pe re a eet eee Eis bel ono Hein elle Scan of gy. an ese ec Heat freee eminent ont ae oe i ae a oben Leap er Mele our a anion ed rey oc a Meo ahem a aes dees Soe oe Semeur rare ea ftp ky mc er SEE Se gan a pe fel Pola oe enya oy tr age ty a oy ot a ened ey ch ae ay, Wey te ie pion fe we trea ok gh cle tm ply eeiutite Roky tle et oe Tate ee Ne inhabit wane sot ol tale bop bones eae er Et ope eels Hepefewle ele Ree eb Ge hee mde aa ee tee ere of eo fig te mh di dy bop Seelnseteatte fee eaiatee magepae Sat Tidy ty ppc possi oy rece Fad ron tne ho eed iy peda caper) Cee ee eae gly ak meal ee SESE GeTEetag ln a cones a ee etc! easel rae ‘Sip Swen data nd onempon he ee ‘ghey alent ms oreo sa tin eed mel eeaped hs cs bad on ee aman ee me croctad Snr dacipton of216 uses consencrion prc Contrary instances nary bound. What at ben Shows, however, is hat there is evidence thet. consumption is 13 one of the major str though which the neseaary sutononyof te objects of commerce and of he modern ste might ibe made compucble withthe speci demands of dynamic socal soups. An analysis of consumption may then once more become + el theory of the sats quoy bet ater than through ‘opiannm of sbiliam, this wil be schieved through the deed taht of, and. dicenaon between postive, sad epatve SSedocss fu cenomapn crn ode precede ‘otherwise iferale condions ofthe cass inequalities of come proay socey Tollowing Simmel, i has been argued that the trajectory which leads © modernity has revealed with parcular clarity the entrain ‘ons inherent inthe pres ofebetfistion. The genet cains of the Ealightenment, the development of is mode of thought and Sctvg and the material advantages whic Have been crested through the division of labour, iadusmalsaton, the sch for objective iene and bernon fro customary ts, are all cepted ie ixosedl developments, which cannot be oct by ‘pian wotales The development of strong sate which lone cau rovide she insrument with which social agents might bring sbout the Ponies of equaliy, and. which can control those forces in ‘derision esting oward ntonomows inte sd relic, i seceped, while acknowledging the sates own tended i is diction. \ ‘The nazare of sates instiutons, their rasionalinic, quantitate, sbstraced orders heir sede and thes endeney to rele to partesat Incres, makes them an eternity forthe mss population which caanettiply be concepaally sblated though some form Bt ‘icticadon with cel cantrecson, nthe onal Hegelian snk ts as been semper some vuln sen Real ablation Ee sire at trweh sna mai pai by wi rely participate in the Teppropriaion of their clare” 5 onscioutnens, sf knowledge Sout the proceses of objection td's progresvephloopby or poll slleance are nor enough ter dot ecole fbr of te eaten bya sy the’ advasages and. profs of mass proucion, or + degree of paripaton in the postal proces of adjuicnion over the Becton of utr hol einen temas far from achieved 8 preset, and remain complementary to the projec dsased here. Oberiion of induced soit reveals eae by ae mas popolaon for oterinsroment which might at ‘TOWARDS A TtEORY OF CONSUMPTION a7 aly w neque sonny ad eof Kine Kr Soper ein spec fe vey may of rine ee sry nck eq er ‘2a, dudaton nd Srdopment oe en nd oder ai reer desig of thet sah on py sa ayer oe eon oe us od oot Sa aaplgy ne component men er, wh ee shee eterna {Tbe en phenomens of he moder gy hat terial cole.References Abercrombie, Nj Hill Sand Tamer, B. 1980 The Dominant Ldeology “Thee Landon: Allen and Unwin, 178 Soe al of Caplio, London: Alena Unwin ‘Atthumer 1 1969 For Mare. London: New Let Books ‘Radeon, P19 the Tracks of Hired Meteriiom, Londo Ven. 1904 Modena nd Revol New Left Reine 46, 9-11. ‘Andes L979 Tenor and Torn Pa, bondon: HMSO. Nope te ens crn pce in A Appar ca) Te Sal Lf of Things: Commodss i Eben Pepe? G Eichedee emiidge: Cambdge Univesity Pres, Fess ‘Arto, A. 1974 "The nerdeale defence of subjectivity? 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