Currently reading: The Value of Things – Neil Cummings & Marysia Lewandowska (August/Birkhauser, 2000)
(Part 4 of 4)
Part Four: Culture Industry
Here the authors provide an critical account of the culture industry. On the public and private faces of the British Museum: “Although academic research allied to conversation is still at its ideological heart, the policies that characterise the Museum’s attitude to the public appear to be driven more by principles of leisure management and crows control than by an ambition to educate, to diffuse the knowledge amassed at the core of the institution.” (p.175)
“The Museum’s interpretative drive stunted by [their] obsession with dates, provenance, authenticity and cataloguing and by inadequate funding.” (p.181)
Their recommendation is to theme display artefacts through use rather than provenance to “break the stranglehold of chronology fictions of chronology, order and evidence.” (p.182)
The side note on the ‘Treasure Trove’ principle outlines “that any article of gold or silver recovered on the British Isles that was buried with the intention of being recovered, when recovered, becomes the property of the crown (although an appropriate market value is often awarded to the finder by the Treasure Trove reviewing Committee, advised by the Museum staff.” (p.184)
Merchandise
The British Museum Company (BMCo) is “a (separate) marketing divisions responsible for the manufacture and distribution of a wide range of souvenir, clothes and postcards based on the Museum’s collections, either through direct replication or a more allusively-themed relationship.” (p.185)
The Facsimile Services of the British Museum “created replicas of objects for other academic institutions worldwide, or on request of private individuals or, increasingly, trade customers.” (p.185)
“Although as a public sector institution, it is forbidden to borrow capital against the assets of the collection, the Museum is nonetheless engaged in turning that collection into a revenue stream.” (p.189)
Labels
“Things as commodities are themselves empty of significance. As a consequence, a vast superstructure of images and documentation, information and commentary has grown up around objects to locate them amongst ranges of extremely similar things.” (p.185)
“The superabundance of objects initiated by the wealth creation of the 1960s intensified our reliance on labels to identify the ‘marginal differences’ between series of what are essentially the same things. Superficial differences are now all we have left.” (p.189)
Leisure
There is a constant argument over the amount of contextualisation the Museum should have. One side argues that didactic material hinders the pure aesthetic experience for the more educated visitor, whereas for children and tourists, more information is necessary to fully engage with narratives not available via broadcast and promotional media which is only through HEIs. The problem their identify is a lack of access to education. (p.195)
Upgrade
“Value can no longer simply be expressed with accumulated excess of labour, an excess of ‘stored’ material things.” (p.203)
“Nothing is intended to last; everything must be able to adapt or be disposable. […] In a networked electronic economy, knowledge is the new source of value; not to hoard – as in a material economy – but to share, sell or reconnect with other retail sites.” (p.204)
“Connectivity increases the potential for extracting value, as every node in the network becomes a route to other multiple points of exchange.” (p.205)