Currently reading: The Value of Things – Neil Cummings & Marysia Lewandowska (August/Birkhauser, 2000)
(Part 2 of 4)
Part Two: The Store
Walter Benjamin recognised arcades as miniature models of bourgeoisie world as well as birthplace of modern consumer culture. (Dialectics of Seeing by Susan Buck-Moss, 1989, MIT Press) (p.64)
The conjunction of the miscellaneous arcade and multi-floored shop produced embryonic form of department store.
The Bon Marché model (Gustave Eiffel) fused the otherwise separate functions of wholesaler and retailer – and occasionally that of manufacturer as well – so that the store was able to ruthlessly pursue the competitive advantage of lower purchase price.
Bargain
“Value judgement that something is a ‘bargain’ could spread from on-sale item to infect adjacent items.” (p.68)
Browsing
The establishment of marked and fixed price eradicated time consuming necessity of haggling. Fixed prices totally reconfigured the circuit of consumption. (p.76)
“Floating free from any notion of necessity, objects were no longer anchored by their ability to fulfil an identifiable need; instead, they became tokens in the games of desire played by an increasingly sophisticated young advertising media.” (p.77)
Exchange
Exchange is a fundamental concept for anthropology. “Exchange is the mechanism by which objects are acquired, classified and displayed; it is the means via which economies are made visible and, simultaneously, gain a emotional, monetary or material texture. Exchange is also the means by which values are distributed within a society. Although value is an abstract concept, the slippery nature of terms like ‘beautiful,’ ‘delicate,’ ‘expensive’ or ‘disgusting’ can be given form by material things. Unlike colour, weight, texture or, occasionally, function, these qualities are not properties of the things themselves, but judgement given form through the objects.” (p.66)
“Modern exchange is not materialistic. it is not objects that people rally desire, but their lush coating of images and dreams. Exchange helps to animate objects with value.” (p.76)
Reference to World of Goods by Mary Douglas and Baron Sherwood (1979, NY)
Collision
From 1960s onwards, “The imagined mass of ‘mass-consumption’ had fractured into lifestyle clusters, groups with requirements that could no longer be responded to with a rigid management hierarchy or single exhibition strategy.” (p.114)
In 1980s Britain, during the course a single decade (Thatcherism), state supported cultural institutions faced greater pressure to produce what their audience appeared to want (‘your visitors are your customers’), but without the imperative to educate, merely to entertain. (p.116)
On the convergence of the museum and the store: “ Increasingly commercialised through entrance charges, branded exhibitions and the necessity of wooing corporate sponsors, museums were forced to justify their funding through grants with direct references to audience numbers and educational programmes; to become more ‘rational’ and accountable. They now marketed themselves as ‘heritage’ sites, as quasi-theme parks, full of ‘interactive’ push-button technologies. Much was made of museums’ revenue producing souvenir shops, relaxing cafes, corporate opportunities, promotions consultants, ‘development teams’ and retail tie-ins.”
Browse
The section Browse pairs/groups photographs of museum and store objects.