books@cc.

Bookselling and the Culture of Consumption
by Laura J. Miller (2006)

Tracing the history of bookselling in the USA from the beginning of twentieth century to the era of superstore and amazon.com, Miller explores the independent-chain dynamic in a business that is fiercely conscious in its perceived status as an agent of cultural and human betterment. Although critical of the “corporatisation” of superstores and chains, highlighting the deeply ingrained commerce (profane) vs culture (elite) status quo, Miller debunks the common (often hyperbolic) sentimental myth of a “bygone golden age” (where those in the business are presumed to care about books, not the money), while also pointing out its assuming, almost elitist function as a mark of intellectual patrimony, differentiating the “gentility” — higher in their learning, aesthetic sensibility and refinement — from those further down the social hierarchy.

Certainly, tremendous changes in bookselling organisation and experience have taken place over the century. Miller examines the gradual changes of bookstore’s initial staid, sombre reputation into hip “populist” leisure: various precedents for the today’s bookstores, from the popularisation of paperbacks, books sold in department stores as “loss leaders” (items sold below cost in order to bring people into the store where they could be lured to more profitable purchases, especially noting Macy’s in this analysis), bookstore enhancements, promoting “community” and “entertainment” as their slogans (bookstore-cafe, book discussions, author signings, workshops, literary theme parties, and storytelling hours &c.) that encourage customers to stay awhile (and spend). Crucial to this synergy is the integration of book itself into the interlocking entertainment industry, from the Oprah’s book club, radio and television publicities and media-crossing entertainment. This contributes to the change of consumer choices from paternalistic recommendation to one that gives the appearance of consumer sovereignty (shaped by invisible organisational arrangements such as wholesalers distribution, promotional and marketing strategies &c.).

Towards the end, however, Miller gets rather tedious. In spite of her conscious refusal to fall to the standard, indeed often hyperbolic nostalgic rhetorics of the independents, Miller, as she’s admitted, believes (and tries to convince the readers) in taking political stance in their book purchases, i.e. go to the independents. Ultimately, she ends up rehashing the same points infinitely, which I think would be better dedicated to deeper examinations of the “invisible organisational arrangements” (elaborated rather too briefly).

Tags:booksellers, bookselling, bookstores, consumption, social science
social science

March 10, 2007 @ 9:05 pm