We spend more time shopping than doing anything else, after sleep
and work. So why is it not taken more seriously? The answer: we
take shopping for granted. Indeed, culture can only 'work' by being
taken for granted. This paradox - that what is most familiar, like
shopping, is also the hardest to 'see' analytically - provides the
starting point for this compelling examination of the many
dimensions of the shopping experience.
"Shopping" enables readers to realize the significance of their
shopping memories and milestones, how the rhythm of the day or week
revolves as much around shop opening hours as working hours or bus
times, and why Mayor Giuliani was right after 9/11 to tell
Americans to keep on shopping. From an exciting cultural
perspective, Jenny Shaw explores how shopping is viewed, the
history behind its 'fall from grace', its part in the common
culture, its role in helping us craft new identities, hold on to
old ones, adjust to change, and generally 'hold us together' both
as individuals and communities.
Students of sociology, anthropology, social psychology, media
and business studies interested in culture and the everyday world
will be gripped by this engaging and accessible guide to the
meaning behind what the ordinary shopper actually does and why
shopping remains so popular despite social and cultural
changes.
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