306 - domestic spaces
The home and the household as a cite of consumption
Sight where identity gets forms. Decorating homes symbolize their identity.
Displays in certain ways
Habits and routines get developed in the home and tie you in as consumers
Focus should be on things that taken for granted, what we unthinkly do such as
rituals and practise in the home
Routinization of consumption.
Consuming technology in the home, homes are now made of technology
Comfort, cleanliness and convince are dominant Values that script home life
Why focus on ordinary technologies
- if you only focus on the visible and fashionable then you miss out on everyday
life. Not everyone thinks about fashion and distinction everyday. We are more
likely to reproduce habits and routines that we are accustomed to. How do these
things become normal?
Radical changes. Our expectation of indoor environment should be like have
changed. Eg air conditioning and heating as the normal standard of living. A set
of changes and expectations that become taken for granted as normal.
Bathing and showering habits have changed. Becomes a new standard of living
Convienence- things are expected to be convenient.
How is normality organized?
Based on dominant cultural values - comfort cleanliness and convience changes
how we consume domestically.
Explaining domestic consumption
New trends. Specialization. Social comparison - can others tell if I showered? Do
I compare to others? Novelty- what's novel about water now? Not a new product.
How do things become invisible and normal that we don't even think about it but
we consume them in large amounts?
Why is it normal to individualize washing and cleaning?Technological change.s
technology is now person
Why is it more normal to wash daily not weekly.
Why is it normal for air conditioning indoors?
People don't want to adapt to conditions so they try and change the conditions.
Eg heating and air conditioning instead of adapting
New ideals of cleanliness and new ideas of well being.
Comfort- well being, contentment, laziness and being in the comfort zone.
Meanings of comfort have changed over the years
Humans have different relationships now with the natural environment, we try to
master it New technologies to maximize comfort
Changes in expectation of indoor environment.
Comfort has become a commodity that we can buy and sell. Furniture and places
are now designed for comfort.
What is normal seems to be universal, the regulation of temperature.. It's
standardized and assumed - room temperature. It's now a norm. This is an
outcome of scientific experimentation. Comfort is different for different countries.
Eradictation of difference. Now we don't have choices things are built in. Because
it is part of conditions of new living the body now adapts to. Eliminating choice.
Eg cant change temperature in buildings.
A culture value of comfort that can't be chosen
Increase in water use in the home
A moral problematic- guilt and shame, conformity. Due to issues of public health.
Cultual symbolism and significance of cleanliness. Dirt is defined different in
different societies. Dirt associated with danger in our culture. Breach of moral
code for those who are visibiliy unclean. A threat to