WEBVTT Kind: captions; language: en-us NOTE Treffsikkerhet: 80% (HØY) 00:00:00.000 --> 00:00:09.800 I promised Giorgios who is having a knee injury or knee operation or 00:00:09.800 --> 00:00:15.399 something today, he's a marathon runner I don't know if you knew this. I'm sure he has maybe told 00:00:15.399 --> 00:00:20.500 you, but he's a very good runner and have some thing with the doctor so he couldn't make it. Even 00:00:20.500 --> 00:00:24.900 though I don't want to record actually the lecturers I'm making an exception for our glorious leader 00:00:24.900 --> 00:00:26.700 Giorgos NOTE Treffsikkerhet: 82% (HØY) 00:00:28.000 --> 00:00:35.300 because I want to have I want us to come back to this strange thing that we've 00:00:35.300 --> 00:00:39.000 been doing for a few hundred years which is the physical lecture where we see each other face to 00:00:39.000 --> 00:00:45.800 face, and I can also interact with you guys and also to have this as a live thing is a way to 00:00:45.800 --> 00:00:52.000 underline something that I actually very much believe in when it comes to study technique is that 00:00:52.000 --> 00:00:58.600 I want you to be careful not to become NOTE Treffsikkerhet: 91% (HØY) 00:00:58.600 --> 00:01:08.000 human copy machines, because this is a very easy thing to do when you start to study is like you're 00:01:08.000 --> 00:01:13.800 thrown out in the deep end of the pool and there's just like consumption, commodity, fetishism, 00:01:13.800 --> 00:01:20.100 alienation, dis-embedding all this kind of scary stuff and then in order to try to learn to swim you 00:01:20.100 --> 00:01:27.400 reach for some some kind of inflatable thing and that is often the the notes okay so I have to make 00:01:27.400 --> 00:01:28.550 a lot of notes NOTE Treffsikkerhet: 86% (HØY) 00:01:28.550 --> 00:01:37.800 at least I have that so that I can be prepared for the exam and maybe even have like now a 00:01:37.800 --> 00:01:43.000 catalog of lectures that you've stored on a folder on your computer and you know that you can go 00:01:43.000 --> 00:01:49.300 back to that catalog and listen to them because then you'll understand, and I don't think 00:01:49.300 --> 00:01:55.600 that is a good way to study I think we want to encourage you not to be a human copy machine and 00:01:55.600 --> 00:01:58.300 rather to become people who think. NOTE Treffsikkerhet: 91% (HØY) 00:01:58.300 --> 00:02:04.400 For that to start to happen you often have to do something which is a little bit scary 00:02:04.400 --> 00:02:09.800 which is to take a little bit less notes, and also just listen to me as a human being and interact 00:02:09.800 --> 00:02:15.300 with me as a human being. Just like someone who's sitting down with you and talking to you about 00:02:15.300 --> 00:02:25.600 something that I have read and then you talk back to me or think with me, so don't make too 00:02:25.600 --> 00:02:28.500 many notes it can often be like NOTE Treffsikkerhet: 89% (HØY) 00:02:28.500 --> 00:02:34.800 grabbing for crutches when you have a little foot injury, I didn't even think about that 00:02:34.800 --> 00:02:38.000 reference to Gergios now but NOTE Treffsikkerhet: 80% (HØY) 00:02:40.100 --> 00:02:49.400 so please I hope you'll come here for the final half of the semester and ask 00:02:49.400 --> 00:02:57.200 me stuff. Feel free to interrupt and shoot me your questions, it's a little bit of a scary room not 00:02:57.200 --> 00:03:04.400 only do I feel like God but it's also like so huge and I wish we could all sit here in a circle but 00:03:04.400 --> 00:03:08.350 we don't so I know it can be a little bit scary for to hear someone talk for so long NOTE Treffsikkerhet: 85% (HØY) 00:03:08.350 --> 00:03:15.000 and then you're just supposed to shoot a question back, but I'll do what I can to make it feel a little 00:03:15.000 --> 00:03:24.450 bit less awkward if not come up to me whenever or shoot me an email. So everything is still fine online 00:03:24.450 --> 00:03:37.200 let's check, chat yes. Alright lecture 7, this clock is not working that's good but we're 00:03:37.200 --> 00:03:38.350 talking about consumption and I NOTE Treffsikkerhet: 91% (HØY) 00:03:38.350 --> 00:03:41.000 think before you NOTE Treffsikkerhet: 77% (HØY) 00:03:41.000 --> 00:03:50.650 What did you do before you came here? that's what I thought about when I biked here. 00:03:50.650 --> 00:04:00.600 I think we've all been doing two things between waking up, seeing that the sun is shining thinking 00:04:00.600 --> 00:04:06.400 today is the first day of my physical lecture in economic anthropology with Ståle "yes!" that's of 00:04:06.400 --> 00:04:11.500 course what went through your head as you opened your eyes, and then you did two things if you NOTE Treffsikkerhet: 86% (HØY) 00:04:11.500 --> 00:04:18.250 a little bit like me or if you're a normal human being. A: you got up and you stood in front of 00:04:18.250 --> 00:04:26.200 wherever you have the clothes and you thought what am I going to wear today? maybe you thought about 00:04:26.200 --> 00:04:35.900 it yesterday actually, but I think someone agonised in front of that choice others were just like 00:04:35.900 --> 00:04:40.500 okay I'm putting on this, but we all were faced with that moment NOTE Treffsikkerhet: 89% (HØY) 00:04:40.500 --> 00:04:47.000 where you could have gone either way or it could have put on whatever and you put on whatever you 00:04:47.000 --> 00:04:54.200 put on today. So you made that choice that's one thing that you did today and secondly I think you 00:04:54.200 --> 00:04:57.800 went for a cup of coffee, most of you. NOTE Treffsikkerhet: 91% (HØY) 00:04:59.400 --> 00:05:06.600 Today we are going to learn a little bit about what it means to take an anthropological look at 00:05:06.600 --> 00:05:13.300 those two things those two processes and I want you to notice also something that I thought about 00:05:13.300 --> 00:05:17.300 when I biked here that immediately that this is NOTE Treffsikkerhet: 75% (MEDIUM) 00:05:18.200 --> 00:05:27.500 quite a faraway leap from the Trobriand islands okay we're not we no longer in the trobriand islands 00:05:27.500 --> 00:05:34.100 were no longer trying to understand about what all these faraway people are doing with shells and 00:05:34.100 --> 00:05:46.200 necklaces were in our own bedrooms we are kind of in our ordinary choices working with 00:05:46.200 --> 00:05:48.700 topics that are incredibly NOTE Treffsikkerhet: 91% (HØY) 00:05:48.800 --> 00:05:55.900 Common to ourselves and of course what's going on in the trobriand islands and what's common to 00:05:55.900 --> 00:06:03.500 ourselves has very much to do with each other which is the one of the important messages of the 00:06:03.500 --> 00:06:10.000 course but just to note that this is also anthropology, and I keep thinking about that cousin of 00:06:10.000 --> 00:06:17.900 mine that idiot who said it "what does economy have to do with anthropology?" what 00:06:17.900 --> 00:06:18.549 are you doing NOTE Treffsikkerhet: 76% (HØY) 00:06:18.549 --> 00:06:24.800 kind of studying that and being like enthusiastic about economic anthropology and 00:06:24.800 --> 00:06:32.450 Anthropology surely doesn't have anything to do with economic life. Today we're going to learn two very 00:06:32.450 --> 00:06:41.400 common trends we could say consumption practices, putting on a pair of pants or choosing what to wear 00:06:41.400 --> 00:06:48.700 and having a sip of something hot in the morning which almost always is NOTE Treffsikkerhet: 91% (HØY) 00:06:48.700 --> 00:06:51.900 coffee, why is that? NOTE Treffsikkerhet: 90% (HØY) 00:06:54.000 --> 00:07:05.200 okay so economy is often one of those I remember also by the way when I studied this that someone 00:07:05.200 --> 00:07:12.800 asked me what is your definition of the economy or economic, I was completely like shocked because I 00:07:12.800 --> 00:07:18.400 didn't know what to answer I don't know if I ask 00:07:18.400 --> 00:07:24.650 you if anyone has a definition of the economy or the economic NOTE Treffsikkerhet: 76% (HØY) 00:07:24.650 --> 00:07:33.000 I won't do it because I'm a nice guy but it's a kind of an intimidating thing and one kind of 00:07:33.000 --> 00:07:39.300 thing that could help you is to think of the economic and of course we're going to destroy this 00:07:39.300 --> 00:07:48.300 definition in the course of this lecture or at least critique it a little bit but what economic 00:07:48.300 --> 00:07:54.799 things are about it's actually very easy way out of this NOTE Treffsikkerhet: 89% (HØY) 00:07:54.799 --> 00:08:01.400 question, it is what people do when they engage in production exchange, distribution and consumption. 00:08:01.400 --> 00:08:07.600 This is a very common kind of political economy definition of economic behavior is what goes 00:08:07.600 --> 00:08:15.400 on when people do go about and do produce things distribute things exchange things 00:08:15.400 --> 00:08:20.800 and consume. So today consumption NOTE Treffsikkerhet: 85% (HØY) 00:08:21.300 --> 00:08:26.500 and of course as I said towards the end of the class and maybe some of you have already read the 00:08:26.500 --> 00:08:32.600 text by David Graeber we become a bit less sure about this whether this concept of 00:08:32.600 --> 00:08:37.299 consumption belongs actually in that NOTE Treffsikkerhet: 86% (HØY) 00:08:41.400 --> 00:08:47.900 in those four words if it belongs up there, so today as I said NOTE Treffsikkerhet: 74% (MEDIUM) 00:08:48.700 --> 00:08:54.950 coffee pants and the concept of consumption. NOTE Treffsikkerhet: 91% (HØY) 00:08:54.950 --> 00:09:02.000 We're going to leave the concept of consumption towards the end or the second half of the 00:09:02.000 --> 00:09:07.800 lecture, just to go easy on you from the get-go. NOTE Treffsikkerhet: 86% (HØY) 00:09:08.800 --> 00:09:17.900 We're dealing with two authors who have different approaches Daniel Miller and 00:09:17.900 --> 00:09:27.700 Sophie Woodward and William Roseberry but they're basically asking a similar question NOTE Treffsikkerhet: 88% (HØY) 00:09:27.700 --> 00:09:34.000 and that is can the study of a changing marketing and consumption patterns of a single commodity 00:09:34.000 --> 00:09:40.300 this is the jeans or the cup of coffee at a particular moment shed some light on why the 00:09:40.300 --> 00:09:44.650 range of social and cultural shifts NOTE Treffsikkerhet: 89% (HØY) 00:09:44.650 --> 00:09:49.150 so they both kind of answer yes to this question NOTE Treffsikkerhet: 91% (HØY) 00:09:49.150 --> 00:09:56.600 and try to show you via a case such as jeans and coffee. NOTE Treffsikkerhet: 91% (HØY) 00:09:59.500 --> 00:10:08.000 Let's begin with Miller okay Daniel Miller maybe some of you know him, he is teamed up with Sophie 00:10:08.000 --> 00:10:17.900 Woodward but Daniel Miller is a very well-known name in anthropology and economic anthropology. He 00:10:17.900 --> 00:10:24.900 is known more than anyone I think as kind of that guy who studies consumption or theorizes 00:10:24.900 --> 00:10:30.200 consumption shopping his book is called dialectics of shopping NOTE Treffsikkerhet: 86% (HØY) 00:10:30.200 --> 00:10:38.800 that we read back in the day was assigned for this course actually and he was kind of a pioneer in 00:10:38.800 --> 00:10:47.450 in the growth of the anthropological study of consumption in the late 1980s and he likes these words 00:10:47.450 --> 00:10:57.750 dialectics, you'll see it in the text also he really likes it. It's kind of complicated but not 00:10:57.750 --> 00:11:00.150 necessarily so complicated after NOTE Treffsikkerhet: 86% (HØY) 00:11:00.150 --> 00:11:08.400 all, it's about how processes it's called in Norwegian "vekselvirkning" it 00:11:08.400 --> 00:11:17.849 kind of just like dialectic between let's see NOTE Treffsikkerhet: 90% (HØY) 00:11:17.849 --> 00:11:29.600 hot and cold like the temperature of the day is a dialectic between day and night 00:11:29.600 --> 00:11:35.450 it's a little bit of complicated way to say the sun rises gets warm and then NOTE Treffsikkerhet: 88% (HØY) 00:11:35.450 --> 00:11:41.800 sun goes away get cold yeah. NOTE Treffsikkerhet: 91% (HØY) 00:11:41.800 --> 00:11:50.000 It's a continual process like always from one to the other there's a dialectic between 00:11:50.000 --> 00:11:55.000 capital and labor in Marxist writing. NOTE Treffsikkerhet: 72% (MEDIUM) 00:11:55.000 --> 00:12:01.500 There's a thesis an antithesis and then there's a synthesis and then the 00:12:01.500 --> 00:12:08.000 synthesis becomes the thesis and antithesis. All this is actually not so important 00:12:08.000 --> 00:12:15.100 so let's suffice to say that he loves this word dialect don't be intimidated by it is what I'm trying 00:12:15.100 --> 00:12:23.700 To say here, when you read such a thing. He NOTE Treffsikkerhet: 77% (HØY) 00:12:23.700 --> 00:12:32.300 claims and that is kind of the background for much of how you can 00:12:32.300 --> 00:12:38.300 understand this manifesto for the study of denim that they're writing against this top-down 00:12:38.300 --> 00:12:46.900 critique of consumption of consumerism because there emerged this critique in social science and in 00:12:46.900 --> 00:12:50.200 popular culture of people sitting as NOTE Treffsikkerhet: 74% (MEDIUM) 00:12:50.200 --> 00:12:56.400 Kind of drugged in front of a TV screen and we're just like slaves in the consumer society we 00:12:56.400 --> 00:13:03.800 walk to the shopping mall and then we put on these Levi's jeans that Levi's tells us to buy and 00:13:03.800 --> 00:13:12.100 then our job is to critique that process of how capitalism is turning us all into consumer slaves. He's 00:13:12.100 --> 00:13:13.800 very much against that NOTE Treffsikkerhet: 89% (HØY) 00:13:13.800 --> 00:13:22.000 critique he's critiquing that critique and he's doing it by doing something quite his time quite 00:13:22.000 --> 00:13:28.300 smart and quite the kind of cutting edge in terms of ethnographic research, what he did is he went 00:13:28.300 --> 00:13:38.600 around and followed people as they went shopping for things and went to the mall with people and saw how 00:13:38.600 --> 00:13:44.000 Their reason and what they were doing when they were buying stuff and found that there was so much NOTE Treffsikkerhet: 83% (HØY) 00:13:44.000 --> 00:13:50.800 more creativity and morality there were kind of a moral concerns behind many of the shopping 00:13:50.800 --> 00:13:58.000 choices that we make. Like I want to buy this little vase for Julie because I know that 00:13:58.000 --> 00:14:05.000 she has just broken her vase and she is gone through a difficult time or whatever there's so much 00:14:05.000 --> 00:14:14.000 like moral concerns behind these shopping practices that kind of turns this idea on its head NOTE Treffsikkerhet: 91% (HØY) 00:14:14.000 --> 00:14:21.150 that we are in when we're doing shopping, we're engaged in kind of advice we're doing actually 00:14:21.150 --> 00:14:26.700 self-interested things that Adam Smith says when you scale it up it has good benefits for 00:14:26.700 --> 00:14:32.500 everyone he says in this book that when you're shopping you're actually doing moral things when you 00:14:32.500 --> 00:14:38.600 scale them up it has bad consequences for everyone and for the environment and the planet. That's 00:14:38.600 --> 00:14:42.550 the kind of argument that he is very well known for. NOTE Treffsikkerhet: 83% (HØY) 00:14:42.550 --> 00:14:49.200 He argues that we need to take seriously and these two now that we need to take 00:14:49.200 --> 00:14:57.300 seriously the meanings that people involved in consumerism give to the goods themselves. NOTE Treffsikkerhet: 90% (HØY) 00:14:58.700 --> 00:15:10.500 In this paper they launched a rather ambitious project to study jeans, okay. NOTE Treffsikkerhet: 75% (MEDIUM) 00:15:10.700 --> 00:15:14.600 Why should anthropologists study jeans? NOTE Treffsikkerhet: 75% (MEDIUM) 00:15:15.200 --> 00:15:21.300 In this paper they set out to convince us and I think they do a rather good job, they convince us that 00:15:21.300 --> 00:15:24.350 denim is actually a very interesting topic. NOTE Treffsikkerhet: 75% (MEDIUM) 00:15:24.350 --> 00:15:30.500 They work outwards from a few observations. NOTE Treffsikkerhet: 91% (HØY) 00:15:31.000 --> 00:15:33.400 one NOTE Treffsikkerhet: 68% (MEDIUM) 00:15:34.100 --> 00:15:38.349 Jeans is an incredibly ordinary thing NOTE Treffsikkerhet: 91% (HØY) 00:15:38.349 --> 00:15:47.000 it's something you just don't think of as very philosophical but actually they argue it is incredibly 00:15:47.000 --> 00:15:54.600 profound it has some deep meaning to people, it's universal it's found almost everywhere actually I think 00:15:54.600 --> 00:16:01.300 it is found everywhere. Yet it is intensely personal NOTE Treffsikkerhet: 91% (HØY) 00:16:01.500 --> 00:16:03.800 intimate NOTE Treffsikkerhet: 85% (HØY) 00:16:03.800 --> 00:16:11.800 so I just thought I'd check this with you. I mean could any of your read this text without thinking of 00:16:11.800 --> 00:16:16.850 yourself? how many here are wearing jeans? how many people? NOTE Treffsikkerhet: 90% (HØY) 00:16:16.850 --> 00:16:24.800 Oh wow! so that's basically the clear majority. I think I qualify my jeans are black but still 00:16:24.800 --> 00:16:34.900 I have jeans, a secret I always wear black jeans actually I have like eight pairs of black jeans. 00:16:34.900 --> 00:16:42.350 It's so I don't have to choose so much when I do that, this is a digression but I have a very 00:16:42.350 --> 00:16:47.300 personal relationship to pairs of black jeans NOTE Treffsikkerhet: 84% (HØY) 00:16:47.500 --> 00:16:53.400 as I'm sure you do with your own pairs of jeans and that is a point of course of what they are 00:16:53.400 --> 00:16:55.200 talking about here. NOTE Treffsikkerhet: 82% (HØY) 00:16:55.600 --> 00:17:01.100 This is like an astonishing thing I think where 90% of you are wearing 00:17:01.100 --> 00:17:08.400 jeans or more and if we go outside I'm thinking in 30 seconds we could count 10 people who wear 00:17:08.400 --> 00:17:14.300 jeans in the lunch break here, so it's all over at least Blindern campus and they observe all over 00:17:14.300 --> 00:17:15.650 the world. NOTE Treffsikkerhet: 91% (HØY) 00:17:15.650 --> 00:17:23.000 Their argument actually concerns all of us who get up in the morning and we aren't thinking 00:17:23.000 --> 00:17:30.949 much or perhaps think for a little bit we end up wearing jeans why is that what is it NOTE Treffsikkerhet: 70% (MEDIUM) 00:17:30.949 --> 00:17:42.600 that this textile offers all of us? what is it about jeans that makes it so popular? and I talked a 00:17:42.600 --> 00:17:54.200 little bit in the last recording about how to read because Gergiois just said to me that it 00:17:54.200 --> 00:18:00.700 would be good if I spoke about that a little bit. I threw it in very quickly at the end and I thought 00:18:00.700 --> 00:18:01.250 I'd spend NOTE Treffsikkerhet: 71% (MEDIUM) 00:18:01.250 --> 00:18:06.900 just five minutes on it picking it up throughout this lecture. How to read 00:18:06.900 --> 00:18:15.700 text? again you're in the deep end of the pool here in economic anthropology and we are looking for a 00:18:15.700 --> 00:18:22.700 way things that can help us already told you not to become human copy machines but what can I how 00:18:22.700 --> 00:18:29.400 can I help you to actually engage with the text in a meaningful and in a not so frightening 00:18:29.400 --> 00:18:31.250 way. I NOTE Treffsikkerhet: 91% (HØY) 00:18:31.250 --> 00:18:37.000 personally have a very personal ways of taking notes I do of course take notes okay. But one of 00:18:37.000 --> 00:18:48.500 the things I do often when I read a text is I make this little sign I draw four lines and 00:18:48.500 --> 00:18:56.200 that is supposed to be the pattern I told you I think in the recording. Look for the pattern. What is 00:18:56.200 --> 00:19:01.300 the pattern, what is it the thing that strikes Miller and NOTE Treffsikkerhet: 90% (HØY) 00:19:01.300 --> 00:19:08.100 Sophie Woodward? what is it that they're struck by. Its often so obvious that it's hard 00:19:08.100 --> 00:19:18.000 to actually put into words, and look for that pattern and then this is another symbol I use that 00:19:18.000 --> 00:19:23.800 is always the connection so the pattern to that they offer struck by and then look for 00:19:23.800 --> 00:19:30.100 a connection, the connection that you can make with other texts I'm sure this is kind of obvious to you 00:19:30.100 --> 00:19:31.199 I hope so NOTE Treffsikkerhet: 82% (HØY) 00:19:31.199 --> 00:19:40.500 but this is just the kind of tools I have for for engaging with the text so let's see then 00:19:40.500 --> 00:19:46.800 what is the pattern in Woodward and Miller's text. NOTE Treffsikkerhet: 91% (HØY) 00:19:47.900 --> 00:19:55.400 Has any of you read it yet? Who has read the Miller and Woodward text? also 00:19:55.400 --> 00:19:58.900 very good. Does anyone want to go give it a go? NOTE Treffsikkerhet: 89% (HØY) 00:19:58.900 --> 00:20:05.300 What is the pattern? This is a 00:20:05.300 --> 00:20:12.000 better way to put it if Sophie Woodward and Daniel Miller they've been out in the world 00:20:12.000 --> 00:20:17.700 and they come together they have a cup of coffee and they say jeans this is so striking let's write a 00:20:17.700 --> 00:20:21.600 paper, what do you think that they found so striking. NOTE Treffsikkerhet: 91% (HØY) 00:20:23.200 --> 00:20:25.500 Yeah. *Someone answering in the crowd.* NOTE Treffsikkerhet: 91% (HØY) 00:20:30.300 --> 00:20:36.650 yeah definitely but even more basic than that NOTE Treffsikkerhet: 91% (HØY) 00:20:36.650 --> 00:20:38.900 yeah NOTE Treffsikkerhet: 91% (HØY) 00:20:39.400 --> 00:20:41.600 yeah NOTE Treffsikkerhet: 91% (HØY) 00:20:41.600 --> 00:20:49.100 Yeah exactly so they get to that point by just observing this actually it's kind of not fair because 00:20:49.100 --> 00:20:56.950 we already talked about it, like jeans is everywhere and it's worn by everyone across the planet 00:20:56.950 --> 00:21:00.650 it's so blindingly obvious. NOTE Treffsikkerhet: 82% (HØY) 00:21:00.650 --> 00:21:08.000 We were also taught that you know fashion industry should have be kind of left 00:21:08.000 --> 00:21:14.900 jeans on the side for years back but still jeans if you look at a pair of jeans today it's 00:21:14.900 --> 00:21:21.700 not so very different actually it's quite the same in some senses as you wore in 00:21:21.700 --> 00:21:23.100 the 70s NOTE Treffsikkerhet: 81% (HØY) 00:21:23.100 --> 00:21:30.500 Levi's 501 has been around and it's going to stick around it is an incredibly 00:21:30.500 --> 00:21:38.200 resilient piece of textile of fashion. What is it that it offers us and then how can 00:21:38.200 --> 00:21:48.200 that ordinariness that piece of textile work, what can that tell us about globalization about economic life 00:21:48.200 --> 00:21:49.700 about culture NOTE Treffsikkerhet: 87% (HØY) 00:21:49.700 --> 00:21:56.000 It's kind of too obvious to even NOTE Treffsikkerhet: 91% (HØY) 00:21:56.400 --> 00:21:58.900 notice NOTE Treffsikkerhet: 87% (HØY) 00:21:59.000 --> 00:22:06.600 so this is the pattern and they end up writing a book that you can look up if you're enthused NOTE Treffsikkerhet: 86% (HØY) 00:22:09.600 --> 00:22:16.400 Denim does not emerge merely as a creature of the fashion industry expressing the 00:22:16.400 --> 00:22:18.550 wider interest of capitalism NOTE Treffsikkerhet: 90% (HØY) 00:22:18.550 --> 00:22:27.100 there is something about the specific choice of denim, it can be whatever kind of from the 00:22:27.100 --> 00:22:31.700 from the point of view of the fashion industry why is that we end up using denim NOTE Treffsikkerhet: 77% (HØY) 00:22:31.900 --> 00:22:38.150 it's not merely the creature of the fashion industry or for the interest of capitalism NOTE Treffsikkerhet: 83% (HØY) 00:22:38.150 --> 00:22:44.400 and of course this is the point where you can make a connection okay. I'm taking your hand and I'm 00:22:44.400 --> 00:22:53.300 kind of walking you very slowly through this text this is the point where I would say oh who else in 00:22:53.300 --> 00:23:06.000 the last few weeks of my life has been going on about how economic life is more than the kind of 00:23:06.000 --> 00:23:08.800 self-interested economic motivations NOTE Treffsikkerhet: 84% (HØY) 00:23:08.800 --> 00:23:16.300 that neoliberal thinkers like Milton Friedman tell us that economic life is about. Who else has been 00:23:16.300 --> 00:23:27.900 saying things like that well I have endlessly and of course not only that we started this course 00:23:27.900 --> 00:23:36.900 with this orchestra metaphor right that the profit motive is perhaps is an instrument but 00:23:36.900 --> 00:23:38.900 in a much larger orchestra NOTE Treffsikkerhet: 82% (HØY) 00:23:38.900 --> 00:23:44.200 It could just be the little triangle it has a very clear nice sound but actually when it when you look at it as its 00:23:44.200 --> 00:23:54.050 lived as it plays out there's so many other things reciprocity gift exchange morality culture that 00:23:54.050 --> 00:23:59.600 you have to take into account, and so they very much belong to this project that we're building 00:23:59.600 --> 00:24:06.600 here the symphony of economic anthropology saying that there's something beyond the profit motive 00:24:06.600 --> 00:24:08.900 something in the way human societies NOTE Treffsikkerhet: 89% (HØY) 00:24:08.900 --> 00:24:18.300 and systems of meaning are organised that helps to explain the economic practice. Think again back to 00:24:18.300 --> 00:24:27.500 the E.P Thompson article right where the price of the bread is set not just on the basis of the 00:24:27.500 --> 00:24:34.100 the man but actually people going to the Millers and the baker's with pitchforks 00:24:34.100 --> 00:24:38.800 in their hand NOTE Treffsikkerhet: 68% (MEDIUM) 00:24:38.800 --> 00:24:47.100 And saying you give us this price and they incorporate kind of that fear and that moral outrage of 00:24:47.100 --> 00:24:56.700 the crowd and the price is affected by those concerns, the moral economy. This is the same kind of 00:24:56.700 --> 00:25:02.900 project there's something about denim that is interesting in itself kind of from the point of 00:25:02.900 --> 00:25:06.800 view we talked about from the point of view of the Native here we are talking about from 00:25:06.800 --> 00:25:08.750 the point of view of denim NOTE Treffsikkerhet: 78% (HØY) 00:25:08.750 --> 00:25:13.450 kind of strangely, or the people who put on NOTE Treffsikkerhet: 83% (HØY) 00:25:13.450 --> 00:25:18.900 denim why is it that it's so incredibly resilient and popular NOTE Treffsikkerhet: 77% (HØY) 00:25:20.100 --> 00:25:29.100 when you're faced in this choice everyday choice of what you're going to wear why is it that 90% of 00:25:29.100 --> 00:25:31.600 us ended up putting on jeans? NOTE Treffsikkerhet: 91% (HØY) 00:25:31.600 --> 00:25:34.100 and not something else. NOTE Treffsikkerhet: 89% (HØY) 00:25:36.400 --> 00:25:45.100 so Sophie Woodward she went into people's houses women's houses and homes and sat down with 00:25:45.100 --> 00:25:51.400 them and she was in the room when people would kind of woke up I don't God knows how she got there 00:25:51.400 --> 00:25:59.800 it's impressive kind of ethnographic methodological feat there but anyway she did that and then she 00:25:59.800 --> 00:26:03.400 started to talk to them as the as the reason that they were standing in front of the clothing rack 00:26:03.400 --> 00:26:06.300 and thinking what am I going to wear what what is this NOTE Treffsikkerhet: 86% (HØY) 00:26:06.300 --> 00:26:11.700 kind of what I feel about this why am I putting this away and not that and then why am I ending up 00:26:11.700 --> 00:26:20.300 with a pair of jeans in my hands. She comes to the conclusion that blue jeans provide a sense of 00:26:20.300 --> 00:26:25.900 security of relief and I thought this is a kind of a nice formulation a relief from the 00:26:25.900 --> 00:26:36.800 burden of mistaken choice and anxious self composition. Do any of you recognise that? NOTE Treffsikkerhet: 90% (HØY) 00:26:36.800 --> 00:26:43.900 I recognise this, even though I only have black jeans I do actually have some blue jeans also but 00:26:43.900 --> 00:26:50.400 I'm very rarely wear them. 00:26:50.400 --> 00:26:58.800 Do you recognize this in your own choices? and you guys put on jeans today is kind of a nice 00:26:58.800 --> 00:27:06.400 safe option right and her argument is specifically also about gender as you notice. NOTE Treffsikkerhet: 87% (HØY) 00:27:06.400 --> 00:27:13.100 It's when you get this anxiety for what am I going to wear how people going to look at me we have 00:27:13.100 --> 00:27:21.900 this refuge this category that is kind of enough that is the jeans. NOTE Treffsikkerhet: 86% (HØY) 00:27:22.900 --> 00:27:30.750 They don't they don't stop at that, that is kind of the observation that she makes from NOTE Treffsikkerhet: 91% (HØY) 00:27:30.750 --> 00:27:35.900 from her ethnographic NOTE Treffsikkerhet: 82% (HØY) 00:27:35.900 --> 00:27:45.100 entry into the people's rooms clothing where they make the clothing choices, but they make more kind 00:27:45.100 --> 00:27:55.700 of Manifesto type of argument based on three observations or three claims. 00:27:55.700 --> 00:28:01.450 There are three unique properties to denim it is NOTE Treffsikkerhet: 80% (HØY) 00:28:01.450 --> 00:28:09.300 the most ubiquitous textile ubiquitous in Norwegian 'allstedsværende'or something like 00:28:09.300 --> 00:28:20.500 that. Now you learn a new word or maybe not it is a truly global textile, and it's 00:28:20.500 --> 00:28:24.350 present all around, it's the most NOTE Treffsikkerhet: 84% (HØY) 00:28:24.350 --> 00:28:29.400 Global textile I think that's correct. NOTE Treffsikkerhet: 87% (HØY) 00:28:29.400 --> 00:28:36.800 I can't think of anything that's kind of up there and it's intensely personal and this is kind of 00:28:36.800 --> 00:28:44.800 interesting because it's the only it's also something I hadn't thought about before that is the only 00:28:44.800 --> 00:28:53.600 textile maybe you correct me if I'm wrong but it's the only textile on that you can tear and still wear NOTE Treffsikkerhet: 91% (HØY) 00:28:53.600 --> 00:28:57.600 with kind of with that being the point NOTE Treffsikkerhet: 82% (HØY) 00:28:57.600 --> 00:29:05.100 no you can't really tear a shirt that's not made of textile, or a pair of pants that's not made 00:29:05.100 --> 00:29:12.500 Of textile it doesn't make so much sense. With the jeans it's the point often to have 00:29:12.500 --> 00:29:21.000 them be worn look worn because it's you have an intensely personal relationship to this textile NOTE Treffsikkerhet: 89% (HØY) 00:29:21.200 --> 00:29:30.100 it kind of takes shape along your body and the things you do if you are a lot on your knees or if you 00:29:30.100 --> 00:29:35.400 have snus or whatever and you have that in your pockets 00:29:35.400 --> 00:29:44.400 The jeans are torn so you'll see a whole resembling the snus. I bike a lot so I always have like very awkward opening like I 00:29:44.400 --> 00:29:52.250 have to stitch them at the crotch we have an intensely personal relationship to NOTE Treffsikkerhet: 85% (HØY) 00:29:52.250 --> 00:29:58.950 our jeans and that's kind of the point that is part of the appeal that's the one the second unique 00:29:58.950 --> 00:30:00.449 property NOTE Treffsikkerhet: 91% (HØY) 00:30:00.449 --> 00:30:11.700 again I think I put yes connection ding ding ding. These are commodities right NOTE Treffsikkerhet: 91% (HØY) 00:30:12.100 --> 00:30:15.500 they can of course also be gifts NOTE Treffsikkerhet: 71% (MEDIUM) 00:30:17.100 --> 00:30:19.200 but NOTE Treffsikkerhet: 85% (HØY) 00:30:19.200 --> 00:30:25.900 what do we know about Commodities they're supposed to be impersonal interchangeable but then people 00:30:25.900 --> 00:30:33.250 take these things and buy them and then they kind of personalise them and we weave ourselves into them 00:30:33.250 --> 00:30:41.700 and you could think about how this relates to the things we talked about earlier about how the 00:30:41.700 --> 00:30:48.500 economy can be seen as a process of disembedding and then re-embedding right think about that. 00:30:48.500 --> 00:30:49.550 I don't know if you've NOTE Treffsikkerhet: 79% (HØY) 00:30:49.550 --> 00:30:56.400 Read Bridget Meyer's text on prayer I think it was Ghana how people pray to purify items and 00:30:56.400 --> 00:31:01.700 make a kind of culture and personalise them this is kind of similar kind of process it could be 00:31:01.700 --> 00:31:09.200 an interesting comparison, could be. The way in which denim becomes intensely personal and part 00:31:09.200 --> 00:31:15.600 of our everyday lives through our bodies could be seen as a process of certain kind of re-embedding 00:31:15.600 --> 00:31:19.550 maybe these are the kinds of just like that type of thinking is NOTE Treffsikkerhet: 79% (HØY) 00:31:19.550 --> 00:31:25.400 what I encourage like I wonder if that kind of fits here or what happens if we think think this 00:31:25.400 --> 00:31:29.300 through let me push that argument a little bit further NOTE Treffsikkerhet: 87% (HØY) 00:31:29.800 --> 00:31:38.800 thirdly and we talked about this and it's a secure base especially for most women's anxious 00:31:38.800 --> 00:31:43.300 relationships to their wardrobe and a common solution to the task of getting dressed on a daily 00:31:43.300 --> 00:31:52.100 basis in other words jeans are often at the center of our wardrobes regardless of context. They form 00:31:52.100 --> 00:31:58.000 a security at least for British women women and they kind of want to test this assertion this claim 00:31:58.000 --> 00:31:59.350 with this new NOTE Treffsikkerhet: 78% (HØY) 00:31:59.350 --> 00:32:02.750 Mega project of comparative ethnography NOTE Treffsikkerhet: 90% (HØY) 00:32:02.750 --> 00:32:16.750 so this is a Manifesto that has a very strong belief in comparative ethnography NOTE Treffsikkerhet: 90% (HØY) 00:32:16.750 --> 00:32:23.300 as we talked about in the beginning it kind of works with this idea that consumers we also have some 00:32:23.300 --> 00:32:32.400 kind of agency we contribute the shaping the fashion industry fashion is not just shaping us. NOTE Treffsikkerhet: 91% (HØY) 00:32:34.700 --> 00:32:37.300 NOTE Treffsikkerhet: 88% (HØY) 00:32:37.400 --> 00:32:44.700 This is their studies of material culture how people make 00:32:44.700 --> 00:32:50.650 meaning within objects. NOTE Treffsikkerhet: 75% (MEDIUM) 00:32:50.650 --> 00:32:58.400 alright let's talk a little bit about the second object of the second kind of blindingly obvious 00:32:58.400 --> 00:33:07.400 object before we take a break and see what we can learn from coffee I think we already learned a bit 00:33:07.400 --> 00:33:14.300 about coffee you know or from coffee. I watch the some clips about coffee history and so on before 00:33:14.300 --> 00:33:21.500 when I read this text but I learned more from NOTE Treffsikkerhet: 91% (HØY) 00:33:21.700 --> 00:33:31.200 Roseberry than anything else concerning coffee it's a quite a interesting text I think but NOTE Treffsikkerhet: 80% (HØY) 00:33:31.800 --> 00:33:40.550 It keeps popping up in this course like this thing with Vito Corleone when Bueno Sera 00:33:40.550 --> 00:33:50.050 Wants Vito Corleone to kill or harm some people who've done his 00:33:50.050 --> 00:33:57.800 daughters of Injustice and oneself as well why didn't you ever invite my wife for a bit cup of 00:33:57.800 --> 00:34:02.550 coffee and I'm glad I didn't try that NOTE Treffsikkerhet: 91% (HØY) 00:34:02.550 --> 00:34:12.850 even more. I have many italian friends they would decapitate me, but coffee can mean incredibly 00:34:12.850 --> 00:34:19.699 powerful things and what can we learn from coffee this time around it can be a gift it can be a 00:34:19.699 --> 00:34:22.100 commodity we've seen this NOTE Treffsikkerhet: 80% (HØY) 00:34:22.600 --> 00:34:29.800 but what Roseberry does is he kind of takes us back to this other to the other side I think you know 00:34:29.800 --> 00:34:38.600 I hope as students of social science that there is this thing like in social science is the debate 00:34:38.600 --> 00:34:45.500 about structure or agency I think this is like 00:34:45.500 --> 00:34:53.000 basic course stuff that you've had and so what Roseberry does I think it's move 00:34:53.000 --> 00:34:53.250 a little NOTE Treffsikkerhet: 76% (HØY) 00:34:53.250 --> 00:35:00.300 Bit from that agency spectrum end of the spectrum to the structure and the Spectrum by saying 00:35:00.300 --> 00:35:08.500 what happens when we focus on the structural aspects to understand the rise of coffee and the 00:35:08.500 --> 00:35:17.600 re-imagination of plants, but it's starting point is of course quite similar to Miller and Woodward 00:35:17.600 --> 00:35:23.250 okay there's something blindingly obvious here and it's the second most popular beverage NOTE Treffsikkerhet: 91% (HØY) 00:35:23.250 --> 00:35:24.550 in the world. NOTE Treffsikkerhet: 91% (HØY) 00:35:24.550 --> 00:35:28.050 Can anyone think what's the most popular? NOTE Treffsikkerhet: 80% (HØY) 00:35:28.050 --> 00:35:33.100 Water. NOTE Treffsikkerhet: 80% (HØY) 00:35:33.100 --> 00:35:46.200 Just plain water, but I think tea must be third. Because when I heard 00:35:46.200 --> 00:35:51.450 that I immediately had to go look what is the most popular then and it was just water, a bit boring 00:35:51.450 --> 00:35:59.900 but obviously yeah so we're dealing also seemingly with the individual choices at the end of the 00:35:59.900 --> 00:36:02.899 kind of a commodity chain and this is where NOTE Treffsikkerhet: 81% (HØY) 00:36:02.899 --> 00:36:10.600 we could say the consumption happens the flip side of production is then consumption NOTE Treffsikkerhet: 79% (HØY) 00:36:11.200 --> 00:36:18.000 and this by the way is the distinction kind of dividing the world into two that David Graeber is not 00:36:18.000 --> 00:36:30.600 very happy about but let's accept it for now and consider kind of coffee then on its own terms it's 00:36:30.600 --> 00:36:36.900 like jeans it is widespread it's ubiquitous NOTE Treffsikkerhet: 91% (HØY) 00:36:36.900 --> 00:36:39.150 it's obvious NOTE Treffsikkerhet: 90% (HØY) 00:36:39.150 --> 00:36:46.050 and I think when we take a break now it can even be the case that NOTE Treffsikkerhet: 87% (HØY) 00:36:46.050 --> 00:36:50.900 When this class is over we all go and get ourselves a cup of 00:36:50.900 --> 00:36:58.800 coffee and you choose your favourite cup right with whatever maybe just have ordinary coffee but even 00:36:58.800 --> 00:37:00.350 then you get a choice NOTE Treffsikkerhet: 91% (HØY) 00:37:00.350 --> 00:37:08.900 what do you like today Jamaican Java or the Congolese whatever the one is fruity in the other is 00:37:08.900 --> 00:37:17.100 nutty and you're standing there like what I don't know I didn't really have a preference so you're 00:37:17.100 --> 00:37:24.400 presented with this choice or you choose whatever your soy milk double latte or whatever 00:37:24.400 --> 00:37:30.850 preference you like and you have a preference but nonetheless the point NOTE Treffsikkerhet: 65% (MEDIUM) 00:37:30.850 --> 00:37:40.800 of Roseberry is to say that this choice is conditioned by something that you did not influence NOTE Treffsikkerhet: 79% (HØY) 00:37:40.800 --> 00:37:49.600 and Roseberry is interested in this question who is who are 00:37:49.600 --> 00:37:53.300 The people who shape our tastes when it comes to coffee NOTE Treffsikkerhet: 73% (MEDIUM) 00:37:54.100 --> 00:37:59.050 and it's not you he said, it's a not you alone. NOTE Treffsikkerhet: 85% (HØY) 00:37:59.050 --> 00:38:04.300 Let's look at the pattern of this text. NOTE Treffsikkerhet: 86% (HØY) 00:38:07.000 --> 00:38:13.300 I want you to kind of do this little thought exercise when you when you encounter a text what is the 00:38:13.300 --> 00:38:19.000 pattern at the heart of Roseberry's text let's see here it is NOTE Treffsikkerhet: 91% (HØY) 00:38:19.000 --> 00:38:21.300 NOTE Treffsikkerhet: 76% (HØY) 00:38:23.200 --> 00:38:30.000 I'm just going to read its to give you a little bit of a tip it's often in the very first 00:38:30.000 --> 00:38:36.050 sentence of the first paragraph or at least the first page so where does this text start? NOTE Treffsikkerhet: 86% (HØY) 00:38:36.050 --> 00:38:45.100 Let us begin at a gourmet food emporium at Manhattan's Upper West Side okay so 00:38:45.100 --> 00:38:46.650 He takes us here NOTE Treffsikkerhet: 91% (HØY) 00:38:46.650 --> 00:38:54.899 this is something that struck him okay he steps onto the stage telling you hey guys there's this thing NOTE Treffsikkerhet: 81% (HØY) 00:38:54.899 --> 00:38:58.250 and then that's the pattern and the thing NOTE Treffsikkerhet: 91% (HØY) 00:38:58.250 --> 00:39:07.600 is that there's so much coffee specialization so much coffee variety what's the deal with that is 00:39:07.600 --> 00:39:10.800 kind of what he's asking here NOTE Treffsikkerhet: 91% (HØY) 00:39:15.200 --> 00:39:21.300 all this coffee variation just across the street from him and his place NOTE Treffsikkerhet: 80% (HØY) 00:39:22.500 --> 00:39:29.750 how did that come to be and it's also something that we also I think can remember if you're not 00:39:29.750 --> 00:39:34.800 kind of ten years old and you're not then you can remember a time when there was less 00:39:34.800 --> 00:39:41.100 specializations less I think not too long ago I think I can even remember when I was a student or 00:39:41.100 --> 00:39:47.700 maybe just five years ago when you walked up to Godt Brød or whatever coffee shop you go to you 00:39:47.700 --> 00:39:51.200 didn't get the choice maybe go through those and do that actually but the Espresso House and a few others NOTE Treffsikkerhet: 91% (HØY) 00:39:51.200 --> 00:39:57.800 gives you that choice did you like the Congolese or the Nicaraguan before it wasn't like that 00:39:57.800 --> 00:40:05.400 just like I want a coffee and then you get a coffee so what is the thing with all this Choice apparent 00:40:05.400 --> 00:40:09.150 choice where does that come from that is the pattern NOTE Treffsikkerhet: 91% (HØY) 00:40:09.150 --> 00:40:18.200 what is the deal with all this specialization and this growth of gourmet coffee NOTE Treffsikkerhet: 91% (HØY) 00:40:18.800 --> 00:40:25.500 and this is of course a very old kind of NOTE Treffsikkerhet: 82% (HØY) 00:40:25.500 --> 00:40:35.500 thing for for anthropology and sociology to try to understand how people's taste is shaped it's 00:40:35.500 --> 00:40:42.950 something that Pierre Bourdieu did very famously in his book distinction it's like very kind of 00:40:42.950 --> 00:40:50.800 Sociology 101 you could say but Roseberry is a bit different he takes deeply historical approach so 00:40:50.800 --> 00:40:55.450 whereas Sophie Woodward it standing in the bedroom of some woman who's NOTE Treffsikkerhet: 90% (HØY) 00:40:55.450 --> 00:41:01.500 agonizing over what to wear and looking at her and asking her and engaging with her 00:41:01.500 --> 00:41:08.200 Roseberry is working historically and he's taking a deeply historical approach kind of in line 00:41:08.200 --> 00:41:15.500 with Sydney Mintz I don't know if you ever come across that guy but he did this book called 00:41:15.500 --> 00:41:23.700 sweetness and power which is very much in this tradition, Roseberry 00:41:23.700 --> 00:41:25.950 is following this tradition NOTE Treffsikkerhet: 75% (MEDIUM) 00:41:25.950 --> 00:41:31.900 in the footsteps of Sidney Mintz and trying to do a little bit of the same thing for coffee as than Mintz 00:41:31.900 --> 00:41:40.700 did for sugar and what that thing is maybe we'll just leave that for NOTE Treffsikkerhet: 91% (HØY) 00:41:41.000 --> 00:41:47.750 for the break let's have 15 minutes break this is so cool this is old-school now 15 minutes break 00:41:47.750 --> 00:41:52.400 you can come down to me we can go out and have a coffee okay see you in 15 minutes