WEBVTT Kind: captions; language: en-us NOTE Treffsikkerhet: 83% (HØY) 00:00:01.200 --> 00:00:04.699 okay I turned down the sound a little bit NOTE Treffsikkerhet: 91% (HØY) 00:00:04.699 --> 00:00:07.600 let's see if that works. NOTE Treffsikkerhet: 90% (HØY) 00:00:07.600 --> 00:00:11.700 We're talking about consumption, people. NOTE Treffsikkerhet: 91% (HØY) 00:00:11.700 --> 00:00:14.100 and NOTE Treffsikkerhet: 68% (MEDIUM) 00:00:15.200 --> 00:00:19.800 I wanted to tell you a story NOTE Treffsikkerhet: 70% (MEDIUM) 00:00:19.800 --> 00:00:22.650 I have a daughter NOTE Treffsikkerhet: 83% (HØY) 00:00:22.650 --> 00:00:34.400 she's now five years. One of the favorite things I do is I read her 00:00:34.400 --> 00:00:39.000 books by Roald Dahl have you heard about him Real Dahl? Charlie and the Chocolate Factory and 00:00:39.000 --> 00:00:43.800 actually I live right next to a chocolate factory at Grünerløkka, this smells actually 00:00:43.800 --> 00:00:50.300 of chocolates kind of nice two times a week but we read this Charlie and the Chocolate Factory and 00:00:50.300 --> 00:00:53.550 many of you know this story and NOTE Treffsikkerhet: 83% (HØY) 00:00:53.550 --> 00:01:07.000 how Willy Wonka right has all these strange people in his factory Oompa Loompas and they have 00:01:07.000 --> 00:01:13.300 this weird song and the film with Johnny Depp we see that they work around and so on and everyone 00:01:13.300 --> 00:01:17.600 thinks that's very charming and I read this book for her NOTE Treffsikkerhet: 88% (HØY) 00:01:18.800 --> 00:01:30.600 What is it called in English I couldn't be struck by the way in which there's 00:01:30.600 --> 00:01:38.700 something implicit kind of creepy and problematic going on in this incredible children's novel and 00:01:38.700 --> 00:01:45.000 I'll get to the point of how this connects to what we're talking about soon because Roald Dahl is 00:01:45.000 --> 00:01:49.350 writing about Willy Wonka he's making this great world for children NOTE Treffsikkerhet: 83% (HØY) 00:01:49.350 --> 00:01:57.100 to engage and I'd read it to my daughter it's great but something is a bit off to me about the 00:01:57.100 --> 00:02:03.800 story, the origin story of the Oompa Loompas because it's Roald Dahl writing that Willy Wonka then 00:02:03.800 --> 00:02:10.699 goes into the foreign land some kind of Pacific Island meets these people the Oompa Loompas who 00:02:10.699 --> 00:02:14.700 live in the forest this is a story how they went in NOTE Treffsikkerhet: 87% (HØY) 00:02:14.800 --> 00:02:23.800 they are kind of in deep shit and are chased by wild animals and very scared they have to live up in 00:02:23.800 --> 00:02:30.700 the trees and he climbs up to them, and he says do you want me to save you or he kind of says 00:02:30.700 --> 00:02:36.700 I'm going to save you now and invites the whole tribe or every one 00:02:36.700 --> 00:02:38.649 of them to come NOTE Treffsikkerhet: 70% (MEDIUM) 00:02:38.649 --> 00:02:44.900 into him back to England and be locked in his factory NOTE Treffsikkerhet: 78% (HØY) 00:02:45.100 --> 00:02:54.500 and it's just kind of in there in the text, it's like okay so we're talking about an owner of the 00:02:54.500 --> 00:03:01.400 means of production industrial magnets going to a Pacific island finding an exotic tribe 00:03:01.400 --> 00:03:07.300 and they have these skirts and everything taking literally every one of them and locking them into 00:03:07.300 --> 00:03:09.500 his factory forever. NOTE Treffsikkerhet: 71% (MEDIUM) 00:03:09.500 --> 00:03:20.800 That is to me just a bit creepy and kind of wrong. When you 00:03:20.800 --> 00:03:26.500 read too much anthropology and I start reading things like that kind of messes 00:03:26.500 --> 00:03:32.600 things up or maybe makes them more interesting, because I talked about this like to a friend of mine 00:03:32.600 --> 00:03:36.850 hey I was reading this thing and it made me think what what is the kind of implicit NOTE Treffsikkerhet: 78% (HØY) 00:03:36.850 --> 00:03:42.900 Assumptions the norms that was granted in Roal Dahls world when he's writing this in the 00:03:42.900 --> 00:03:52.600 1950s or whatever that it kind of seeps into the literature and then she looked at me and he's like man 00:03:52.600 --> 00:03:59.700 you read too much anthropology. I just wanted to point this out because this is and I don't 00:03:59.700 --> 00:04:06.400 want you to do this kind of thing but I want you to remember that this is kind of what we're doing 00:04:06.400 --> 00:04:07.300 here this is NOTE Treffsikkerhet: 91% (HØY) 00:04:07.300 --> 00:04:14.700 the project is try to learn some tools for thinking better tools for thinking like an 00:04:14.700 --> 00:04:20.000 anthropologist or tools from just seeing the world a little bit differently seeing things for what 00:04:20.000 --> 00:04:31.600 they actually are and applying them to our everyday life or stuff that really matters so it is kind 00:04:31.600 --> 00:04:37.100 of process in anthropology going to strange places of course you know traditionally we did this NOTE Treffsikkerhet: 75% (MEDIUM) 00:04:37.100 --> 00:04:44.500 and we still do but also then through that process making the familiar much more strange it is 00:04:44.500 --> 00:04:50.250 like have what is this jeans all of the sudden you have things to say about jeans that you didn't really know 00:04:50.250 --> 00:04:55.950 before or about coffee and this is what we're coming back to now. NOTE Treffsikkerhet: 91% (HØY) 00:04:55.950 --> 00:04:57.950 NOTE Treffsikkerhet: 83% (HØY) 00:04:57.950 --> 00:05:10.700 You can bear with me through the echo, I hope so. It made me a bit self-conscious now yes so 00:05:10.700 --> 00:05:19.150 whereas Daniel Miller and Sophie Woodward would go into the act of choosing jeans the act of putting on something 00:05:19.150 --> 00:05:25.100 thinking about what to wear so on. Roseberry wants to come up with NOTE Treffsikkerhet: 91% (HØY) 00:05:25.800 --> 00:05:29.150 a proper understanding NOTE Treffsikkerhet: 91% (HØY) 00:05:29.150 --> 00:05:33.299 of the proliferation of specialty coffees NOTE Treffsikkerhet: 84% (HØY) 00:05:33.299 --> 00:05:40.400 and then this is the pattern okay the proliferation of specialty coffees what's going on here he 00:05:40.400 --> 00:05:48.900 Says a proper understanding and his account or his attempt at the proper understanding is deeply 00:05:48.900 --> 00:05:58.100 historical one so we could also go a little bit inspired by him into what did coffee represent and 00:05:58.100 --> 00:06:03.900 what was it how did it come onto the world stage so to speak I'm not going to give NOTE Treffsikkerhet: 82% (HØY) 00:06:03.900 --> 00:06:11.500 then a origin story of Ethiopian Yemen I went up and I googled that myself you can do it it's not 00:06:11.500 --> 00:06:20.900 so very interesting but I think for our purposes here right now is to remember that coffee was once 00:06:20.900 --> 00:06:30.450 upon a time a very distinguished thing it was something that NOTE Treffsikkerhet: 91% (HØY) 00:06:30.450 --> 00:06:34.900 was brought to NOTE Treffsikkerhet: 81% (HØY) 00:06:35.100 --> 00:06:46.750 the west through the colonies so it was something that was invented in North Eastern Africa and 00:06:46.750 --> 00:06:56.200 brought to Latin America and elsewhere to harvest and to grow in the European 00:06:56.200 --> 00:07:04.950 colonies and brought back to the coffee houses that distinguish the upper classes in London and NOTE Treffsikkerhet: 83% (HØY) 00:07:04.950 --> 00:07:12.500 New York in Amsterdam whatever Oslo I'm sure in the 1600s 1700s 1800s NOTE Treffsikkerhet: 82% (HØY) 00:07:12.500 --> 00:07:20.650 this is where a place where people who thought highly of themselves or their own mental 00:07:20.650 --> 00:07:22.450 processes NOTE Treffsikkerhet: 90% (HØY) 00:07:22.450 --> 00:07:30.200 perhaps went to discuss news and culture and it was also of course not an alcoholic thing so it's 00:07:30.200 --> 00:07:36.500 kind of approved by the churches, it was separated it was distinguished NOTE Treffsikkerhet: 91% (HØY) 00:07:36.500 --> 00:07:39.549 from bars NOTE Treffsikkerhet: 72% (MEDIUM) 00:07:39.549 --> 00:07:48.299 where you would have you know your run-of-the-mill kind of people interesting expression by the way 00:07:48.299 --> 00:07:54.700 run-of-the-mill must have to do with milling no we know about Milling now with EP 00:07:54.700 --> 00:07:56.300 Thompson NOTE Treffsikkerhet: 88% (HØY) 00:07:57.500 --> 00:08:07.000 yeah I'm tempted to go into digression I will not so it was intimately tied to process of class 00:08:07.000 --> 00:08:16.000 distinction and of course also to the colonial empires and then gradually coffee becomes kind of the 00:08:16.000 --> 00:08:22.950 what Roseberry calls the beverage of capitalism. Coffee for the masses. NOTE Treffsikkerhet: 90% (HØY) 00:08:22.950 --> 00:08:30.200 There is rationing of coffee in the second world war it was part of the military ration you couldn't 00:08:30.200 --> 00:08:39.549 be a soldier you couldn't be a person without having a sip of this energising thing and so coffee grows up NOTE Treffsikkerhet: 91% (HØY) 00:08:39.549 --> 00:08:41.549 together with NOTE Treffsikkerhet: 75% (MEDIUM) 00:08:41.549 --> 00:08:56.600 modern Fordist he uses that term mass produced industrial society as something that we 00:08:56.600 --> 00:09:06.900 drink in order to stay up and work harder, it is intimately tied to capitalist production and it kind 00:09:06.900 --> 00:09:09.100 of still is NOTE Treffsikkerhet: 75% (MEDIUM) 00:09:10.800 --> 00:09:22.300 but then Roseberry starts perhaps kind of at the downturn of this explosion of mass of kind of 00:09:22.300 --> 00:09:28.300 the rates of coffee drinking in the US he sees that the rates of coffee drinking in the US has gone down 00:09:28.300 --> 00:09:38.700 from 74 percent to 50 percent coffee drinkers, from 62 to 88 what is going on? coffee used to be the 00:09:38.700 --> 00:09:40.300 hunger killer for the proletariat NOTE Treffsikkerhet: 91% (HØY) 00:09:40.300 --> 00:09:47.450 what made them work harder and so on, and then the rate of coffee drinking went down 00:09:47.450 --> 00:09:52.600 something happens now he says it is the beverage of post-modernism NOTE Treffsikkerhet: 83% (HØY) 00:09:52.600 --> 00:09:59.700 we'll get to what that means. Roseberry kind of documents and the ethnography here in his NOTE Treffsikkerhet: 90% (HØY) 00:09:59.700 --> 00:10:06.600 paper is kind of is not people doing things with other people and Roseberry participating in 00:10:06.600 --> 00:10:14.500 observing and that but it is a study of Industry journals what the business people themselves the 00:10:14.500 --> 00:10:24.600 coffee men as they call them say and how they interpret and reason around the development of coffee the 00:10:24.600 --> 00:10:30.050 coffee market and he goes and finds some fascinating NOTE Treffsikkerhet: 77% (HØY) 00:10:30.050 --> 00:10:38.100 things that they say one of them is like a one of the coffee magnets and says that hey this is 00:10:38.100 --> 00:10:43.650 anything new this is new thing going on we've seen this decline in the mass consumption of coffee 00:10:43.650 --> 00:10:50.200 until 88 and then he comes and says a we're doing something new here we're entering the me 00:10:50.200 --> 00:10:56.700 Generation The crucial question that me oriented consumers will ask of all types of products are 00:10:56.700 --> 00:10:59.950 What is in it for me is the product me? NOTE Treffsikkerhet: 69% (MEDIUM) 00:10:59.950 --> 00:11:04.100 is it consistent with my lifestyle NOTE Treffsikkerhet: 91% (HØY) 00:11:04.100 --> 00:11:11.800 and for many people the answer when they faced this ordinary coffee mug in a US diner 00:11:11.800 --> 00:11:16.750 was not that was not me, and NOTE Treffsikkerhet: 85% (HØY) 00:11:16.750 --> 00:11:25.700 this I think is kind of an accurate assessment there is a point that the standard coffee 00:11:25.700 --> 00:11:35.900 drinking era was coming to an end and they saw how a new generation of people emerged desiring 00:11:35.900 --> 00:11:39.800 coffee as class distinction once again. NOTE Treffsikkerhet: 91% (HØY) 00:11:40.500 --> 00:11:44.099 They wanted something me NOTE Treffsikkerhet: 91% (HØY) 00:11:44.099 --> 00:11:52.500 and Roseberry into different reasons for how this shift then turned into what we face today in 00:11:52.500 --> 00:11:58.300 the kantina which is coffee specialization okay this is something that we maybe take for 00:11:58.300 --> 00:12:04.100 granted those of you who are old enough you won't take it for granted because you remember that the 00:12:04.100 --> 00:12:11.200 coffee used to be just one thing and now it's 19 things in front of you in the coffee bar what is that 00:12:11.200 --> 00:12:12.000 shift NOTE Treffsikkerhet: 88% (HØY) 00:12:12.000 --> 00:12:20.900 I remembered the time when the first coffee shop cafe came to my hometown which is Porsgrunn an 00:12:20.900 --> 00:12:27.300 Industrial town two and a half hours south of Oslo where my father worked in the factory my mother 00:12:27.300 --> 00:12:35.200 worked in the post office there was no thing known as going out and having a coffee there was 00:12:35.200 --> 00:12:41.450 something called the 'konditori' which is where you have like a 'bolle' and NOTE Treffsikkerhet: 82% (HØY) 00:12:41.450 --> 00:12:48.400 chocolate or whatever a bun and you sit with your with your grandmother on a Sunday or 00:12:48.400 --> 00:12:53.400 Saturday or when you go to the doctor and you feel bad and you probably go to the 'konditori' 00:12:53.400 --> 00:12:58.200 afterwards but just to go out and have a cup of coffee sit around drinking cafe latte and there 00:12:58.200 --> 00:13:03.500 was no such thing when I grew up, and I remember there was something called 'kaffekompaniet' here this is a 00:13:03.500 --> 00:13:09.500 new hip guy I'm sure or girl they went and they started this thing and they started giving people 00:13:09.500 --> 00:13:11.750 coffee in this town it was unheard of, and I NOTE Treffsikkerhet: 74% (MEDIUM) 00:13:11.750 --> 00:13:18.900 remember people were just like 'so we sit there and just have coffee?' this was a new thing and now 00:13:18.900 --> 00:13:25.000 it's all over we take it for granted it is familiar but actually Roseberry says hey remember it's 00:13:25.000 --> 00:13:34.500 strange this is anthropology. What happens why is this shift why do we live in this different 00:13:34.500 --> 00:13:41.950 coffee world now why is it that we have this flourishing of coffee specialisation. NOTE Treffsikkerhet: 83% (HØY) 00:13:41.950 --> 00:13:54.700 He gives complex historical explanation different elements of that okay there's a push from 00:13:54.700 --> 00:14:02.800 purchasers there's a new me generation who perhaps seek class distinction in new ways through 00:14:02.800 --> 00:14:08.400 coffee so they're not satisfied with coffee as a NOTE Treffsikkerhet: 91% (HØY) 00:14:08.400 --> 00:14:11.700 as a signifier. NOTE Treffsikkerhet: 84% (HØY) 00:14:12.000 --> 00:14:18.500 so there's a push from the purchaser for more specialized coffee there's a shift in the global 00:14:18.500 --> 00:14:25.700 trade that allows pressured beans to be stored for shorter time NOTE Treffsikkerhet: 76% (HØY) 00:14:26.400 --> 00:14:34.200 so that is also very much behind the gourmet coffee experience is that the beans are supposed to be 00:14:34.200 --> 00:14:40.300 fresh and not supposed to be stored for months, the way that the global 00:14:40.300 --> 00:14:46.400 economy was kind of shrunk in terms of the distance that coffee had to travel and the time that it 00:14:46.400 --> 00:14:52.100 spent traveling that distance that also contributed so this is kind of a technological also 00:14:52.100 --> 00:14:56.050 explanation in the back here there's a container evolution NOTE Treffsikkerhet: 91% (HØY) 00:14:56.050 --> 00:15:05.400 shipping was much quicker also contributing to cutting the storage time NOTE Treffsikkerhet: 91% (HØY) 00:15:05.400 --> 00:15:11.600 and then there's a price fluctuation of ordinary coffee bean not the gourmet beans so that the 00:15:11.600 --> 00:15:21.900 ordinary beans become more expensive and relatively not so much less expensive than the expensive 00:15:21.900 --> 00:15:28.700 Beans so the jump from the ordinary beans to the gourmet beans was kind of smaller NOTE Treffsikkerhet: 91% (HØY) 00:15:29.000 --> 00:15:38.050 and then so all these are kind of factors in his explanation for why this shift happened NOTE Treffsikkerhet: 91% (HØY) 00:15:38.050 --> 00:15:41.599 but then of course boom NOTE Treffsikkerhet: 91% (HØY) 00:15:41.599 --> 00:15:44.900 the coffee industry notices NOTE Treffsikkerhet: 80% (HØY) 00:15:44.900 --> 00:15:51.900 what's going on, there are small merchants and people who are kind of creating niches and people are 00:15:51.900 --> 00:15:58.900 going crazy I imagine like in Brooklyn or whatever and their small brand of coffee and 00:15:58.900 --> 00:16:08.400 then the big corporations noticed this trend and say hey here is an incredible opportunity to take 00:16:08.400 --> 00:16:11.600 back some of that market share that we lost. NOTE Treffsikkerhet: 79% (HØY) 00:16:14.600 --> 00:16:28.450 The big actors eat up the small to use a metaphor that is in line with the topic of today NOTE Treffsikkerhet: 91% (HØY) 00:16:28.450 --> 00:16:38.200 and we still see the effects of this thing happening now that the big corporate coffee 00:16:38.200 --> 00:16:41.300 actors swung into action NOTE Treffsikkerhet: 85% (HØY) 00:16:41.300 --> 00:16:50.900 as I said when you enter a shop there's ever increasing number of choice I'm sure maybe in five 00:16:50.900 --> 00:16:56.800 years we'll go to Kaffebrenneriet and we'll have three choices of coffee or maybe 00:16:56.800 --> 00:17:04.050 there's a pushback and with people and maybe we have already seen little bit pushback 00:17:04.050 --> 00:17:10.400 places that kind of pride themselves and just having straight up coffee and of course you'd also see 00:17:10.400 --> 00:17:11.250 or not NOTE Treffsikkerhet: 85% (HØY) 00:17:11.250 --> 00:17:16.500 this is the kind of an open playing field but you see in some of the same processes also having 00:17:16.500 --> 00:17:22.900 happened to beer no used to be the case that when you went to the bar you asked for a beer they give 00:17:22.900 --> 00:17:30.000 you a beer a pils and then now there are many places where you can go in and this and there's this 00:17:30.000 --> 00:17:38.400 dude in like a hip outfit says what is that question that we have so much beer like make up your 00:17:38.400 --> 00:17:41.400 mind what do you like is it the pail or the NOTE Treffsikkerhet: 65% (MEDIUM) 00:17:41.400 --> 00:17:53.900 I don't know there's a proliferation of choice and and what Roseberry does for us is to kind 00:17:53.900 --> 00:18:01.500 of invite us to think a little bit critically about that what are the reason for why those things 00:18:01.500 --> 00:18:03.900 happen in an economy NOTE Treffsikkerhet: 91% (HØY) 00:18:04.600 --> 00:18:14.700 and it's complex it involves many factors with many actors but it is a process where NOTE Treffsikkerhet: 91% (HØY) 00:18:15.900 --> 00:18:26.200 in fact a lot of the choices have been made for us before we get to get to have this 00:18:26.200 --> 00:18:29.750 choice of two kinds of coffee NOTE Treffsikkerhet: 88% (HØY) 00:18:29.750 --> 00:18:39.100 it's kind of a dance between consumer demand and capital where Roseberry says capital is very 00:18:39.100 --> 00:18:42.000 much leading this dance NOTE Treffsikkerhet: 74% (MEDIUM) 00:18:43.300 --> 00:18:53.500 because you weren't born liking double latte with chai whatever no with the soy 00:18:53.500 --> 00:19:00.000 milk this is something that was you were conditioned to want that NOTE Treffsikkerhet: 79% (HØY) 00:19:00.000 --> 00:19:09.150 it wasn't something that you just woke up and desired it's some it's a desire that was you were 00:19:09.150 --> 00:19:19.400 impregnated with that desire you could even say through very complex social processes but process 00:19:19.400 --> 00:19:25.100 that you didn't have so much saying about NOTE Treffsikkerhet: 87% (HØY) 00:19:25.100 --> 00:19:29.449 this is at least what Roseberry NOTE Treffsikkerhet: 91% (HØY) 00:19:29.449 --> 00:19:31.450 NOTE Treffsikkerhet: 81% (HØY) 00:19:31.450 --> 00:19:39.400 and he has this quote by Arjun Appadurai saying that the consumer is consistently helped to believe 00:19:39.400 --> 00:19:45.900 that he or she is an actor whereas in fact he or she is at best a chooser NOTE Treffsikkerhet: 78% (HØY) 00:19:48.100 --> 00:19:52.450 and Roseberry reflects towards the end of his paper NOTE Treffsikkerhet: 91% (HØY) 00:19:52.450 --> 00:20:04.400 on how he might and on himself and how his newfound freedom to choose and the taste and the 00:20:04.400 --> 00:20:11.100 Discrimination I cultivate have been shaped by traders and marketers responding to a long-term 00:20:11.100 --> 00:20:17.800 decline in sales with a move towards market segmentation along class and generational lines so there 00:20:17.800 --> 00:20:21.199 these marketers and and coffee traders NOTE Treffsikkerhet: 75% (MEDIUM) 00:20:21.199 --> 00:20:32.150 Who in response to the decline in all over in general coffee consumption have started to target 00:20:32.150 --> 00:20:41.500 you as a coffee drinker in much more specialized way finding you who live in Grünlerløkka or whatever 00:20:41.500 --> 00:20:47.800 in Norway and this age this class we're going to target you and create a coffee that is made for 00:20:47.800 --> 00:20:51.750 you and then seven or eight nine different other NOTE Treffsikkerhet: 91% (HØY) 00:20:51.750 --> 00:20:56.700 ideal coffee consumers that were made up NOTE Treffsikkerhet: 91% (HØY) 00:20:56.700 --> 00:21:05.400 and of course this is known to many of you in studying the social sciences but this is kind of a way 00:21:05.400 --> 00:21:09.400 to say that our choices have been structured. NOTE Treffsikkerhet: 79% (HØY) 00:21:10.200 --> 00:21:17.350 Does anyone kind of have the exclamation mark here when you read these words are you a kind of in 00:21:17.350 --> 00:21:21.300 there's a pattern mode of reading like what is the pattern and then there's the exclamation mark 00:21:21.300 --> 00:21:23.100 what is the connection NOTE Treffsikkerhet: 91% (HØY) 00:21:28.200 --> 00:21:38.200 of course how much choice do we actually have there's a book we reading the first chapter of which 00:21:38.200 --> 00:21:43.200 is called free to choose by Milton Friedman and Rose Friedman NOTE Treffsikkerhet: 74% (MEDIUM) 00:21:44.000 --> 00:21:52.200 and this also foreshadows a lot of what we going to look at when you read the book by Seth Holmes 00:21:52.200 --> 00:21:59.600 fresh fruit and broken bodies which deals with structural how structural power operates how things 00:21:59.600 --> 00:22:07.300 that we feel or can be interpreted as choices and freedom is not actually so much of a choice NOTE Treffsikkerhet: 91% (HØY) 00:22:08.200 --> 00:22:13.900 and it also concerns your own lives and my life NOTE Treffsikkerhet: 87% (HØY) 00:22:14.600 --> 00:22:26.100 how much choice do you feel there is in a person to opt out for example of social media on Facebook NOTE Treffsikkerhet: 81% (HØY) 00:22:26.100 --> 00:22:33.600 consider your social media feed we make choices on what to click and we make choices on we go into 00:22:33.600 --> 00:22:39.000 Kaffebrenneriet we make choices, I feel like I am making a very personal individual 00:22:39.000 --> 00:22:45.800 choice I'm going for the chai latte with soy milk and you feel that there's a choice involved here 00:22:45.800 --> 00:22:51.150 but the actual choice of drinking coffee or not is not really a choice that you're making. NOTE Treffsikkerhet: 89% (HØY) 00:22:51.150 --> 00:22:57.000 It's something that everyone does and it not necessary it doesn't have to be like that it was 00:22:57.000 --> 00:23:04.900 declining so how much of a choice is that actually it kind of its kind of rigged the menu is set 00:23:04.900 --> 00:23:11.200 these choices have already been made for you and you can say the same thing about Facebook social 00:23:11.200 --> 00:23:12.700 media feed NOTE Treffsikkerhet: 82% (HØY) 00:23:12.700 --> 00:23:19.900 there are marketing concerns and ingenious ways now using algorithms to show you the material that 00:23:19.900 --> 00:23:29.150 will get you to do something even it is to buy a coffee that you feel is very personal for you or to 00:23:29.150 --> 00:23:34.050 click on something that makes money for Facebook NOTE Treffsikkerhet: 85% (HØY) 00:23:34.050 --> 00:23:42.900 so they show you a set menu of things that the choice menu but the menu is kind of already organized 00:23:42.900 --> 00:23:49.200 in order for you to choose something that you feel makes an intuitive meaning and gives you 00:23:49.200 --> 00:23:57.550 pleasure but is actually put together by someone else or something else in the case of algorithms NOTE Treffsikkerhet: 81% (HØY) 00:23:57.550 --> 00:24:04.200 and as a whole of course this is a service Facebook that someone gives you for free okay Freedom 00:24:04.200 --> 00:24:10.800 ding ding ding what is freedom do to you as an anthropologist you should reach for your 00:24:10.800 --> 00:24:16.800 intellectual revolver and and be kind of on your guard saying what is actually going on here well 00:24:16.800 --> 00:24:22.700 there's the servicer claims to give you something for free yet how much choice does a teenager do 00:24:22.700 --> 00:24:27.350 you think having opting out of Facebook today NOTE Treffsikkerhet: 78% (HØY) 00:24:27.350 --> 00:24:29.800 when did any of us NOTE Treffsikkerhet: 83% (HØY) 00:24:30.400 --> 00:24:39.550 and how much choice is actually making in not drinking coffee or is that even a choice maybe it is. 00:24:39.550 --> 00:24:48.600 this is still something that you can think about critically by using the text like Roseberry NOTE Treffsikkerhet: 91% (HØY) 00:24:51.100 --> 00:24:59.400 another connection we have think time for this just to show you how this connection mode can work NOTE Treffsikkerhet: 81% (HØY) 00:24:59.400 --> 00:25:08.400 It worked for me when I read this text again. We come back to price setting and he has a 00:25:08.400 --> 00:25:15.600 story in there about how there was just there was this price determining organisation Association of 00:25:15.600 --> 00:25:24.100 coffee producers in the world and they came together and they decided on the price or they influenced 00:25:24.100 --> 00:25:29.500 the price they controlled the mechanisms that kind of set the NOTE Treffsikkerhet: 91% (HØY) 00:25:29.500 --> 00:25:42.400 price and in 1989 at the height of kind of neoliberal policies in the US and in the UK it was NOTE Treffsikkerhet: 84% (HØY) 00:25:45.400 --> 00:25:57.400 put to rest and there was a free market in coffee sales wholesale coffee and then by 1993 Colombia and 00:25:57.400 --> 00:26:02.800 a few other Central American Producers came together because they were saw that the prices were 00:26:02.800 --> 00:26:09.500 kind of dropping in the free market because there was a there was a race to the bottom where people 00:26:09.500 --> 00:26:14.050 started to try find ways to produce coffee cheaper and cheaper and cheaper NOTE Treffsikkerhet: 80% (HØY) 00:26:14.050 --> 00:26:20.500 in order to out-compete the others the price went down and down down and then these countries came 00:26:20.500 --> 00:26:25.550 together and they said we need to stop this we need to form a new Union a new association to 00:26:25.550 --> 00:26:32.100 recover some of that price that we had before and that is of course a ding ding ding moment where 00:26:32.100 --> 00:26:33.650 you can think oh NOTE Treffsikkerhet: 91% (HØY) 00:26:33.650 --> 00:26:40.600 have we seen other ways that people out of a moral concern out of the mobilizing social 00:26:40.600 --> 00:26:43.950 resources try to control the price NOTE Treffsikkerhet: 86% (HØY) 00:26:43.950 --> 00:26:50.800 EP Thompson again and the moral economy and the battle for the bread price or you could 00:26:50.800 --> 00:27:00.200 remember Karl Polanyi and double movement so this is just to remind you that as as this the kind of 00:27:00.200 --> 00:27:08.300 point of this course is to not to tell you what to think but to give you some tools for thinking not 00:27:08.300 --> 00:27:14.600 the answers so in the exam I want you to NOTE Treffsikkerhet: 91% (HØY) 00:27:15.500 --> 00:27:26.950 show us that you can use these tools for thinking and that of course is the last thing we'll spend a 00:27:26.950 --> 00:27:34.500 few minutes on. Is actually consumption a useful analytical tool? NOTE Treffsikkerhet: 91% (HØY) 00:27:37.300 --> 00:27:49.900 this is kind of taking a step up the ladder of abstraction okay, and I want you to not be intimidated 00:27:49.900 --> 00:27:52.900 by almost anything NOTE Treffsikkerhet: 78% (HØY) 00:27:55.200 --> 00:28:08.400 not David Graeber's text on consumption. David Graeber is a really cool and anthropologist he is 00:28:08.400 --> 00:28:13.650 always worth reading and this text is also very much worth reading NOTE Treffsikkerhet: 74% (MEDIUM) 00:28:13.650 --> 00:28:15.600 but it NOTE Treffsikkerhet: 84% (HØY) 00:28:18.900 --> 00:28:23.550 kind of flies over your head okay NOTE Treffsikkerhet: 87% (HØY) 00:28:23.550 --> 00:28:28.800 so let me just give you some pointers to NOTE Treffsikkerhet: 87% (HØY) 00:28:41.800 --> 00:28:49.000 and if you feel like things are flying a little bit over your head don't kind of don't worry it's going 00:28:49.000 --> 00:28:56.300 to be all right, don't put the text away often it's just good to just keep going and see what sticks 00:28:56.300 --> 00:29:02.500 and find something that resonates with you and there's something that will resonate with 00:29:02.500 --> 00:29:08.800 you in this text and then don't kind of spent three days trying to read it or put it away and feel 00:29:08.800 --> 00:29:10.750 anxious just try to NOTE Treffsikkerhet: 86% (HØY) 00:29:10.750 --> 00:29:13.800 turn the pages and see what happens. NOTE Treffsikkerhet: 85% (HØY) 00:29:14.400 --> 00:29:18.050 And what happens I hope NOTE Treffsikkerhet: 87% (HØY) 00:29:18.050 --> 00:29:30.600 that you will start to question this category itself of consumption. Okay so this is a very typical 00:29:30.600 --> 00:29:36.700 kind of anthropological move all this lecture we've been talking about how NOTE Treffsikkerhet: 81% (HØY) 00:29:37.400 --> 00:29:45.000 anthropologists study consumption help us to take or stop take for granted things that we are used 00:29:45.000 --> 00:29:51.200 to be taking for granted and then at the end comes another anthropologist who says oh that word that 00:29:51.200 --> 00:29:56.700 helps you not to take things for granted you shouldn't take that for granted either actually 00:29:56.700 --> 00:30:04.500 consumption is a problematic category and I think he might be on to something NOTE Treffsikkerhet: 89% (HØY) 00:30:06.200 --> 00:30:12.449 because this is all kind of interesting and revealing about coffee and about jeans NOTE Treffsikkerhet: 74% (MEDIUM) 00:30:12.449 --> 00:30:16.700 but maybe consumption there is a few NOTE Treffsikkerhet: 91% (HØY) 00:30:18.700 --> 00:30:24.250 assumptions that are problematic into our analysis NOTE Treffsikkerhet: 78% (HØY) 00:30:24.250 --> 00:30:27.500 that's Graeber's argument. NOTE Treffsikkerhet: 84% (HØY) 00:30:31.400 --> 00:30:36.100 I'm very curious what you're saying do you want to say it out loud. NOTE Treffsikkerhet: 85% (HØY) 00:30:50.400 --> 00:30:53.600 *inaudible from the audience* NOTE Treffsikkerhet: 83% (HØY) 00:30:55.200 --> 00:31:02.300 This is what I talked about is like a standard definition of 00:31:02.300 --> 00:31:07.300 economic behaviour is what people do when they engage in production, distribution, exchange and 00:31:07.300 --> 00:31:16.550 consumption. Please don't take this as a kind of a ?rule?. 00:31:16.550 --> 00:31:17.550 NOTE Treffsikkerhet: 85% (HØY) 00:31:17.550 --> 00:31:24.350 You will not get a question on the exam asking what is economy and then you say 00:31:24.350 --> 00:31:30.000 Ståle he said that its production exchange and consumption and then maybe not consumption. 00:31:30.000 --> 00:31:36.700 This is not what I mean this is just like a one neat little summary of what people have 00:31:36.700 --> 00:31:44.500 tried to define when they talk about economic behaviour, and then if consumption belong up there NOTE Treffsikkerhet: 80% (HØY) 00:31:44.500 --> 00:31:48.500 that's the question that the Graeber is NOTE Treffsikkerhet: 85% (HØY) 00:31:48.600 --> 00:31:53.600 discussing, his answer is no. NOTE Treffsikkerhet: 88% (HØY) 00:31:53.600 --> 00:31:56.500 and I'll tell you why NOTE Treffsikkerhet: 80% (HØY) 00:31:59.800 --> 00:32:07.200 Graeber's pattern okay here he is NOTE Treffsikkerhet: 78% (HØY) 00:32:07.200 --> 00:32:15.949 he died this last year. Very much towering figure in NOTE Treffsikkerhet: 91% (HØY) 00:32:15.949 --> 00:32:20.950 anthropology and sad really sad loss NOTE Treffsikkerhet: 76% (HØY) 00:32:20.950 --> 00:32:30.300 for us I think. His pattern, let's just stick with 00:32:30.300 --> 00:32:37.400 this pattern thing that I've been going on and on about his pattern is hey there are all these 00:32:37.400 --> 00:32:44.250 anthropologists that have been writing about consumption since the 80s NOTE Treffsikkerhet: 91% (HØY) 00:32:44.250 --> 00:32:53.000 What is up with that? why is suddenly every one talking a little bit of the same 00:32:53.000 --> 00:33:00.550 language about how we need to take consumption practices seriously and not kind of brush them off as 00:33:00.550 --> 00:33:07.200 consumerist robot you need to kind of see the creativity the kind of Daniel Miller argument here 00:33:07.200 --> 00:33:14.650 about consumption we need to see this as place NOTE Treffsikkerhet: 84% (HØY) 00:33:14.650 --> 00:33:24.600 of human creativity and agency. Then Graeber looks at this and he says what is going on here 00:33:24.600 --> 00:33:34.050 why did this kind of shoot into anthropology so quickly, why did it become so 00:33:34.050 --> 00:33:41.600 popular and his argument is this is where he ends up is that consumption does not belong 00:33:41.600 --> 00:33:44.550 In anthropology as an analytical category it NOTE Treffsikkerhet: 83% (HØY) 00:33:44.550 --> 00:33:51.800 should be investigated as an ideology. What on earth does he mean by that? NOTE Treffsikkerhet: 78% (HØY) 00:33:52.800 --> 00:34:02.600 to understand his problem with consumption as an analytical category NOTE Treffsikkerhet: 91% (HØY) 00:34:03.800 --> 00:34:12.699 try to think about what the term means originally he says. NOTE Treffsikkerhet: 91% (HØY) 00:34:13.100 --> 00:34:16.699 where the word comes from NOTE Treffsikkerhet: 73% (MEDIUM) 00:34:18.199 --> 00:34:26.400 Graeber points out that it originally connotes and carries this meaning of destruction. NOTE Treffsikkerhet: 87% (HØY) 00:34:29.500 --> 00:34:36.350 Consumption is a metaphor that is drawn from ?eating? NOTE Treffsikkerhet: 84% (HØY) 00:34:36.350 --> 00:34:46.850 and that is a process of destruction I go to a bakery and I order a 'bolle' and I eat that and this 00:34:46.850 --> 00:34:53.399 goes down into my system I destroy it, it goes away but become something else completely NOTE Treffsikkerhet: 73% (MEDIUM) 00:34:53.399 --> 00:34:56.500 and the bolle is destroyed NOTE Treffsikkerhet: 63% (MEDIUM) 00:34:57.100 --> 00:35:03.950 and this way you could say you are NOTE Treffsikkerhet: 82% (HØY) 00:35:03.950 --> 00:35:08.400 consumed also by Rage or example NOTE Treffsikkerhet: 90% (HØY) 00:35:08.400 --> 00:35:15.200 yes I can I was consumed by emotions I was consumed by rage I just couldn't control myself you've been 00:35:15.200 --> 00:35:21.500 destroyed by something, it injects something into your body and it 00:35:21.500 --> 00:35:31.800 destroys it, it destroys your agency you're consumed by rage. A NOTE Treffsikkerhet: 83% (HØY) 00:35:33.300 --> 00:35:43.500 car consumes fossil, it destroys fossil sends it up into the air. This is okay all this is 00:35:43.500 --> 00:35:52.400 okay for Graeber this is accurate use of the word consumption but Greater argues that consumption 00:35:52.400 --> 00:35:58.800 is not in fact a useful metaphor for all the things that we tend to associate with it NOTE Treffsikkerhet: 91% (HØY) 00:35:58.800 --> 00:36:01.450 listening to music NOTE Treffsikkerhet: 91% (HØY) 00:36:01.450 --> 00:36:10.750 it's not really consumption is not really destroying anything making a meal for friends watching TV NOTE Treffsikkerhet: 81% (HØY) 00:36:10.750 --> 00:36:18.800 do we really consume in the literal sense of the word if we apply that original sense of the word 00:36:18.800 --> 00:36:21.200 do we consume TV NOTE Treffsikkerhet: 90% (HØY) 00:36:21.200 --> 00:36:25.500 in the same way that we consume a hamburger NOTE Treffsikkerhet: 89% (HØY) 00:36:26.800 --> 00:36:31.149 he says no and this is a problem for him NOTE Treffsikkerhet: 90% (HØY) 00:36:31.149 --> 00:36:37.400 because what does consumption actually connote what is the baggage what are the implicit 00:36:37.400 --> 00:36:43.600 assumptions about human beings and human society that are brought into our analysis our 00:36:43.600 --> 00:36:48.000 studies when we use this term uncritically NOTE Treffsikkerhet: 91% (HØY) 00:36:48.000 --> 00:36:58.600 consumption connotes eating, it is a metaphor for eating, it is about satisfying individual desires NOTE Treffsikkerhet: 91% (HØY) 00:36:59.600 --> 00:37:04.250 that are supposed to that are imagined as infinite NOTE Treffsikkerhet: 91% (HØY) 00:37:04.250 --> 00:37:07.600 in consumer society NOTE Treffsikkerhet: 91% (HØY) 00:37:07.700 --> 00:37:16.000 and it is in essence a relationship between you as an individual and a thing NOTE Treffsikkerhet: 85% (HØY) 00:37:18.100 --> 00:37:27.250 and that is another kind of ding ding ding moment turning relationships between 00:37:27.250 --> 00:37:34.800 humans relations that are you know in essence between humans and making them look like 00:37:34.800 --> 00:37:40.500 A relationship between the individual and a thing sounds a bit 00:37:40.500 --> 00:37:45.500 like commodity fetishism to me NOTE Treffsikkerhet: 87% (HØY) 00:37:46.600 --> 00:37:51.800 and I think Graeber would say that to that he's concerned that the concept of consumption is 00:37:51.800 --> 00:37:57.000 complicit in the kind of commodity fetishism even though it doesn't say it, but his point is quite 00:37:57.000 --> 00:38:05.600 simple it is that these complex activities that I've described they're not accurately describe they're not 00:38:05.600 --> 00:38:10.900 accurately captured by this term consumption. NOTE Treffsikkerhet: 85% (HØY) 00:38:13.300 --> 00:38:22.500 Graeber wants us to be aware of the assumptions that are smuggled into our analysis when we 00:38:22.500 --> 00:38:30.700 use certain words and it's problem is the idea of consumption it carries this kind of 00:38:30.700 --> 00:38:38.300 neoliberal baggage of individualized desire of relationship between persons or an individual and 00:38:38.300 --> 00:38:39.800 a thing. We carry these NOTE Treffsikkerhet: 83% (HØY) 00:38:40.300 --> 00:38:47.800 connotations at the same time as divide kind of the whole world into there's 00:38:47.800 --> 00:38:52.900 production and then there's the consumption of what we produce, and this is 00:38:52.900 --> 00:38:59.100 what the economy is about that is something that is part of the consumption concept 00:38:59.100 --> 00:39:04.800 invites us to think and he has a big problem with that, he does not want to divide the socio-economic 00:39:04.800 --> 00:39:07.000 world in two NOTE Treffsikkerhet: 91% (HØY) 00:39:07.700 --> 00:39:13.700 because when you look closer at what people do when they do consumption in creative ways as 00:39:13.700 --> 00:39:16.650 anthropologists have often NOTE Treffsikkerhet: 89% (HØY) 00:39:16.650 --> 00:39:24.400 Found and talked about and highlighted. There are these people they watch TV but then they form 00:39:24.400 --> 00:39:30.500 like they watched Star Trek shows and then they form like little clubs around that and they build 00:39:30.500 --> 00:39:38.200 their identity around Star Trek television show or Friends or whatever they engage very creatively 00:39:38.200 --> 00:39:45.600 with the Levi's jeans thing and they have like a very thoughtful way of integrating that into their 00:39:45.600 --> 00:39:46.200 life NOTE Treffsikkerhet: 76% (HØY) 00:39:46.200 --> 00:39:53.200 Would you call that consumption? it's not consumption that is production that is 00:39:53.200 --> 00:40:04.200 people producing things producing meaning producing lives with meaning and the idea of 00:40:04.200 --> 00:40:09.600 Of the concept of consumption doesn't really fit those things says Graeber. NOTE Treffsikkerhet: 89% (HØY) 00:40:09.800 --> 00:40:16.500 When creative consumption is most creative it's not really consumption at all it's the deduction NOTE Treffsikkerhet: 84% (HØY) 00:40:18.900 --> 00:40:21.600 does that make sense? NOTE Treffsikkerhet: 90% (HØY) 00:40:22.400 --> 00:40:30.500 it's a bit of a challenging read but I think he has an important point. What we call consumption is 00:40:30.500 --> 00:40:36.500 processes of producing different kinds of humans NOTE Treffsikkerhet: 91% (HØY) 00:40:39.700 --> 00:40:49.000 This term is around we can use it and people use it but as an 00:40:49.000 --> 00:40:54.900 analytical category in anthropology it doesn't really belong up there with production distribution 00:40:54.900 --> 00:41:03.400 exchange this one it's something that makes sense to a lot of people it's kind of an ideology NOTE Treffsikkerhet: 75% (MEDIUM) 00:41:06.600 --> 00:41:14.400 also in the back of the Graebers mind I think is also the question of 00:41:14.400 --> 00:41:21.600 why have we started using this metaphor for eating to describe such a vast array 00:41:21.600 --> 00:41:30.900 of human activity. He has a sense that this consumption concept rhymes very 00:41:30.900 --> 00:41:36.150 well with with the rise of neoliberal policies and neoliberal thoughts NOTE Treffsikkerhet: 91% (HØY) 00:41:36.150 --> 00:41:43.600 as we've talked about earlier in the course, based on individuals satisfying individual desires in 00:41:43.600 --> 00:41:45.300 the market. NOTE Treffsikkerhet: 85% (HØY) 00:41:45.800 --> 00:41:51.900 Anyway he he claims that as a concept it obscures more than it reveals NOTE Treffsikkerhet: 83% (HØY) 00:41:51.900 --> 00:41:59.000 and that's why it doesn't belong in the anthropological analytical vocabulary NOTE Treffsikkerhet: 89% (HØY) 00:41:59.200 --> 00:42:02.700 we can no longer take it for granted. NOTE Treffsikkerhet: 91% (HØY) 00:42:02.700 --> 00:42:05.100 Yes (question from the audience). NOTE Treffsikkerhet: 86% (HØY) 00:42:15.200 --> 00:42:20.149 Yeah I think he would I think he would say that NOTE Treffsikkerhet: 80% (HØY) 00:42:20.149 --> 00:42:32.300 that actually what's going on here is reduction of people that were producing ourselves and people 00:42:32.300 --> 00:42:37.300 are produced, their identities are produced it's a process of production it's not really 00:42:37.300 --> 00:42:44.300 fitting to describe it as consumption because consumption is a fitting this metaphor for eating NOTE Treffsikkerhet: 80% (HØY) 00:42:44.300 --> 00:42:51.800 or for burning of fossil fuels but not so much for as an analytical category for understanding what 00:42:51.800 --> 00:42:54.900 going on it would use other words. NOTE Treffsikkerhet: 89% (HØY) 00:43:07.000 --> 00:43:11.000 Yeah definitely absolutely (Q from the audience) NOTE Treffsikkerhet: 77% (HØY) 00:43:11.800 --> 00:43:19.900 and yeah exactly and this and what that concept of consumption maybe does is also contribute to this 00:43:19.900 --> 00:43:26.600 illusion that the relationship between you and the appropriate way to think about the 00:43:26.600 --> 00:43:31.800 relationship between you and a cup of coffee that you buy in the kantina that the proper way to 00:43:31.800 --> 00:43:36.100 think about that is just you know this is this is there's this relationship there's a thing and then 00:43:36.100 --> 00:43:41.350 there's you and you create your identity with the relationship but actually NOTE Treffsikkerhet: 90% (HØY) 00:43:41.350 --> 00:43:52.800 The anthropologically sound way to think about it is to see this relationship as a much broader kind 00:43:52.800 --> 00:44:01.100 of extended much broader to where the coffee comes from and to see also this process of you 00:44:01.100 --> 00:44:07.900 buying it as a way that in which you create produce or are produced as a certain kind of human 00:44:07.900 --> 00:44:12.200 being it's just a different way of seeing it. NOTE Treffsikkerhet: 74% (MEDIUM) 00:44:14.000 --> 00:44:20.300 if you have kind of sixty percent satisfied with that then I am 100% satisfied 00:44:20.300 --> 00:44:28.900 in conclusion the question still remains. I don't want you to 00:44:28.900 --> 00:44:34.400 think that oh now Graeber comes and says that the Roseberry and Miller texts are kind of 00:44:34.400 --> 00:44:40.900 worthless or something especially Roseberry is not very much in opposition to that I think I think 00:44:40.900 --> 00:44:44.750 if there is kind of a boxing match in this weekin the syllabus NOTE Treffsikkerhet: 84% (HØY) 00:44:44.750 --> 00:44:54.150 It is between Daniel Miller and David Graeber but I think nonetheless it still remains to be discussed 00:44:54.150 --> 00:45:01.400 How deeply actually Graebers argument effects studies like Millers and Woodward's whether I need to 00:45:01.400 --> 00:45:10.200 provide different words or because at the end of the day the truth is still that there is something 00:45:10.200 --> 00:45:14.649 really interesting going on really interesting NOTE Treffsikkerhet: 79% (HØY) 00:45:14.649 --> 00:45:26.900 going on in the purchase end of economic life when people walk around like this and buy things there's 00:45:26.900 --> 00:45:34.900 something really deeply interesting that we need to understand there, what goes on is perhaps not so 00:45:34.900 --> 00:45:38.400 well captured by the concept of consumption NOTE Treffsikkerhet: 85% (HØY) 00:45:38.500 --> 00:45:46.200 but it is still incredibly important and somehow unique to our time NOTE Treffsikkerhet: 91% (HØY) 00:45:46.200 --> 00:45:50.800 and that is what this week is about NOTE Treffsikkerhet: 88% (HØY) 00:45:53.400 --> 00:46:02.300 and that's also the end of the class, so see you next week write me an e-mail or send a question 00:46:02.300 --> 00:46:06.400 somehow and then see you.