Building on the pioneering work of Thorstein Veblen in the late 19th century, traditional sociology has developed a symbolic conception of consumer goods , viewing them as objects acquired by individuals to convey certain meanings, such as a lifestyle or desired social prestige . However, in his 2010 book, " Anthropology of Things ," British sociologist Daniel Miller argues that analysis of the myriad ways in which consumer goods influence personal identity, the self, and interactions with others has generally been met with negative judgment. Miller takes a radically different viewpoint and aims to shed light on the various ways in which material artifacts contribute to making us who we are and serve as mediators in our relationships and interactions with others.
Rethinking the home
Miller takes his own family home as an example. The architectural style and physical structure, for example, nourish and shape his personality in relation to the property but also influence interactions with and between members of the familyThe property retains many of its original features, including the oak staircase, fireplaces, and window frames—physical and aesthetic elements that contextualize his experience of the house and his relationship with it. For example, his predilection for furniture and design from the Swedish brand IKEA creates a tension within him: his preference for the company's typical modern, cold, and linear furnishings makes him feel debased and betrayed the house, which deserves an owner with better taste. To resolve this tension, Miller describes how constant arguments between family members ultimately resulted in a compromise regarding the furnishings and decoration of the rooms. Miller maintains that he and his family imagine and relate to the house as if it were a member of the familya, with a unique identity and needs. In other words, the materiality of the house does not necessarily exert an oppressive, alienating or divisive effect, but on the contrary positively influences the inhabitants' relationships with the environment, also facilitating their interaction and increasing the mutual solidarity.
An alternative perspective
Beginning in 2007, Sophie Woodward, in collaboration with Miller and other scholars, began studying the jeans fabric as a consumerist phenomenon. Despite being sold everywhere, denim garments are often considered highly personal objects, with which the owner maintains an intimate relationship: think of a favorite denim jacket and pair of jeans. Drawing on ethnographic studies of denim as a trend-setting item around the world, Woodward found that its appeal is inextricably linked to cultural customs and structures of meaning specific to a given area. Miller's work aims to provide an alternative perspective to the analysis of consumerism formulated by the exponents of Frankfurt School, as Marcus e Ornament, who interpreted the culture of mass consumption as symptomatic of a loss of depth in the world. In an era in which the economic crises While global environmental and social concerns have questioned the sustainability of a materialistic consumer culture, Miller's studies are widely regarded as a provocative response to criticisms that denigrate society's material culture. Miller's ideas are permeating sociological analysis and are converging on the growing interest in examining material objects—"the materiality of cultural forms."
Gianni Broggi
