[Bilimsel Haber] Conf. CFP: Making Modern Consumers: Rationalization, Mechanization, and Digitization in the Twentieth Century

[Gonul Pultar]

From: Bryan Hart <hart at ghi-dc.org>

Subject: CFP: Making Modern Consumers: Rationalization, Mechanization, 
and Digitization in the Twentieth Century





Making Modern Consumers: Rationalization, Mechanization, and 
Digitization in the Twentieth Century
June 16 - 18, 2011
Workshop at the German Historical Institute, Washington, D.C.
Conveners: Gary Cross (Penn State University), Angelika Epple 
(University of Bielefeld), Uwe Spiekermann (GHI Washington)



Call for Papers

The historiography of twentieth-century consumption usually either 
analyzes processes of production or centers on narratives of actors. 
Consumption is presented as an active process, grounded in the changing 
patterns of needs and wants driven by firms, consumers, or both. While 
these narratives underline our understanding of rationalization as a 
process of acceleration, the rapidly developing spheres of consumption 
and production emerge as more or less autonomous, clearly separated from 
each other. Our conference will question this perspective.

In our view, historical analysis of consumption and consumerism in the
twentieth century must include the structural economic and technological
changes that are normally analyzed only in reference to a supposedly
independent sphere of production. Depersonalized, anonymous structures
shaped not only the way consumer goods were manufactured, but also
reconfigured the sphere of consumption as well as the subject-formations 
and self-definitions of the individuals involved. Rationalization,
mechanization, and digitization caused acceleration on all social 
levels. They shaped and were shaped by all aspects of twentieth-century 
consumption, from modern retailing, product design, advertising, and 
supposedly personal forms of communication to the perceptions and 
choices of all actors involved, including entrepreneurs, marketing 
specialists, and consumers.

To determine the extent and significance of these interactions among
anonymous structures, the twentieth-century history of consumption, and 
the process of acceleration, the conference will focus on three major 
topics:

First, we will present and analyze basic structural innovations that 
served to rationalize, mechanize, and digitize consumption. We will 
provide insight into both the actors behind these processes and the new 
demands that these processes placed on individuals, particularly on 
consumers. Examples include the emergence of the first automatic 
restaurants, self-service shops and restaurants, vending machines and 
vending machine streets, ATMs, bar codes and labeling, as well as GPS 
and RFID. All these innovations were accompanied by new challenges for 
consumers, who, from now on, were spoilt for choice and constantly had 
to control their desires to consume. This part of the conference will 
not only analyze consumer goods and other elements of the production 
process, but it will also investigate the interactions between consuming 
subjects and anonymous determinants of consumption.

Second, these structural changes not only influenced the relationship
between production, consumption, and consumers. They also shaped how the
spheres were mediated, that is, they triggered new aesthetics in selling
goods and attracting consumers. Consumers were forced to develop new
economies of attention and new techniques of defense or resistance.
Therefore, we will focus on how these anonymous structures led to the
reconfiguring of services, consumer goods, and packaging—as well as of 
shops and other spaces of consumption. We will also examine shifts in 
the communicative presentation of services, changes in advertising and
marketing, and redefinitions of salespersons, service staff, and 
consuming subjects.

Third, we will focus on acceleration processes caused by the
rationalization, mechanization, and digitization of production and
consumption. At the same time, we will also examine opposing moments or
slowdowns. Where or when did self-service fail? Who was excluded from
accelerating processes or access to technical innovations? Who was 
outside the range of rationalization, mechanization, and digitizing? Who 
resisted becoming a “modern consumer”?

The conference will not only compare American and European developments 
and examples. It will also investigate their interactions and mutual
interferences. Special attention will be given to papers that include
developments in non-Western societies.



Paper proposals (one page preferred, two pages maximum) are welcome for 
all topics from both young and established scholars of different 
countries and disciplines. Proposals should include an abstract in 
English and a curriculum vitae. These materials should be submitted via 
email (preferably in pdf format) by October 15, 2010 to Baerbel Thomas 
(b.thomas at ghi-dc.org).



If you have any questions, please contact:
Uwe Spiekermann <spiekermann at ghi-dc.org>.