Land of Desire: Merchants, Power, and the Rise of a New American Culture

Land of Desire: Merchants, Power, and the Rise of a New American Culture (1993)
By William Leach

Synopsis: This book is an examination of the "crucial formative years" of the rise of consumer culture (1880-1930), and asks how that culture first came into being, and what was gained, lost, and/or repressed in that process (xiii-iv). Examines archives, newspapers, diaries, etc, and divides the book into three parts: Part I: Strategies of Enticement (rise of department stores and of the "commercial aesthetic" which relied on glass, color, and light; rise of fancy display windows and of the visual; rise of themes and of children's clothes/toys; rise of orientalism; rise of the importance of service, atmosphere, and comfort; rise of the separation of production from consumption); Part II: Circuits of Power (examines the many institutions aiding the rise of consumer culture - commercial art schools, colleges and universities, urban museums, federal and municipal governments, and religion; rise of mind cure and sunny optimism; Wizard of Oz; world without suffering); Part III: Managing a Dream Culture: 1922-1932 (establishment of "consumptionism" by 1920; American obsession with defending the "standard of living;" flood of consumer goods and rise of chain stores and mergers; "luxury" loses its negative connotations; rise of spectacle and elaborate designs; Herbert Hoover and his advocacy of single family homes and govt. role in making big business even more efficient/profitable - creation of "a new institutional bureaucratic language of consumption). Leach argues that consumer culture is nonconsensual, and is not produced by the people but by commercial groups and elites obsessed with profit, promoting only one vision of the good life while pushing out all others. This was the rise of a new commercial aesthetic that advocated a culture of longing and desire. It ushered in a one-sided, capitalist concept of the self and perpetuated the myth of the separate consumer world as a realm of freedom, self-expression, and fulfillment.

Interesting Specifics:

The cardinal features of this new consumer culture are/were: "acquisition and consumption as the means of achieving happiness; the cult of the new; the democratization of desire; and money value as the predominant measure of all value in society" (3).

In the 1910s, there were massive fears over U.S. "overproduction" of goods, hence the desire for new ways to get people to buy more stuff.

The commercial aesthetic was all about the use of color, glass, and light to sell goods (40).

Rise of the show window = 1889.

1890s = proliferation of the use of glass and window displays to sell goods, marking an increased focus on the visual and a decline in the use of touch and smell which had been such a part of open-air markets (62-63). Display glass enticed viewers: "Here is is, everywhere you go, yet you cannot reach it" (63).

By 1915 the "central theme" idea unifying many rooms/spaces was standardized for "theatre owners, restauranteurs, and department store retailers with which to design adult fantasy environments" (82). Rooftop gardens were themed starting in late 1890s.

1900 = rise of tipping in restaurants

The rise of the service/comfort industries had some roots in hospitality of Christianity, and was seen as the comforting and benevolent side of capitalism (146).

Increased separation between production and consumption made it easier to deny any suffering inherent in capitalism, hence "The outcome was a greater tendency toward selfishness and a corrosive moral indifference" (150). [Geez, this guy is really moralistic - Pretty old-school].

"A comfortable gentility, fearful of emotional extremes and of public embarrassment, but capable of consumer extravagance" was the hallmark of American urban/suburban life (page?)

1912 = Eleanor Porter's Pollyanna

1923 = John Powers founds the first successful modeling agency

1920s = increased focus on color and light

"...the conception of the desiring self, as expressed and exploited by capitalism, offers a one-sided and flawed notion of what it means to be human" (385).

"But however flawed, the capitalist concept of self, the consumer concept of the self, is the reigning American concept" (386).

Interacts With:

Wow, he is very negative on consumer culture. He takes the non-pop culture approach and seems to look at consumption as a top-down thing, without seeing the potential liberatory powers of bottom-up flexibility of meaning, use, and purpose. Seems to view consumer culture as simply manipulation and exploitation. In this way, differs greatly from Meaning of Things and the material culture book that see consumption and things as a tool of social value. Really does fit with the angry tone of Country of Exiles. I still feel that such books are important, because at least they arouse passions in some way, and get people going.
No Place of Grace, Design in the U.S.A.
Class, Rudeness and Civility, Urban Masses and Moral Order, Reading the Romance (again, any books that deal with middle class comfort obsession. But was it really only the middle classes which were obsessed with comfort, or was it just that they were the ones with the means to achieve comfort??)
Culture of Narcissism (for its moralistic shaming of "selfish" American and consumer culture).