Commodities must be not only produced materially as things, but also culturally marked as being a ce

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• Commodities must be not only produced materially
  as things, but also culturally marked as being a
  certain kind of thing Out of the total range of
  things available in a society, only some of them
  are considered appropriate for marking as
  commodities

3

• Such shift and differences in whether and when a
  thing will become a commodity reveal a moral
  economy that stands behind the objective economy
  for visible transactions (Igor Kopytoff, The
  Social Meaning of Things)

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• ????????,??????,???????????????,?????? (Michel
  Albert,????????)

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• ???????????????????,?????????????? (Robert
  Bocock,??)

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• ??????,??????????????,??????

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• ????????????????????(?????)?

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• ????????(?????)??????

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• ?????????????????????????

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• ????????????????

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• ??????co-production,????????
• ????????????,??????????,??????????????,???????????
  ???????,??????

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• ?????

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• ????? Morals and Market, by Viviana Zelizer, 1983
  
• Zelizer ?????????????,?????????????,??????????????
  ??????????,?????????????????,??????
• ?? The Purchase of Intimacy

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• ??????????????(??????????????????????),??,????
  ????????????,?????????????????????????????????????
  ??????????
• .

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• ????????????????,?????????????????????????????????
  ?????????????????????????????,???????????

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• The life of every man has a value not merely a
  moral value as weighed in the scale of social
  affection and family ties but a value which may
  be measured in money. (From an insurance
  magazine)

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• The establishment of monetary equivalents for
  those aspects of the social order, such as death,
  life, human organs, and items or behavior
  considered scared and therefore, beyond the
  monetary definition.

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• The attitudes toward death had changed from
  religion and superstitions-orientation to a more
  active and rational orientation toward death and
  disease. This change supported a more active and
  rational orientation toward death and disease and
  provided a source of cultural support for life
  insurance. P.45

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• More and more people view the end of life a major
  financial issue. Life insurance was part of
  general value change to rationalize and formalize
  the management of death. Life insurance makes
  people plan and discuss their death in monetary
  terms. P.45

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• But there were criticisms toward life insurance
  because it was regarded as to compensate the loss
  of a father and a husband with money to his wife
  and children. Critics objected that this turned
  mans sacred life into an article of
  merchandise. P.45

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• Culture persuasion life insurance companies used
  many media trying to change peoples attitudes
  from fatalistic ideology to human control over
  all aspects of death.
• Door-to door sales Energetic salesmanship is
  considered important to breakthrough client
  reluctance to deal with the economics of death.

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• ???????????(?????????),??????????????????

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• ??????????????????,????,????????

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• 1.Values and ideologies regarding death and life
  interacted with the institution of life
  insurance.
• 2.Life insurance encountered great cultural
  resistance that condemned its materialistic
  assessment of death.

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• 3. But later changing attitudes that favored the
  controllability of death at beginning of 20th
  century, encouraged the insurance industry to
  prosper and become a widely accepted commodity.
• 4. Life insurance also continued to change
  peoples ideas regarding life and death to a more
  rational and economic direction.

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• ?????

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• In Cooks study, his concern centers on how
  childhood has developed into a site for
  commercial activity in the twentieth century.

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• Commercialization of childhood has brought many
  new businesses such as education, insurance, and
  most obviously commodities supply for making
  childhood comfortable.

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• In the U.S, between 1870 and 1930, a childs
  value was measured less and less in
  economic-monetary terms and increasingly
  constitutes in sentimental-emotional ones. But
  this phenomenon was confined to middle and upper
  class families.

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• we work for our children, plan for them, spend
  money on them, buy life insurance for their
  protection, and some of us even save money for
  them.

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• child labor laws and compulsory education
  gradually destroyed the class lag.

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• childhood was gradually considered as a separate
  stage of life in this context. Changes in family
  are also linked with the shift in children
  value..

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• The concept of family is inseparable from the
  concept of childhood.
• The increasing differentiation between economic
  production and the home transformed the basis of
  family. As instrumental ties weakened, the
  emotional value of all family members gained new
  importance

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• The creation of family wage- a salary which would
  support a male wage earner and his dependent
  family was partly contributed to the creation of
  motherhood and childhood.

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• The logic of separate spheres imposed gender
  distinction. Work outside the home involved men
  participating in the self-interested instrumental
  world of marked relations, leaving the domestic
  realm of women and children as the site of moral
  life under the care of women whose principal duty
  rested upon their roles as mothers.

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Scientific Mothering

• Medicalization of mothering/parenting also
  contributes to the commercialization of
  childhood. Mothers and expectant mothers were
  thought to be in need of advice and instruction
  from medical profession about the proper care of
  children..

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• . Proper care means a scientific care,
  providing medical rational to the
  physical-material environment of children. In the
  ideology of scientific motherhood, those child
  rearing practices passed from mother to daughter
  ? once thought to be a sound basis for a childs
  moral and physical development ? were now found
  insufficient and mothers were found in need of
  expert knowledge and education.

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• These scientific/medical knowledge, applied to
  child clothing, addressed the concern of mothers.
  

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Commercializatin of childhood

• Along with the changing definition of children to
  a family. Americans witnessed the rise and
  proliferation of mass-produced goods specifically
  designed, manufactured and merchandised for
  children, such as toys, furniture and nursery
  ware. However, in this early stage, childrens
  wear, were seldom separate childrens clothing
  departments in urban department stores.

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• By the end of Second World War, infants and
  childrens wear become highly specialized. These
  departments quickly divided and subdivided along
  gender lines and along an age stage line. As the
  child grows, her/his clothing becomes
  differentiated in terms of choices.

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• This commercialization involves the redefinition
  of commodities as beneficial/functional for
  children, and at the same time the redefinition
  of children themselves as persons.

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Cultural brokers

• Business sectors often represented by various
  kinds of cultural brokers in forms of publishers
  and other media channels directly involve in
  redefining process.

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• Commercial sectors targeted the concept of
  scientific mothering in two ways. First,
  department stores stocked the newest and most
  scientifically up-to-date garments and shoes so
  as to assist modern mothers in their attempt to
  create the most healthful situation for growing
  babies.

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• Second, staffing knowledgeable saleswomen,
  consulting physicians, providing educational
  documents by the American Medical Association.

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The impact on culture

• 1.Maternal love is expressed via materials
• Commodities help people to create social status,
  identities and images. Through purchasing for
  their children, mothers express their affection
  for the children and at the same time establish
  their social status, identities and images.

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• the commercialization of childhood further help
  to reconstruct the idea of being a mother, the
  motherhood.

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• 2. Children as Consumers
• Even the children quickly involve in making
  choices in wearing and they actively participate
  in this image-making by developing their own
  desire and feeling for styles.