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‘How To Build Displays That Sell’

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  • Franck Cochoy

Abstract

Instead of looking at performativity in economics and politics, this paper proposes to explore the economic politics of performativity. More precisely, it focuses on the politics of Progressive Grocer , a trade journal which from the early 1920s thrived by promoting new ways to modernize the grocery business for a readership of small independent grocers. This journal faced a dilemma: while it had to bring some new thoughts, behavior and objects into the real world, it could achieve this goal only through paper means. Progressive Grocer shows how thoroughly such a dilemma can be overcome. This magazine does almost everything that can be done through the mediation of simple paper. Progressive Grocer implements a true politics of performativity. This politics consists of introducing a new kind of text, distinct from economic theories and managerial textbooks. Instead of just putting words into its pages in the hope that they would ultimately shape the external reality, Progressive Grocer relies on a language that mixes what is said and what it does, signs and artifacts, reports of actual practices and dreamed states of commerce.

Suggested Citation

  • Franck Cochoy, 2010. "‘How To Build Displays That Sell’," Journal of Cultural Economy, Taylor & Francis Journals, vol. 3(2), pages 299-315, July.
    • Handle: RePEc:taf:jculte:v:3:y:2010:i:2:p:299-315
    DOI: 10.1080/17530350.2010.494380
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    1. Donald Mackenzie & Fabian Muniesa & Lucia Siu, 2007. "Do Economists Make Markets? On the Performativity of Economics," Post-Print halshs-00149145, HAL.
    2. Donald MacKenzie & Fabian Muniesa & Lucia Siu, 2007. "Introduction to Do Economists Make Markets? On the Performativity of Economics," Introductory Chapters, in: Donald MacKenzie & Fabian Muniesa & Lucia Siu (ed.),Do Economists Make Markets? On the Performativity of Economics, Princeton University Press.
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    Cited by:

    1. Allison Loconto & Francisco Garrido-Garza, 2021. "Formal and informal European quality assurance initiatives offering a connection between local gastronomy and small-scale farmers," Working Papers hal-03173144, HAL.

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