Paper short abstract:

The paper presents first findings from an ethnographic study of three sites in Gothenburg, where commercial activities related to the re:heritage market take place (second-hand stores, vintage shops, retro boutiques). Focus in the paper is on the discursive work of qualification-valuation processes.

Paper long abstract:

In this paper we present the first findings from an ethnographic study of three heritage sites in Gothenburg where commercial activities related to the 're:heritage' market take place, such as second-hand stores, vintage shops and retro boutiques. The focus in this presentation is on the discursive work of qualification-valuation processes involved in the performance of re:heritage markets. These insights are crucial for understanding the essential mechanisms of these markets: "the making of a taste for the past" and "valuing the unique"; terms which encapsulates the reflexive process of quality and value creation evidenced in heritage marketization (Karpik 2010). Focus is on the role of heritage objects and how goods become valued as commodities for sale; i.e. the marketization of heritage. Theoretical underpinnings are found within a practice based approach towards markets that proposes that markets are constructed through a range of practices involving different forms of expertise and material devices ranging from networks of practitioners, personal friends, quality labels, expert opinions and rankings to more mundane stuff like retail or shop displays, in-store arrangement, product packaging and catalogues. These practices make choices possible in markets in which unique goods proliferate. Methodologically a multi-methods approach is used, combining for example: 1) interviews with promoters, sales assistants, and marketers; 2) observations of marketing and shopping sites and; 3) virtual ethnographies of related web forums and web sites promoting heritage consumption.