Skip to content

The Consuming Mob: Bargain Shopping in the City

Iarocci, Louisa. (2019). The Consuming Mob: Bargain Shopping in the City. Architectural Theory Review, 23(2), 195 – 213.

View Publication

Abstract

This paper examines the representation of the crowd as the consuming mob in the American department store in the early twentieth century. In store promotions and popular accounts, urban retail spaces provide the setting for the materialization of the crowd as the driving engine and mutated body of mass consumption. Store owners and their backers employed the image of shopping hordes on their premises as an advertisement for the success of modern trade. The department store served as a model of a rational utopian order in its operations and spaces. But in popular representations the growing assemblies of bodies and goods often appeared as a potentially unruly force that threatened the constraints of their surroundings. This paper will trace the path of the urban crowd as it flowed from the city streets into the inner recesses of the store, mapping narratives of shopping through the lenses of gender and class.

Keywords

Crowds; Department Stores; Shopping; City; Consumption

PhD in the Built Environment

The College of Built Environments consists of five departments that together provide one of the country’s few comprehensive built environment programs within one academic unit: Architecture, Construction Management, Landscape Architecture, Real Estate, and Urban Design and Planning. Together, this combination of departments enable faculty and students to engage almost the entire development process, from economic and environmental planning, real estate, regulatory processes, siting and design, through actual financing and construction, to facility management and adaptive reuse in subsequent stages. Thus, the college is inherently multi-disciplinary, not only in terms of the dimensions of reality that it treats, but also in regard to the specialized disciplines, methods, and practices that it employs: history, theory, cultural criticism, engineering, design, planning, urban design, energy sciences, acoustics, lighting, environmental psychology, ecology, real estate analysis, statistics, management, horticulture, soil science, law, public policy, and ethics. In addition, because of the College’s focus on comprehensive analysis and practice concerning the built environment and its interrelation with society, it is substantially engaged in interdisciplinary work with other units on campus and outside of the campus, including mechanical, civil, and electrical engineering; with public policy and the health sciences; with art and art history; with textual interpretation in the humanities; with many of the computing and digitization activities that range from digital arts to the information school and technical communications; with education and social studies and services; with sustainability and ecological programs, including urban ecology, geography, the College of Forest Resources (especially urban horticulture and urban forestry), and Ocean Science and Fisheries; with environmental and land use law.

The College’s interdisciplinary character is a good fit with the emerging trends in today’s complex world, where only a pluralistic and collaborative approach will generate the necessary learning and teaching, research, and service. If we are to provide, in the end, both disciplinary and professional means to promote environmental well-being, the diverse environmental specializations must be fully integrated. Thus, working outside traditional disciplinary and departmental categories, the College’s faculty will advance solutions to problems that demand interdisciplinary perspectives and expertise. Other UW units bring much to bear on the built environment and students are wholeheartedly encouraged to explore possible cross-campus connections both in obvious and seemingly unlikely places. The Technology and Project Design/Delivery specialization especially connects with Psychology, the Information School, Technical Communication, Computer Science and Engineering, and Industrial Engineering; the Sustainable Systems and Prototypes field with Civil Engineering, Electrical Engineering, Industrial Engineering, Mechanical Engineering, the Information School, Technical Communication, the College of Forest Resources (especially Eco-System Science and Conservation, Urban Horticulture and Urban Forestry), the Evans School of Public Affairs, Geography, Public Health, Ocean Science and Fisheries, and Social Work, Urban Ecology, and perhaps Advanced Materials and Manufacturing Processes and Nanotechnology; the area of History, Theory, and Representation with Textual Studies, Art History, Interdisciplinary Arts & Sciences at Tacoma, and Comparative History of Ideas.

Louisa Iarocci

Louisa Iarocci, Ph.D., is an Associate Professor in the Department of Architecture at the University of Washington, where she teaches in the areas of architectural history, theory and design. She is a licensed architect who has worked in architectural firms in Toronto, New York, St. Louis and Boston after receiving her professional architectural degree at the School of Architecture at the University of Waterloo in Canada. She completed a Masters in Arts and Science (1994) and a Masters in Liberal Arts (1992) at Washington University in St. Louis. She received her Ph.D. in the history of art and architecture from Boston University (2003). She served as editor and contributor to Visual Merchandising: The Image of Selling, published by Ashgate in 2013. Her monograph, The Urban Department Store in America was published by Ashgate in 2014.