HOUSE BEAUTIFUL - STYLE AND CONSUMPTION IN THE HOME

In this article we explore alternative meanings and functions of home- directed consumption, in particular those aspects of consumption which have to do with presentation and appearance (fittings, furnishings an d decor). Our focus is on popular taste, on those whose needs are met principally by mass marketing rather than the avant garde or the conno isseur. Recent debates have drawn attention to the possibility of plea sure and self-expression through consumption: contrasting the active s haping of cultures of consumption with the notion of consumer as mere passive recipient, manipulated by business interests. Our work suggest s that neither view gives a satisfactory account of the complex meanin gs of consumption in the home. 'Home' carries a heavy ideological weig ht and these meanings permeate interpretation of consumption for the h ome. Questions of style, design and tastefulness evidently cause anxie ty, but they are largely subsumed by familial values (a relaxed, comfo rtable haven) and also by the desire to maintain 'respectability' thro ugh maintaining high house-keeping standards. We argue that women are frequently caught in the crux of the tensions these conflicting goals create.