More Native Appropriations, Heritage Capitalism, and Fashion on Antiques Roadshow

This post is inspired by Sarah Scaturro‘s comments to one of my previous posts about the Black Fashion Museum Collection. In her comments, she mentions the Save Our African-American Treasures program, which she describes as “an Antiques Roadshow (minus the price appraisal) type of event” that travels to different cities to discover, preserve, and celebrate the material cultural histories of African Americans.

One of the reasons I was so intrigued by this program is precisely because it doesn’t operate through the heritage capitalist logics of the Antiques Roadshow on PBS. From what I can tell, the Save Our African-American Treasures program is primarily a conservation effort and not a public display of one’s vested interest in the heritage of Americana. It’s the Forest Gump-like display and valorization of what I can only describe as “heritage capitalism” by the predominantly white appraisers and guests that irks me about the Antiques Roadshow. (Why is there so little scholarship on the Antiques Roadshow‘s circuits of commodities, capitalism, and racial citizenship?)

I began watching the Antiques Roadshow on and off just a couple of months ago. What I found amusing about the show is the guests’ reactions to the appraisals of their family heirlooms – you can tell when someone is genuinely surprised or disappointed with the estimate and when they’re feigning surprise. Also funny (to me, at least) are the various stories guests tell about how they or their families acquired these objects. Most are pretty quotidian stories about unexpected discoveries at yard sales, thrift stores, and estate sales but some are really grand narratives about their genetic linkages to American founding fathers, European royalty, and a motley crew of adventure-seeking, risk-taking, fly-by-the-seat-of-their-pants, off-the-beaten-path family relatives who acquired Persian rugs, Chinese Ming vases (always Ming era), French antique jewelry, and Native American dolls in their world adventures. I have to admit that I get a little giddy when the appraisers myth-bust these stories. There was an episode devoted to family myth-busting, if I remember correctly.  Actually, Marie Antoinette never owned this hair comb set you inherited from your great-aunt. It’s likely a reproduction made in the 1940s in Watertown, New York.

Other than the human interest aspects of the show, I never found it that interesting. (It’s probably because I wouldn’t know a Biedermeier from an Oscar Meyer, as Martin Crane put it in the Frasier episode featuring the Antiques Roadshow called “A Tsar is Born”.) But my casual disinterest turned into a serious criticism of the show when I caught this recent appraisal of a Tlingit (indigenous people of Alaska) bowl and ladle.

The guest narrates a valiant story about Colonel Charles Erskine Scott Wood (the great-great-grandfather of the guest),who was on a “scientific expedition” to the Sitka area of Alaska in the spring of 1877 when he somehow came upon this bowl and ladle. The guest is unclear on the details: “And I don’t know specifically if he was given these or if he may have bartered something.” (That these objects might have been stolen is not a possibility imagined by the guest but one that I immediately considered.)

Note the partial image of Colonel Charles Erskine Scott Wood decked out in classic imperialist garb.

After her story, the appraiser fills in the details about the history of the bowl and ladle telling her and viewers, “These would have been considered family heirlooms of the Tlingit people.” “These objects are alive in the Native consciousness.” “It’s as rare as can be. It’s a Native American masterpiece.” The guest nods and utters a few “wow”s while she listens. (Meanwhile, I’m screaming, Give them back! Give them back!)

The excitement builds, reaching the climactic event: the actual appraisal. “The mountain sheep horn ladle at auction would sell in the range of about $75,000 . . . at auction this bowl would realize easily in the $175,000 to $225,000 range.”  Overcome with emotion about her cultural-capital inheritance of the spoils of history, she responds thusly:

The guest’s facial gesture projects a self-satisfied smugness that exemplifies the privileges of heritage capitalism. Hardly concerned about verifying how someone else‘s rare “family heirlooms” and “masterpieces” came into her family’s possession, she’s simply thrilled to have them.

More important than the monetary value of these objects, is the wealth they materially signify: the wealth that comes from centuries’ long and continuous accumulation of property and assets, the emotional and physical security and entitlements such property and assets enable, and the ability to pass down to future generations the socioeconomic status that inheres to such property and assets. This wealth secures and reproduces, as George Lipsitz explains in his book with the same name, “the possessive investment in whiteness.”

Whiteness is more than a racial identification; it’s a racial inheritance of a history of privilege, property, and opportunity secured by and through heritage capitalism. More still, “the advantages of whiteness,” as Lipsitz asserts, “[are] carved out of other people’s disadvantages.” In situating the bowl and ladle within her family history in the context of a public television show, these objects become public objects of a particular heritage of whiteness. Their public display publicly recognizes and reaffirms this racial narrative of American heritage – one that depends on the historical and ongoing disadvantaging of Tlingit people and their descendants. The significance of the bowl and ladle to the Tlingit are contained and limited to the ways their exotica adds to the wealth of the guest’s inheritance, to the way they help to accumulate further the possessive investment in whiteness. Through the  Antiques Roadshow, “the structural and cultural forces that racialize rights, opportunities, and life chances in [the U.S.]” are sentimentalized as heritage and secured as natural (Lipsitz).

Such appropriations are not external to fashion. Mimi’s compilation of blog posts addressing “native appropriations” in so-called hipster fashions as well as the numerous comments we received about this issue bear this out well. The bowl and the ladle at the Antiques Roadshow, like the feather headdress at Urban Outfitters, are put into the service of  “materializing,” in Philip Deloria’s words, “a romantic past” forged by a long and persistent tradition in America of “playing Indian.” This tradition, Deloria reminds, “clings tightly to the contours of power” to create a national subjectivity of whiteness constituted through racially gendered and classed “contrasts.”

The recent addition of clothes as a category of antiques explored on the Antiques Roadshow makes alternative programs like the Save Our African-American Treasures program all the more important for materializing non-dominant histories and for articulating a radical politics of vintage. (Mimi’s already begun this project in her series of posts organized under the category “Vintage Politics!)

If you’re interested in watching the fashion appraisals on Antique Roadshow, look for episodes in which appraiser of antique clothing, lace, and textiles Karen Augusta appears.

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The $90M Magazine Campaign I (Almost) Missed Because I Canceled My Magazine Subscriptions

Apparently, leaders of five major magazine companies—Charles H. Townsend, Condé Nast; Cathie Black, Hearst Magazines; Jack Griffin, Meredith Corporation; Ann Moore, Time Inc.; and Jann Wenner, Wenner Media—have launched a massive print advertising campaign “to promote the vitality of magazines as a medium.” “The Power of Print” campaign, as it’s called, was launched on March 1, 2010 at the Leadership/Media Conference in San Francisco.

With the full support of the Magazine Publishers of America (MPA), the campaign targets advertisers, shareholders and industry influencers, and seeks to reshape the broader conversation about magazines, challenge misperceptions about the medium’s relevancy and longevity, and reinforce magazines’ important cultural role.

Towards this goal, several splashy color spreads were created and began running in May in hundreds of popular magazines. The campaign logo which combines the distinct typography of 8 of the most well-known magazines of the 5 major companies also made its debut in May issues alongside these catchy slogans: “We Surf the Internet. We Swim in Magazines.” and “Will the Internet Kill Magazines? Did Instant Coffee Kill Coffee?”

Many bloggers, like this San Francisco Weekly blogger, view the campaign as desperate grandstanding by the print media establishment, a last grasp effort by an industry that has been on a downward spiral for years – let’s face it, that comparison of the Internet to instant coffee isn’t going to win over any bloggers and the idea that print magazine readers are national heroes like Olympian record-breaker Michael Phelps?? Yet I am intrigued by the campaign’s main talking points especially in light of the amazing discussion that continues to unfold on Threadbared about the perceived value of print magazines and blogs:

1. Magazine readership has risen 4.3% over the past five years (Source: MRI Fall 2009, Fall 2005 data)
2. Average paid subscriptions reached nearly 300 million in 2009 (Source: MPA estimates based on ABC first half 2009 and second half 2009 data)
3. Adults 18-34 are avid magazine readers. They read more issues and spend more time per issue than their over-34 counterparts (Source: MRI Fall 2009 data)
4. During the 12-year life of Google, magazine readership increased 11% (Source: MRI Fall 2009 data)
5. Magazine effectiveness is growing. Ad recall has increased 13% over the past five years. Action-taking—based on readers recalling specific ads—increased by 10%. (Source: Affinity’s VISTA Print Effectiveness Rating Service, 2005-2009)
6. Magazines outperform other media in driving positive shifts in purchase consideration/intent. (Source: Dynamic Logic)

Anyone else as surprised by these figures as I am? I wonder which magazines people are still reading and subscribing to? My sense – from friends and you, dear readers – is that alternative and self-published fashion magazines (many of which are ad-free, on principle or not) are gaining popularity while corporate magazines are on the wane.

Anyway, the campaign’s got my attention although it will probably need to redouble its digital efforts to reach folks like me who’ve canceled their subscriptions to mainstream magazines. (I discovered the campaign while flipping through a men’s fashion  magazine – not mine.) But if the YouTube video they created is any indication of the campaign’s cool quotient (or potential to catch on), they’re in trouble. I think a video of talking heads does the campaign a disservice, making magazines seem as stiff and stodgy as their advocates. Also, Charles Townsend should. stop. emphasizing. every. word. he. says.