Customizing the Body (PDF file) - Print My Tattoo

132 The Tattoo Relationship
of knowledge. As a consequence this is one of a number of commercial
situations in which the interaction between the buyer and
the seller is potentially conflictual (cf. Emerson, 1970; Schroder.
1973: 183-262). The tattooing situation is routine for the tattooist
while, as discussed above. it is novel and anxiety-filled for the
client. In order to avoid problematic "performance incapacity"
(Emerson, 1970) on the part of the reCipient, the tattooist structures
the tattoo setting and organizes his or her interaction with
the client so as to present a clear indication of expected reCipient
behavior, thereby limiting the chances of conflict. Diplomas, expertly
rendered design sheets, technical objects (for example, autoclaves,
racks of shiny tattoo machines), signs that overtly present
shop regulations (for example, "NO TATTOOING OF DRUNKS,"
"YOU MUST BE 18 TO GET A TATTOO," "PAY IN CASH-NO
CHECKS") represent the ways in which the tattooist structures
the setting in order to indicate his or her expertise and the serious
nature of the activity. This physical display of professionalism
helps to reinforce the tattooist's right to "manage the tattooing
event" (Govenar. 1977: 43).
The tattooist's ability to gUide the interaction with the client is
further supported by his or her display of technical skill and
knowledge. Unhesitating responses to the client's questions. routine
ease in handling and adjusting the tattooing eqUipment, and
the mater-of-fact, almost ritualized, activities surrounding the
preparation of the body area to be tattooed attest to the tattooist's
skill and his or her consequent right to control the interaction.
This display of expertise is especially important when dealing
with novice clients. As one artist stated:
When someone comes in to get their first tattoo they are
usually pretty nervous and don't know what to expect. What I
do is go through this ritual. I take my time adjusting the
machines and I prepare the pigments and stuff like that. I'm
getting ready to tattoo them but I'm also shOWing them how
professional I am. They're just sitting there but I know they are
watching. I don't need to go through all of that with people
who have a lot of work because I know they trust me. I just do
it with new people.