Customizing the Body (PDF file) - Print My Tattoo

3 Introduction
duction world that revolves around commercial tattooing is
shaped primarily by its historical connection to disvalued social
groups and disreputable practices. On the other hand. this connection
to deviance imbues the tattoo mark with significant
power-it is an effective social mechanism for separating "us"
from "them:' At the same time. not all participants in this world
have an interest in fostering the deviant reputation of tattooing.
As we will see later in this chapter. those who define tattooing as
an artistic practice are deeply involved in a process of collective
legitimation. Like some photographers (Christopherson. 1974a.
1974b; Schwartz. 1986). potters (Sinha. 1979), recording engineers
(Kealy. 1979). stained glass workers (Basirico. 1986). and
others (for instance. Neapolitan. 1986). a groWing number of tattoo
producers are attempting to have their product accepted as art
and the related activities of tattoo creation. collection. and appreciation
defined as socially valuable. Unlike the craftworkers who
have naVigated this route to social acceptance before them. however.
tattooists labor under a special handicap. Not only must tattoo
"artists" broach the wall separating craft from art, they must
also overcome Widespread public distaste before they can achieve
the certification so grudgingly bestowed by key agents of the
mainstream art world. This is what makes the story that follows
unique. exciting. and sociologically instructive.
In the remainder of this chapter I present a basic historical and
cross-cultural account of body alteration. This is followed by a
brief description of the production of culture perspective and the
institutional theory of art. These orientations structure my view
of the social process by which certain objects and activities are
produced and come to be socially valued as legitimate art. Finally.
I outline the general organization of the tattoo world with particular
emphasis on the burgeoning social movement directed at
changing the tarnished reputation of tattOOing.
ALTERATIONS OF THE BODY AND
PHYSICAL APPEARANCE
Clothing and Fashion
People construct their appearance in a wide variety of ways to
control their social identities. self-definitions. and interactional