Customizing the Body (PDF file) - Print My Tattoo

22 Introduction
"production of culture perspective" (for example. Peterson. 1976;
Sanders. 1982; Tuchman. 1983; Jensen. 1984) emphasizes the
importance of the social organization of art and media production
systems as being the central factor shaping the form and content
of cultural items and determining the social process by which
they come into being. This perspective directs attention to the
cooperative activities of social actors ("collective action") working
together within production organizations to conceive. create.
and distribute artistic materials (Becker. 1974). This interaction
is importantly constrained by structural features such as the
division of labor. available resources. technological developments.
and distribution channels.
Within this structural context the collective action is coordinated
through the use of "conventions"-shared understandings
that specify the commonly accepted and expected form and
content of the art product ("product conventions") and the usual
relationships that constrain the interactions of production personnel
("production conventions"). (See Becker. 1982: 28-34;
Burns. 1972; and Lewis. 1969 for more extensive discussions.)
The content of cultural materials is derived from the product conventions
that speCify the appropriate materials employed. abstractions
regularly used to convey central ideas. suitable dimensions
of the work. and other form/content features (see Rosenblum.
1978; Gombrich. 1969: 291; Becker. 1982: 29). Product conventions
are known to and expected by critics. collectors. producers.
and the various other members of the world surrounding the cultural
product. The response of the larger audience/consumer
group and the commercial success of the product are directly
related to the producer's compliance with or deViation from conventional
expectations. Conventions imply an aesthetic. and
creators who alter or ignore established expectations pay the
price. Leaders of technical and stylistic revolutions affront the political
status quo of the relevant production world and commonly
find it more difficult to produce their work. gain acceptance. and
market their product.
Functional analyses of deviance (for example. Merton. 1968;
Durkheim. 1966 [1938]) emphasize the importance of deviance as
a positive source of social change. This general principle is appar-