Reluctant Capitalists: Bookselling and the Culture of Consumption

Several months back I suggested a book for discussion for the LISNEWS Librarian's Book Club. The book was: Reluctant Capitalists: Bookselling and the Culture of Consumption. At that time the book was only available in hardcover and was held by under a 100 libraries. Currently the book is out in hardback and paperback and over 300 libraries have the book according to WorldCat. Previously several people were interested in discussing the book but wanted to wait until it was more available.

Here are the chapters of the book.
Chapter 1 Commercial Culture and Its Discontents
Chapter 2 From Dry Goods Merchants to Internet mogul: Bookselling through American History
Chapter 3 Providing for the Sovereign Consumer: Selecting and Recommending Books
Chapter 4 Designing the Bookstore for the Standardized Consumer
Chapter 5 Serving the Entertained Consumer: The Multifunction Bookstore
Chapter 6 Bargaining with the Rational Consumer: Selling the Low-Cost Book
Chapter 7 The Revolt of the Retailers: Independent Bookseller Activism
Chapter 8 Pursuing the Citizen-Consumer: Consumption as Politics
Appendix Ownership Histories of Major American Chain Bookstores

Discussion of the book will begin on August 6th to allow people that would like to participate in the discussion
time to get a copy of the book.


Over the past half-century, bookselling, like many retail industries, has evolved from an arena dominated by independent bookstores to one in which chain stores have significant market share. And as in other areas of retail, this transformation has often been a less-than-smooth process. This has been especially pronounced in bookselling, argues Laura J. Miller, because more than most other consumer goods, books are the focus of passionate debate. What drives that debate? And why do so many people believe that bookselling should be immune to questions of profit?

In Reluctant Capitalists, Miller looks at a century of book retailing, demonstrating that the independent/chain dynamic is not entirely new. It began one hundred years ago when department stores began selling books, continued through the 1960s with the emergence of national chain stores, and exploded with the formation of "superstores" in the 1990s. The advent of the Internet has further spurred tremendous changes in how booksellers approach their business. All of these changes have met resistance from book professionals and readers who believe that the book business should somehow be "above" market forces and instead embrace more noble priorities.

Miller uses interviews with bookstore customers and members of the book industry to explain why books evoke such distinct and heated reactions. She reveals why customers have such fierce loyalty to certain bookstores and why they identify so strongly with different types of books. In the process, she also teases out the meanings of retailing and consumption in American culture at large, underscoring her point that any type of consumer behavior is inevitably political, with consequences for communities as well as commercial institutions.

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