vienna

constituted not by the intentions which the actor has in performing
them, but by prior stipulation. We thus have a class of
acts in which the intentions which normally serve to identify
acts, that is to say, intentions in action, are discounted.” 63
Normally this can be directly applied to the interaction
between people, but we will have to further develop this point
in the case of the seasonal sale. The reason for this is that the
show window, which is our primary subject, does not allow any
direct interaction between the sales persons and the customers.
Usually, the fashion show window has mannequins, which
mediate between what has been selected by the shop and the
passer-by. It is a kind of one-way communication with the passers-by,
showing them the latest trend according to the personal
taste of the window dresser. As we know, there are no limits
today to being creative in the show window. Window dressing
today is discussed as a kind of applied art. 64 We have already
mentioned that the show window is different during the sales,
but nothing within the shop indicates that the sales people
interact differently during the sales. Nor is there any indication
of the fact that the act of selecting items and buying them is
significantly different during the sales period, although this is an
important criterion in literature dealing with the ritual. Because
of the reduction in prices, there are many, but by no means all,
for whom the seasonal sale is a major factor in their general
shopping strategy. 65 What then makes us conclude that the
seasonal sale could be a kind of ritual although the interaction
among the people is the same as usual? And how can categories
applied to discuss human interaction be applied to this phenomenon
as well, even though the direct interaction between
salespeople and customers is still the same as during the year?
Salespeople do not use a specific language or move in a special
way. Customers come in and select an item, try it on, buy it,
and leave. Nothing special. There are times when they argue
because they cannot find their size or preferred colour, but they
are used to it anyway. This is normal during the sales and customers
are prepared for it. The last quoted argument concerns
the intention of the persons involved. They do not act out of
conviction, but in a given and predetermined way. In the case
63 Humphrey/Laidlaw (1994:97).
64 We are quoting a widespread belief here, without going into the problematic term “applied art”.
65 Miller (1998a:55).
Ritualisation
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