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Lived Experiences of Public Consumption pp 31–49Cite as

Palgrave Macmillan

Tradition, Adventure, and Pleasure in Santiago, Chile’s Informal Markets

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Part of the book series: Consumption and Public Life ((CUCO))

Abstract

Scholars argue that Chileans are increasingly individualistic, hedonistic, and status conscious consumers attracted to a growing shopping mall, department store, and big box grocery chain sector (Moulián, 1997, 1998; Tórche, 1998; Tironi, 2002; Márquez, 2003; Dammert, 2004). Yet the above exchange in a Santiago, Chile neighborhood street market underscores the complex social dynamics of consumption in alternative settings missed in scholarly accounts. The extract illustrates how consumers and vendors engage in ‘relational work’ (Zelizer, 2005), which simultaneously favors their strategic goals in the market encounter and draws them into deep and wide ranging affective ties. Mrs Pérez works to gain Julio’s trust in order to access credit and favorable payment arrangements while Julio maintains a friendly demeanor to retain her loyalty and patronage. In this process, Mrs Pérez shares details of her family life and refers to her married status and the negotiations it implies, while both have a pleasurable exchange.

A young woman approached a clothing vendor’s stall with her two small children. Julio: [Shuffles index cards until finding the right one.] ‘Mrs. Pérez, right?’ Mrs Pérez smiles, nods, and hands him some money. Julio: ‘Paying up for this week?’ Mrs Pérez: ‘Yes.’ Julio: ‘Thanks. How have you been?’ Mrs Pérez: ‘Great. The kids have winter vacation this week, so the other day we went to the mall and saw “Shrek” — have you seen it?’ Julio: ‘No, but I’ve heard of it.’ Mrs Pérez: ‘We thought it was really funny. Afterwards, we stayed for lunch. It was a great time!’ She examines the sweaters hanging in the stall, feeling the fabric, and checking the size. She points to one. Mrs Pérez: ‘Oh, that one looks nice. How much?’ Julio: ‘It’s made of really good material, too. Ten dollars. Take a look.’ Mrs Pérez: ‘It looks really nice. I’ve got to go talk to my husband after he gets off of work. How late will you be here?’ Julio: ‘I’m here until 2 today, and then I’m back on Saturday if you miss me.’ Mrs Pérez: ‘OK, I’ll come back. Bye, casero [shopkeeper].’ Julio: ‘Bye, Mrs. Perez.’ She returned a short while later and purchased the shirt (Field notes, Santiago, Chile, 27 July 2001).

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Authors and Affiliations

  1. Grand Valley State University, USA

    Joel Stillerman

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  1. Joel Stillerman
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  1. Rutgers University, USA

    Daniel Thomas Cook

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© 2008 Joel Stillerman

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Stillerman, J. (2008). Tradition, Adventure, and Pleasure in Santiago, Chile’s Informal Markets. In: Cook, D.T. (eds) Lived Experiences of Public Consumption. Consumption and Public Life. Palgrave Macmillan, London. https://doi.org/10.1057/9780230591264_3

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