Visions of power: ideology and practice in the American garage sale

In this article, we examine ideological statements reflected in, and to a small extent created by, people's participation in garage sales.¹ Although the article touches upon the economics of garage sales, its focus is on ideology, about how people understand what they are doing when they buy and sell, and how this relates to their more general perception of the social world and their position in it. The way people discuss their participation in garage sales tells a great deal about how they understand their worlds: patterns of work and consumption, claims (especially by women and the aged) that their daily activities have more dignity than is normally afforded them within society, a felt need for moral and practical networks. The expression of ‘oppositional culture’in the statements garage sale participants make to describe their lives is certainly underdeveloped. It is not free of the dominant ideology, cannot be the basis of class-conscious political practice and in present form poses little danger to any social institution (except perhaps department stores). Still it does contain, in shadowy form, seminal statements in contradiction to what is generally regarded as the dominant ideology. We will call these emerging elements ‘prefigurative cultural formations’, as in vague form they connote emergent social values. Further, we will argue that these prefigurative cultural formations are grouped into discrete ideological claims that we call ‘Visions of Power, each of which speaks to the empowerment of subordinate groups. We will discuss four specific Visions of Power: reclaiming control of one's work, creating a sense of social justice, beating the system, and feeling oneself a part of a nurturing community. Before attempting to demonstrate the utility of these concepts in understanding forms of belief reflected in garage sales and other informal economic activities, we will briefly explore our approach to ideology, and will attempt to situate it within the contemporary debate on the nature of ideology.