Doing it yourself? Products, competence and meaning in the practices of DIY Matt Watson Durham University,
[email protected] Elizabeth Shove Lancaster University,
[email protected] Draft paper presented at ESA 2005 Torun, Poland. Please check with authors before quoting from or referencing this paper. Abstract DIY is an analytically complex phenomenon. It can simultaneously figure as leisure and work, and as consumption (of materials and tools) and production (of changes to the home). Analysis of the technology and practice of DIY allows us to engage with significant, but relatively unexplored themes that are nonetheless important for theorising consumption. This paper focuses on three such themes. First, consideration of motivations to undertake DIY projects highlights the extent to which consumption practices emerge from and are conditioned not only by cultural expectations, identity, aspirations and the market, but also by the material and practical contexts of everyday life. Secondly, exploration of the array of tools and materials brought together to realise DIY projects presents specific challenges for understanding how consumer goods come to count as useful. Thirdly, we explore the role of competence in accomplishing a DIY project, highlighting how competences are distributed between user and products, how developments in this area shape the realm of DIY consumption, bringing new projects within the reach of amateurs and making traditional tasks easier and faster. We conclude by reflecting on the significance of our DIY analysis for theories of ‘ordinary’ consumption. Introduction This paper emerges from preliminary analysis of data collected in the course of empirical work on ‘Do-It-Yourself’ (DIY) – the accomplishment of home maintenance and improvement by householders without professional help.