Chapter 3 The Market for Symbolic Goods

The Modes of Ageing (pp 146-154)
Bourdieu after starting the chapter 3 with explaining 2 modes of production (heteronomous market-driven and autonomous art for art’s sake poles), he dwells more on the ‘economic’ logic of the literary and artistic industries, which falls in the heteronomous pole. In the section called “Two modes of ageing”, he divides the “economic” logic of the literary market into two binaries as well. There are two life cycles of the enterprise of cultural production, one is short and the other one is long. He explains the strategies of publishing houses for these short (bourgeois) and long (avant-garde) cycles. Among the short production cycles, it is necessary to have space for agents and institutions of “promotion” in order to circulate the information about the products and distribute them equally. Bourdieu claims that smaller publisher houses target for long production cycles which lend itself into “talent-spotting” instead of publisher as being a business person or purely merchant, they become discoverer of talent. Within the economic logic of literary market, publishers that are divided into two poles within this heteronomous field constitute a battle, which takes between bestsellers with no tomorrow and classics or bestsellers over the long run. Short cycle, profit seeking bourgeois publishing (also identified as seeking for economic capital) is interested in immediate success, whereas long cycle, avant-garde publishing (also identified as seeking for cultural capital) claiming an intellectual foreground seeks for long term success and skeptic with immediate success. Furthermore, Bourdieu complicates his argument by including ageing to the midst of aforementioned argument. He first starts exemplifying painting and art galleries and turns his attention to authors and publishers in case of ageing. In the field of cultural capital and production, avant-garde firms turn their gaze to youth in order to barrow its resistance to bourgeois seriousness. Money and power that is associated with the bourgeois is associated with the “old” since age and power grows correspondingly. The intellectual and artist associated with cultural capital and publishers resists getting “old” in this sense.