Коммуникативные практики торгового пространства: эволюция и виды

Abstract

The paper provides analysis of communicative practices that arise in the trading space from antiquity to the present. The exchange of goods and products has commutative nature, and is the basis of society formation and existence. The methodological basis was informed by G. Simmel's concepts of social space and its evolution, P. Bourdieu's theory of habitus, the theory of distancing of the Chicago school, P. Sorokin's social hierarchy, as well as the concept of zoning by E. Giddens and “presentation of self in everyday life” by E. Goffman. The author comes to conclusion that the evolution of communicative practices has witnessed different shifts from the direct interpersonal interaction inherent in the first trading spaces — open markets of antiquity, the Middle Ages and flea markets of our time, within the public space; — to interpersonal direct interaction within the framework of medieval private shops and small shops emerging in separate urban areas, where trade is based on close relationships and personal acquaintance between the seller and the buyer; — to impersonal mediated interaction in retail spaces, from the second half of the 19th century to the present, when the seller's personality fades into the background and becomes invisible. Communication takes place with things, shop windows, counters, and the moments of visiting stores are aimed not only at making a purchase, but also for entertainment, walks and games.