Interior Britishness – The Policy of Taste in The Great Interior Design Challenge

Abstract

This paper looks at British home décor to analyse its distinct features from the perspective of a specific national identity. It also examines the impact of the upper class’ taste dictating the norms for the rest of society despite having a different cultural capital. The BBC programme, The Great Interior Design Challenge, is examined as a good example of the British tendency to seek advice from authorities in a field who are the arbiters of taste. The specific competitive scheme and aim of this TV programme present a telling body of information to examine which features are favoured among the winners and which are condemned in failed projects. As a result, the programme captures and reflects the preferred national British taste. The concepts and prescriptions of cultural capital as well as media and authorities as the source of taste are visible in this society. The members of the lower social classes, being instructed by the professionals, strive to follow the upper-class’ taste. However, their choices are determined by the education they received and people by whom they are surrounded. The upper classes are more accustomed to art due to their families’ art collections and art education, so their taste is more sophisticated and informed. Moreover, the study of the programme pays attention to the presence of certain distinctive national features of British society visible in its home décor.