The Supply House: Catalogues and Commerce
Merging visual representation with textual listing, the mail-order catalogue brought the anticipation of availability to the work of supply. As it did, it crystalized the expectations of capitalism for contemporary consumer culture. This essay surveys some examples of this form around this moment of transformation: as the catalogue form gave way to the catalogue function, and the raw stuff of supply transformed into an operative relation—an ontological object defined not by material presence, but by the potential for supply.