Schrödinger’s big shop


Apparently an ASDA big shop costs me £5 less than a big shop at other supermarkets. How’s that now? I buy what I buy at the shop based on a number of factors:

  • What I need
  • What I want
  • What I see that I think I want
  • What I see that I remember that I need
  • What I see that I think my wife might like
  • What I see that I think is a bargain and I might need soon

And so on.

The big shop is not definite but is the sum of these variables and many hundreds of decisions. There is not some platonic ideal of my big shop. The results of the big shop are not known until they are observed and having observed them does not mean that you can know their making.

By Jon Hickman

Hi, I'm Jon. I teach and research digital culture, social media and new media practice at Birmingham City University. Find out more about me with this lovely CV: Find out about my work at the Birmingham Centre for Media & Cultural Research: