Research Blog [edited]

The Craft Revival and Etsy.com

Description: I wanted to focus on the DIY (do-it-yourself) revolution that has revived handmade crafts and how this translates as art/action and counter-publics in today's culture. I also want to explore what affect it has had on the views of women in this era, especially views generated relating to the website Etsy.com. 

Main Claim: The notion of DIY has brought on a revolution of arts and crafts that counters our capitalist-consumer society. The website Etsy.com (since 2005) features the buying and selling of handmade items, with over 70,000 sellers, has become a virtual version of the craft fair or art show and is key in the movement. The site has proved to be very successful for being only two years old for not being funded by advertisements, and has been funded by Union Square Ventures and founders of Flickr. Buying and selling of craft products is a form of action against the problems of global warming caused by mass-production and mistreatment of laborers in sweatshops because the items are mostly made of recycled materials and are always produced by its seller. 

Evidence: Websites like Etsy perpetuate the ideas of anti-consumerism and originality that diverts from mainstream and mass-produced products by fostering the selling and buying of handmade products. It takes part in the Handmade Consortium, which is a pledge to buy handmade items (especially during holiday seasons). Participating in this movement is seen as a protest against chain stores that are making the nation mass-produced. Etsy.com also fosters the idea of a craft community, where crafters all over the world can connect in their revolution in the virtual world that knits craft and the Web 2.0 era together.

Purpose: A website the allows users to post, sell, and buy DIY products like jewelry, clothing, accessories, etc. A major example of growing popularity of an underground culture. This craft revival has also influenced the view of the 21st century woman as being resourceful, skillful, and independent. The craft movements knits together previously mundane hobbies like sewing and knitting and fuses it with the need to create a counterculture or counterpublic, forming something new.

Audience: The general public. However, this DIY revolution tends to be more involved with females. The revival can be related to embracing feminism. The idea is to influence as many members as possible to join this craft revival. The site itself attempts to be more visible and accessible in the public, although it does not use conventional advertisements, but word-of-mouth instead.