Algunas reflexiones sobre el Bronce Inicial en el Noroeste peninsular: La cuestión del llamado horizonte “Montelavar”

Although considerable effort has gone into the study of the subject, the Early Bronze Age of northwestern Iberia remains one of the more poorly understood phenomena of the Iberian Bronze Age. Most past attempts to systemise the relevant archaeological evidence did suffer from certain conceptual problems, particulary Harrison’s notion of a ‘Montelavar horizon’ or ‘Montelavar group’, formulated thirty years ago. As a consequence, neither this nor any of the other concepts which have been put forward in the past, has ever been embraced by a majority of scholars. In the present article, we are trying to solve at least some of the problems that plagued earlier concepts, by taking a fresh look at the Early Bronze Age funerary record from northwestern Iberia. At the same time, we are looking at the role played by Galicia and northern Portugal in the network of interregional contacts which characterize the Early Bronze Age in Western Europe.

Death and Consumer Culture

Among the most veiled and emotionally charged of life’s experiences are those related to death. Given that poetry has long been recognized as an unparalleled means of expressing and understanding the most complex and emotional aspects of life (Sherry and Schouten, 2002), it is of little surprise that few poets regarded as the finest of all wordsmiths have not, since time immemorial, grappled with death.

Recently, within marketing and consumer research, poetry has slowly but progressively come to be recognized as a means by which to understand, express, celebrate, and/or confront that which defies scientific or other more “scholarly” explanation (Canniford, 2012; Wijland, 2011; Sherry and Schouten, 2002). This “poetic turn” has manifest itself most notably within the nascent realm of Consumer Culture Theory (CCT); mainly in poetry reading sessions held—with published chapbooks in hand—in concurrence with the annual CCT symposium. Death-related poetry penned by marketing and consumer researchers has there entered—albeit randomly—the CCT circuit (see, for example: Arnould, 2014; Steinfield, 2014; Gabel, 2013, 2010; Downey, 2011, 2010a, 2010b, 2010c).

This chapter represents the first formal, organized attempt to better understand death-related consumption experience and meaning via the creation and dissemination of original works of poetry. The chapter’s title reflects the broad, eclectic perspective of death and consumption herein pursued. We consider funerary and other—good, service, and ideological—product consumption activities and experiences transpiring in the context of death. We also embrace the notion that death often brutally consumes those dealing with it; a sort of “consumption of consumers by death.” In turn, as vividly expressed in several of the poems in this chapter, consumption acts or experiences and/or memories thereof may be instrumental in coping with “being consumed by death.”