Discontent and Mellow Mood

Discontent and Mellow Mood

“It’s like a Stoner’s Paradise, Man”
Jennifer Harzke and Lauren Wold

September 20, 2010
Qualitative Methods Research
Dr. Lee Vigilant

Introduction

Moorhead, Minnesota is home to competing pipe and tobacco shops – Discontent and Mellow Mood. Discontent is located at 815 Main Ave. Mellow Mood has two Moorhead locations, the original at 1825 Main Ave and the newly opened expansion at 409 Main Ave. Although the two establishments sell many of the same products, they are distinctly different in many ways.

Interest

Our interest in Discontent and Mellow Mood lies in the seemingly taboo and controversial aspect of such establishments. The stores market themselves as “pipe and tobacco shops.” Through discussion with friends and fellow classmates, it seems to be a blatantly obvious fact that many of the products are not used to smoke tobacco at all. These stores could indeed be referred to as “head shops.” A head shop is slag for an establishment that specializes in drug paraphernalia. Of course the legal implications of admitting to such activity would be tremendous and the stores market themselves appropriately. We were interested in researching these environments because we hoped they could provide insight into a popular subculture.

Objectives

Our main objective in our research was to unobtrusively observe conduct, behavior, attitudes, and conversations at Discontent and both Mellow Moods stores. By doing so we hoped to compare and contrast the competing shops. From this analysis we hope to form an honest and thorough description of the environments.

Methodology

Our research was conducted between September 13, 2010 and September 19, 2010. Because we worked as a pair, we were able to obtain more information than if we would have worked as individuals. We used qualitative descriptions of the workers, customers, environment, behaviors, and interactions in order to provide a thorough account of the shops and the people in them. Our goal was to provide such a descriptive account that even those who have never been to the shops could feel as though they experienced it.

Ethics

Although we felt that physical descriptions of the customers and workers would be imperative to the validity of our research, we also felt that protecting identities was essential due to the controversial element of these retail establishments. We tried to maintain a degree of confidentiality for the observed population by not giving too much detail of physical description besides gender, possible ethnicity, and a general description of their “style.”

Terminology
Some of the terminology used throughout our analysis may not be familiar language for those who have never visited either of the shops. With this in mind, we created a “slang dictionary” of sorts, to help outsiders better understand the merchandise within these shops. We used as a reference in creating this list.
Hookah: an Eastern smoking pipe designed with a long tube passing through an urn of water that cools the smoke as it is drawn through, intended to smoke a kind of tobacco called sheesha. Western culture has also adapted the hookah as a means of smoking marijuana.
K2: an herbal incense containing a synthetic cannabinoid that, when ingested, mimics the effects of weed. It is currently legal in most states.
Purple haze: a flavor of burnable incense, one of the most popular scents
Water pipe (bong): a smoking device generally consisting of a smoke tube, a suck tube, a bong (water receptacle), a tobacco/drug holder, and a hand splint. Tobacco and/or a variety of narcotics (i.e. marijuana, crack, methamphetamine) can be smoked out of a water pipe.
Pipe: a smoking device used to smoke tobacco and/or marijuana. The part of the pipe where the tobacco or marijuana is packed is referred to as the bowl. It is common for the entire pipe to be referred to as a “bowl.”
Dugouts: a small box for holding a one-hitter pipe and a rather small amount of ground herb, usually marijuana, in separate compartments
As much as we wanted to avoid stereotyping, we made the decision to use labels in order to categorize certain people into a specific “style.” These labels can be understood using the following (admittedly broad) definitions.

Emo: a style that originated through the music genres of “Emotional Hardcore” and “Emocore,” may sport any or all of the following “trends” -- skinny jeans, tight shirts, straight black hair, bangs swooped over the eyes, big rings, skate shoes. Popular by bands like Taking Back Sunday and Dashboard Confessional could be referred to as “emo.”
Stoner: a style or perhaps even a “lifestyle” that involves copious amounts of marijuana. Stoners may be seen wearing Sublime and Bob Marley clothing. They are generally considered happy, peaceful individuals. Famous “stoners” include Dave Matthews, Woody Harrelson, John Lennon, and Ben Harper.
Hippie: a style that originated in the late 1960s with the flower child, Free Love, Woodstock attending baby boomers and carried on throughout the following decades. Hippies may be seen in tie-dye and earth tones, may wear handmade jewelry or purses, and often promote “peace and love” above other political ideas.

Goth: a style that often consists of heavy dark makeup, pale skin, and dark clothes. Goth individuals may not criticize popular culture and normative behavior, keep to themselves, and listen to music like Nine Inch Nails and Sisters of Mercy.

Written Rules
All stores – “Have I.D. ready. Must be 18 to enter.”

- Because the store is marketed as a tobacco shop, it is important that the customers prove they are of legal age to buy tobacco products.
Discontent – “No cell phones.”

- Because the store contains such controversial items, this rule may be in place in order to keep potential “narks” or cops from video taping or recording the activities that go on within the store.

Unwritten Rules
1) No incriminating vocabulary – discussing marijuana or even referring to the water pipes as “bongs” is frowned upon. This rule is in place in order to protect the store’s credibility as a legal retail establishment.

2) Don’t look for a hookup – the store does not sell marijuana and looking for a dealer within the store is not allowed. By the employees discouraging this behavior within the store, they distance themselves from illegal behavior.

3) Don’t come in while highly intoxicated – the shops may promote informality but they do not want obnoxious troublemakers roaming through the store

4) Don’t browse alone – we noticed that the employees seemed slightly suspicious when we were alone in the stores. It seemed much more common for people to come in groups, almost as a sort of social adventure.

Environment

Mellow Mood (1825 Main Ave)
The shop is very small – approximately 10 X 20 feet. Upon entrance, the first product on display is a candle advertised to “mask odor.” The advertisement did not specify as to what “odor” they were intended to mask but we came to the logical assumption that the candles may indeed be used to cover the distinct aroma of marijuana. In the front of the store are various forms of incense (i.e. K2, fragrance oils), as well as cigars, cigarettos, and rolling papers. Bordering the store is large glass case filled with bowls of all shapes, sizes, and colors. Along the far right wall are dugouts, bats, water pipes, and some candles. Along the western wall are more water pipes. The walls were arguably the most interesting element of the environment; they were all hand-painted with shades of yellow and red.

Mellow Mood (409 Main Ave)

The new addition is much larger than the original Mellow Mood but contains many of the same products and gives off the same general laid-back “feel.” The boundary glass cases were present at this location as well. The large glass storefront faces east. The windowswere painted up, advertising their 50% off sale. The first glass case in the store was full of dugouts, bats, jars, and safes. The second was full of K2, fragrances like purple haze and peach, as well as tobacco, cigars, and cigarettos. The rest of the glass cases, lining the walls, were full of every size and shape bowl imaginable; twobulldog-shaped bowls sat in front of the cash register. The northernmost wall of the store was covered in glass cabinets holding the more expensive and larger water pipes and hookahs. On top of the cabinets were smaller less expensive hookahs. Water pipes sat in the case on the west wall.One water pipe on the middle shelf at the end of the rowwas a robin egg blue and looked more like a teardrop than a bong. In the middle of the store was a large circular display of incense.

The walls at this location were much more noticeable, though that could be attributed to the presence of much more light. There was a forest scene painted, using very light and happy colors. All of the trees and rocks were alive, they had living faces, and the trees appeared to be walking around. In the southwestern corner there was a cave painted, each structure in the cave was its own being. Every stalactite and stalagmite had a face, as well as the supporting rocks each one in place.
Discontent (815 Main Ave)

The main entrance to the store faces north. A second door, which leads directly into the seasonal Halloween costumes, faces west. The parking lot is located just west of the building. The side of the building is covered in unique art, comparable to graffiti. Band posters and fliers for upcoming concerts line the glass front entrance. On the door there is a sign posted stating that you must be 18+ to enter and that there is no cell phone use allowed in the store to prevent those under the age of 18 from gaining access to the products within. The store is divided into three sections. The walls of the front section of the store are lined with glass cases, which contain an assortment of hookahs, water pipes, pipes, and dugouts. The middle of the store contains hangers full of “bohemian” style clothing. The main counter and cash register is located on the southernmost wall of the first section. Along the west wall right by the hallway is a section of various flavors of incense. The middle section has various types of piercings displayed within glass cases. On the east wall there is a plain white door with a gold handle. Behind the door is the clinical area where they perform piercings. Opposite the door leading into the piercing room there are multicolored, tie-dyed tapestries for sale. The third section is where the Halloween costumes are on display. There were a large variety of costumes and accessories.

Observations Before Noon

Mellow Mood (1825 Main Ave)

Employees

The female employee was a short, curvy white woman with long brown hair pulled into a ponytail and green eyes, framed by brown glasses. She wore a flowing pink and white dress with a tank top underneath. Although she requested I.D. immediately, she quickly went back toconversing with customers. It could be argued that she was overly helpful; she insisted on discussing the products after the other customers left despite our efforts to remain unobtrusive.

Customers
Oneindividual with pale skin, dreadlocks, and baggy clothes looked around the store. This person could be described as “androgynous,” as it was hard to distinguish his/her gender. A second customer with pale skin and long straggly dark hair piled on top her head followed. The two were discussing a wedding or some formal event. The female with the dark hair was talking about invitations and the food she was ordering. They were speaking very informally, suggesting they knew each other before today, and outside the realm of Mellow Moods. They could easily be described as “hippies.” Their economic status was somewhat of a mystery but we felt it was safe to assume they were not living at the poverty level based on the quality of their clothes.

Mellow Mood (409 Main Ave)

Employees

A white male employee stood behind the counter. He had blue-green eyes and golden hair pulled back into a ponytail. He seemed very warm and welcoming when asking for I.D. He was very genuine when offering his help.

Customers
Upon arrival at the store, there was a group of three males and one femalestanding in the southwest corner looking at the various bowls in the glass cases. Later it was obvious that the group was actually two separate groups of two that happened to be standing near each other. The only female customer was on her cell phone, describing a snail shaped bowl. She told the person on the phone that she would send them pictures. She had dark hair pulled to the back of her head. She had what appeared to be unnaturally tan skin. She was about 5’9” tall and wore dark blue jeans. She was most likely a member of the middle class or upper middle class, based on her clothing. She was with a male friend. Hewore blue flannel shirt and blue jeans. Bothseemed to be college students, looking as though they’d just walked in after a long night of drinking and smoking.

The other two males were dressed in darker clothing. Bothwore hooded sweatshirts and jeans. One was wearing a black cap. Both looked too young to be in the store. They appeared to bein high school. Either could have easily been labeled a “stoner.” Their conversation was primarily about which water pipe they liked best. The individuals in both groups stayed very close to one another and talked very quietly, making it almost impossible to hear what they were talking about. This could also be interpreted that they were buying these products for uses other than tobacco use.

Another group of three arrived during our observation. One of the women, probably in her mid-forties,had curly dark brown hair down to her waist. Her skin and features were Caucasian but she had a tan on her slightly wrinkled skin, a look that she could only earn by spending a lot time outdoors over many years.She was carrying an interesting purple bag with a black design. It had a long strap that she was wearing across her body andtop that flipped over. It looked to be handmade. She looked at the dugouts while the other two looked at the bowls and water pipes. The male with her was in his early twenties. His tan skin suggested hemight have been of Hispanic (or part Hispanic) descent. He was wearing a gray hooded sweatshirt and blue jeans. The female was more striking than either the male or older female. She had very pale skin and red hair that was obviously dyed; the shade could never be attainable naturally. She looked to be very young, 15 or 16, though you have to be 18 to enter the store. She was wearing flair leg jeans with a pair of Converse shoes and a plain white t-shirt.She kept her shoulders hunched over as though she were shy and soft spoken. She always remained within an arm’s reach of the male she came with.

It did not take these three long to make their way over to the middle cabinets on the wall, where a very large hookah sat with tubes wrapping around the blue base. The older woman displayed a very light and bubbly personality, laughing and joking. She admired the hookah, commenting that its price of $400.00 wasn’t bad, then laughing and stating, “Can you imagine taking a hit off that thing?” She followed this statement with an animation of her taking a huge gulp of air then coughing her lungs out.

Discontent (815 Main Ave)

Employees

Two employees were present in the store, one female and one male. Both of which were helping customers on the southern end of the tobacco and pipe section of the store closest to the cash register. The female was short, around 5’1” or 5’2”, she had blonde and pink hair. Her skin and features were Caucasian. Her eyes were her most striking feature. They were large and deep brown in color. She was of moderate build and dressed in a bohemian fashion.

The male was much taller than his co-worker, around 5’8” in height. He had a hipster look about him. Skinny jeans, with a black and flannel patched long-sleeve shirt which he left open to reveal a white undershirt. His hair was short on the sides but there was a long middle section which he spiked up towards his forehead. He was Caucasian with Caucasian features, he also had brown eyes though they weren’t as deep as the woman’s. His eyebrow and mouth had been pierced, both piercings were occupied with a plain stainless steel hoop.

Customers

There was a line of customers on that morning. The first two at the cash register were a male and female. Both Caucasian, the male was much taller than his counterpart. He had brown hair cut short and lanky features. She was built tiny and dressed very bohemian. Behind her there was an African American male with tiny corn rows braided into his hair. He was dressed in a golden yellow jacket, a red striped shirt underneath and baggy blue jeans. He could be described as urban. Behind him there were three patrons we had seen before, the woman in her mid forties with the younger male and female from Mellow Moods.