Collective Memory, Visual Communication, and Symbolic Interactions with Statues: The Case of the Charging Bull of Wall Street

Abstract

This research is concerned with individuals’ symbolic interactions with the Charging Bull statue. We chose this statue because it is an extremely popular tourist attraction and the most visited nonhuman statue in New York City. However, there is no research devoted to understanding how visitors interact with the statue. To fill this gap in the literature, we examine people’s interactions as a unique way of communicating with the Charging Bull statue in New York City through a photo analysis approach. Using the general framework of symbolic interactionism, the paper investigates poses, gestures, and more generally interactions of individuals near or with the statue to gain insights into the impact of the Charging Bull beyond a mere visual representation. The findings reveal various forms of interaction, including souvenir photography, active participation, unexpected interactions, and public-made symbolism. This study of these interactions contributes to the literature on collective memory and the study of statues. Additionally, this research highlights the inventiveness of the dynamic relationship between individuals and statues as symbols in the urban environment.

1. Introduction

The Charging Bull of Wall Street is an iconic symbol that has captured the attention and imagination of New Yorkers and visitors alike since its installation in December 1989. Created by Sicilian-born artist Arturo Di Modica, the sculpture was a response to the stock market crash of 1987 and aimed to commemorate the resilience and can-do spirit of Americans. Di Modica was inspired by the determination and fighting spirit of Wall Street traders and wanted to create a symbol that mirrored their perseverance in the face of financial turmoil.

To realize his vision, Di Modica and his companions initiated a covert mission to transfer the colossal bronze bull, weighing 7000 pounds and standing at 11 feet tall, from his art studio to the Bowling Green Plaza, a mere stone’s throw away from the renowned New York Stock Exchange, without obtaining permission or a permit. This placement symbolized a hopeful and prosperous gesture during a period of economic unrest. Di Modica invested US$360,000 in the creation, casting, and installation of this sculpture as a testament to his dedication to conveying a message of fortitude and adaptability after the significant stock market crash in 1987.

The Charging Bull represents the essence of Wall Street the spirit of perseverance and determination, encouraging people to overcome adversity and push forward in pursuit of their dreams. The sculpture’s presence in the heart of Wall Street also serves as a constant reminder of the challenges faced by those in the financial industry and the resilience required to succeed in such a competitive environment. The Charging Bull is a unique statue to study because it has become a well-recognized symbol of the financial market and continues to engage debates about financial power, public space, and artistic freedom. This multi-layered narrative, coupled with its popularity and interactive nature, makes the Charging Bull a rich subject for studying the intersections of public art, economics, and social dynamics.

Using the general framework of symbolic interactionism, our research aims to study a different aspect of the statue to the past literature. Earlier research tended to focus on the symbolic meaning of the Charging Bull of Wall Street after the 1987 stock market crash (e.g., [1]). Later, during the Occupy Wall Street movement, the statue took on another meaning as the financial district totem of testosterone and became the activists’ meeting place [2,3]. Direct confrontation with the Bull came in 2017, when the Fearless Girl statue was installed opposite the Bull, seeking to champion gender equality and challenge the male-dominated financial industry, drawing attention to the gendered nature of power dynamics and raising issues about the battle surrounding integrity, moral rights, and freedom of expression [4,5,6], although it was relocated elsewhere when the Bull’s artist argued that the Girl statue altered the perception of his artistic creation. In this paper, we ask a different question: how do ordinary people, i.e., visitors to New York City, interact with the Charging Bull statue?

The significance and impact of the statue continue to evolve as it becomes entwined with conversations and controversies, making it a compelling subject for sociological research on communication and interactions with and memory of statues. Since its installation, the Charging Bull has become widely recognized and regarded as an important symbol of New York City. People worldwide visit the Bowling Green Plaza to experience the sculpture’s energy, take photographs, and absorb its powerful message. The focus of this paper will be people’s interaction with the Charging Bull statue through a photo analysis approach to examine poses, gestures, and more generally interactions of people with the statue. This goes beyond the typical analysis of statues as a method of visual communication found in the communication literature [7,8,9]. In other words, instead of focusing on the symbolic and semiotic roles statues play, commonly found in the past literature, we focus on visitors’ interactions with statues, hoping to gain insights into the social impact of the Charging Bull on individuals. Through this research, we aim to contribute to the existing literature on the Charging Bull, and more generally the study of statues, and provide a deeper understanding of the significance of the statue in contemporary American society by analyzing an ignored aspect—people’s interactions with a symbolic statue.

2. Framing the Research

The concept of the invention of tradition defines the creation or modification of customs and practices that seem to be long-standing historical traditions but are in fact relatively recent constructs [10]. This notion can be applied to statues and people’s interactions with them, particularly when the statues represent abstract ideas rather than specific historical figures. When statues represent historical figures for commemorative purposes, they often become subjects of debates and controversies. A lot of the recent literature has focused on controversial monuments, especially those representing historical figures, in public spaces (see, e.g., [11,12]), and there is even a guide compiled for community leaders regarding such controversial historical monuments [13]. In the case of statues representing abstract ideas, they become potent symbols in the invention of tradition, as they embody and perpetuate certain ideologies or social values. By erecting statues that personify abstract concepts such as liberty, justice, or nationalism, communities shape their collective memory and shared identity, often amplifying certain historical narratives while erasing others. Consequently, people’s interactions with these statues are not encounters with concrete representations of certain historical figures but rather engagements with the embodiment of their society’s chosen ideals. Through various acts, such as the laying of flowers, protests, or ceremonial rituals, individuals communicate their allegiances, aspirations, and struggles, constructing a dynamic dialogue between themselves and the symbolic representations of their communities’ invented traditions.

Symbolic interactionism provides a valuable lens through which to analyze and interpret individuals’ interactions with the Charging Bull. Symbolic interactionism is a theoretical perspective, developed by sociologists such as George Herbert Mead, that explores how individuals interpret and construct meaning through their interactions with symbols. According to Mead [14], individuals create and negotiate meanings through social interaction, adopting the perspectives of others and incorporating these perspectives into their own self-conceptions and actions [15]. This process involves interpreting symbols, such as statues, with shared cultural meanings and significance. Symbolic interactionism posits that individuals construct meaning through their interactions with symbols, including statues and other cultural objects. When individuals approach the statue, they bring with them their own experiences and perspectives, but they also draw on the collective understanding of what the Charging Bull represents. This shared symbolism becomes a powerful force in shaping people’s attitudes and emotions towards the statue. It can inspire feelings of pride for those who see it as a symbol of opportunity and achievement. At the same time, it can also provoke critical and challenging reactions from those who view it as a representation of systemic inequalities and the negative consequences of capitalism. Thus, the invention of tradition and the associated symbolic spirit surrounding statues like the Charging Bull greatly influence how individuals interact with them and interpret their meaning.

The tradition of statues has been shaped and reinforced through collective memory and shared interpretations. Collective memory refers to shared memories and interpretations that a society or a group of people hold. It encompasses both personal memories and broader social narratives that emerge from common experiences, events, and symbols. Collective memory is not simply a reflection of the past, but an ongoing process of interpretation and reconstruction influenced by social factors [16]. Individuals and groups shape their memories collectively, as they draw from social frameworks, interactions, and discourses. As individuals have different experiences and backgrounds, their collective memories and interpretations of the statue vary. Some may view it as a symbol of hope, ambition, and the potential for economic success, drawing from their own personal or cultural narratives. Others may see the Bull as representing corporate greed, inequality, and the negative consequences of American capitalism. These interpretations are shaped by collective memories of historical events, social discourses, and shared understandings of power and wealth in society.

The urban landscape of New York City holds cultural and symbolic significance beyond their mere physical residential spaces. In line with this, Harvey’s [17] idea of the “right to the city” emphasizes how the urban environment profoundly impacts individuals’ experiences and identities, emphasizing that the right to the city is much more than just the individual liberty to access urban resources. Thus, individuals’ access to what a city has to offer includes its cultural and symbolic components. The Charging Bull statue, situated in the heart of Wall Street, is more than just a piece of bronze; it represents financial power and success. Its location within the iconic financial district adds meaning and prestige, influencing people’s interactions with the statue. People flock to visit and interact with the statue, seeing it as a testament to the city’s unwavering spirit and reflecting the collective aspirations of those seeking fortune and success. By engaging with this iconic statue, individuals participate in a ritualistic act that goes beyond admiring its artistry, as we will discuss further in this paper.

Placed in Wall Street as a symbol of capitalism, the Charging Bull has garnered significant attention and has become a noteworthy attraction for visitors, with many seeking to connect with the aspirations represented by this popular financial landmark. People often seek to align themselves with symbols of power and success in their surroundings to reinforce their own self-perception and social standing [18]. The Charging Bull, in all its majestic glory, serves as a visual manifestation of good fortune and financial triumph. Consequently, people’s interactions with this awe-inspiring statue are undoubtedly influenced by their longing to align themselves with these grand aspirations and the resolute can-do ideology that it represents.

3. Materials and Methods

The objective is to understand the dynamics of visitor behavior and the role of the statue in social interactions, that is, their interactions with both the referent and what is physically present. We seek to find answers to these questions: how do individuals and groups interact with the Charging Bull statue, and what are the common behaviors observed during these interactions?

The primary methodology for this study is photographic observation, which involves the use of photographs to understand the interactions observed. Two visits by the first author to the Charging Bull statue were conducted on November 5th and November 25th from 7 AM to 10 AM, with the November 5th date being the day of the New York City Marathon, covering both a day with typical visitors and a day with visitors attending a special event. Because the observer was there just like one of many other tourists taking photos, no one was affected by the presence of an additional visitor. Publicly available photographs on the internet taken by others are used to replace the author-taken images when they convey the same message. These other images provide empirical evidence of observations made by other observers at different times. By using publicly available images on the internet, the reproducibility of our research is increased a great deal because other researchers can also search and identify similar types of interactions by visitors to the Charging Bull.

The New York City Marathon attracts a large number of participants and spectators, creating a unique and vibrant environment that differs significantly from a typical day. By including a marathon day in one’s study, one can investigate how crowd dynamics and the presence of a significant event impact people’s behaviors and interactions with the statue. Due to time and resource limitations, it may not be feasible to conduct extensive observations over an extended period. Therefore, selecting two primary observation days provides a pragmatic approach to gaining valuable insights within a reasonable time frame. The regular day will provide insights into typical behaviors and patterns of engagement, while the marathon day will allow researchers to evaluate how the presence of a major event influences people’s interactions. This comparative analysis will enable researchers to observe any differences in the duration of interactions, physical proximity to the statue, types of interactions, and emotional responses elicited.

An iPhone 12 was used to capture photographs, as it is a common and easily accessible device that allows for discreet and comfortable data collection in a public space. The choice of a smartphone helped create a comfortable environment for participants, as they may be more accustomed to individuals using smartphones for photography than imposing proper cameras.

The data collection process by the observer (the first author) ceased once the same types of observations regarding interaction repeated themselves numerous times. Online searches of Charging Bull images did not reveal additional categories or types of interaction. The aim of the research was to obtain a diverse range of individuals and groups that interacted with the statue.

While the research methodology employed in this paper offers a detailed examination of the Charging Bull statue’s cultural and social impact, it is essential to acknowledge certain limitations inherent in the approach. Given the controversial nature of the statue, it stands to reason that individuals dissenting from the statue’s perceived message and those who are critical of the statue’s symbolism may choose explicitly not to engage with the statue, thus evading any photographic evidence. These detractors, motivated by opposition to the statue, are likely to avoid posing for photos and therefore remain underrepresented in visual data collections. This aversion contrasts with those who support or at least feel neutral about the statue, who are more likely to publicly showcase their interaction, thereby creating a biased sample skewed towards favorable or indifferent viewpoints.

This potential bias must be considered in interpreting the results, as it may skew the findings towards a more favorable or neutral perspective of the statue’s role in contemporary American society. The act of photographing oneself with the statue can be seen not just as a personal souvenir but as a tacit endorsement of what the statue represents, or at minimum, a lack of opposition. Consequently, the study may inadvertently paint an incomplete picture of the statue’s significance by omitting the views of its critics.

The methodology also relies heavily on visual and observational data, which inherently limits the scope of the study. Visual data alone cannot capture the nuanced opinions, sentiments, and diverse interpretations held by different segments of society. The absence of dissenting voices in photographic documentation leaves a gap that might otherwise be filled through complementary methods such as interviews, surveys, or focus groups. These additional methods could provide more balanced insights into how the statue is perceived across various demographics and ideological spectra.

4. Results and Discussion

Through extensive observation and further analysis, there were four main types of interactions observed with the Charging Bull statue. These interactions included taking souvenir photos, participating in the action, other unexpected encounters, and public-made symbolism surrounding the iconic monument. Through field and photographic observations, insight into the behaviors and perceptions of individuals engaging with this popular symbol of financial power and resilience was gained. By delving into these different modes of engagement, we aim to shed light on the multifaceted spectrum of experiences and interactions associated with the Charging Bull.

4.1. Taking Souvenir Photos

This act not only enhances the collective memory of the subjects being memorialized but also allows individuals to establish a personal connection and procure a tangible representation of their interaction with the statue. By far the most common type of interaction with the statue is posing in front of it (see Figure 1). By capturing a moment with the Charging Bull, individuals bring home with them an iconic symbol of prosperity and the cultural environment of Wall Street. Sharing these photos further contributes to the diffusion of the statue’s significance. As the symbol of Wall Street and capitalist success, the Charging Bull statue embodies fortune and prosperity. Through capturing a moment with the Charging Bull, individuals align themselves symbolically with aspirations for personal achievements, fortune, and prosperity.

The act of taking souvenir photos with the Charging Bull becomes a form of self-presentation and symbolic alignment with the social position associated with the financial district, as well as aligning with Belk’s theory of symbols of power and success [18]. The Charging Bull, as a symbol of economic power and success, denotes a particular social standing within Wall Street. By situating oneself in relation to the statue through souvenir photos, individuals solidify the symbolic boundaries and hierarchies of urban spaces, while also shaping their self-perception within this particular context [17]. Additionally, the act of taking souvenir photos with the Charging Bull aligns with Belk’s theory [18], serving as a way for individuals to reinforce their own self-perception and use symbolic power in their surroundings to construct a favorable self-image within the urban context and to affirm their connection to the financial district’s values of wealth and success. This form of interaction is also a typical visitor’s way of meaning making when visiting a piece of art [19].

4.2. Participating in the Action

The action observed in the photographic analysis indicates that the Charging Bull statue on Wall Street attracts active interaction with or participation by certain individuals. Through symbolic interaction, people imitate the statue’s pose or become part of its composition, embodying and reinforcing the values and meanings associated with the statue (Figure 2). This active engagement allows individuals to symbolically follow the Bull’s example, in line with the principles of symbolic interactionism. In alignment with this theoretical perspective, the observed participants actively interacted with the Charging Bull statue, thus potentially embodying the values and meanings that the statue symbolizes. Consequently, through their active engagement, these individuals are actively constructing their identities in relation to the subject matter memorialized by the statue.

The presence of the Charging Bull statue in New York City’s Wall Street symbolizes aspirations for wealth, power, and prosperity, inviting individuals to participate in achieving these aspirations. Through active participation in the interaction with the statue, individuals position themselves by asserting their aspirations and self-perception as ambitious and motivated individuals within a capitalist society.

4.3. Public-Made Symbolism

Public-made symbolism plays a crucial role in this study, providing evidence for an invented tradition just for this statue. We define public-made symbolism as a form of interaction with a statue that has already become a tradition that a lot of visitors to a statue follow. Visitors rubbing the back of the statue (the Bull’s Balls) symbolically express their beliefs in the Bull’s potency and hopes for luck and prosperity, creating a social behavior that contributes to the formation of shared interpretations and meanings within the context of the Charging Bull statue (Figure 3). The symbolic meaning of the Bull’s Balls is commented on by a financial source as being that the Bull only brings you luck and prosperity on the condition of rubbing the Bull’s Balls [20]. Additionally, popular statues like the Charging Bull draw many visitors, and these visitors often crowd around to wait for their turn to interact with a statue like the Bull in a similar way (Figure 4). These findings align with the concept of the invention of tradition, as rubbing the statue’s male organ has become a tradition in itself, created by the general public to foster a collective sense of meaning and significance. This invented tradition demonstrates the dynamic nature of cultural practices, as individuals continuously interpret and define symbols and rituals within their cultural environment.

The act of rubbing the statue’s male organ also relates to the American spirit, as it is done to secure good fortune and prosperity and can be seen as a manifestation of individuals’ aspirations for economic success and social mobility. It represents a commitment to pursuing wealth and material gain. The widespread adoption of this action indicates its deep-rootedness in the collective consciousness of pursuing personal achievements.

Additionally, this method of interaction sheds light on the theory of urban spaces and their connection to self-perception and social status. By actively participating in the practice of riding, grabbing, and rubbing the statue in various ways, individuals assert their presence in the urban space and leave their mark. This act serves as a way for individuals to establish ownership over the urban environment, reinforcing their sense of self and social standing. Furthermore, it fosters a sense of belonging and identity within the broader social context. This form of interaction also confirms the practice of the invention of tradition [10].

4.4. Other, Unexpected Interactions

The Charging Bull statue goes beyond the traditional role of statues as mere symbols and embodies the concept of the invention of tradition. There are other forms of unexpected interactions that have not become a tradition but still occasionally occur. In other words, taking a souvenir shot, posing by imitating the statue (as in participating in action), and public-made symbolism are all routinely performed on a regular basis. There are still occasional different ways of interacting with a statue, and we term these as “unexpected interactions.” One such example is observed when a nude woman wearing a cowgirl hat actively engaged with the statue by straddling the Bull (Figure 5). While riding on top of a statue might not be extremely rare, doing this in the nude was a totally unexpected behavior, challenging the status quo and the ongoing Coronavirus pandemic at the time. The action takes on a symbolic significance that becomes intertwined with the broader understanding of the statue’s meaning. The Charging Bull transforms from a representation of the financial industry into a symbol of resilience, empowerment, and individual agency through individuals’ performative behavior. The unexpected interactions that take place align with the principles of symbolic interactionism, which emphasize the role of social interactions in shaping individuals’ behaviors and constructing meaning. In actively engaging with the Charging Bull, individuals participate in symbolic interaction, utilizing the statue as a medium to negotiate and convey their ideas, emotions, and experiences.

Interacting with the Charging Bull statue goes beyond merely touching a piece of art. By sitting on the bull and sometimes grasping its horns, individuals express not only a sense of physical agency and control but also symbolize their relentless pursuit of success. The most unusual unexpected interaction was performed by the Polish-born artist Olek on early Christmas morning 2010, when she dressed the Bull in a hand-crocheted covering, disrupting the male-dominated Wall Street hierarchy with a pink-layered camouflage outfit [21]. These unexpected interactions with the statue also hold broader implications for the relationship between urban spaces and self-perception [17]. Indeed, sitting on the Charging Bull challenges the established power dynamics by appropriating and subverting a symbol strongly associated with Wall Street. In doing so, individuals assert their presence and challenge social hierarchies, thereby reshaping the notion of public space as a site for individual self-assertion and individual agency. Engaging with the Charging Bull in unexpected and unconventional ways allows individuals to position themselves in relation to this iconic symbol, signaling their own distinctive identity and desired social standing. In this sense, these interactions transcend mere physical contact, resonating as acts of personal pursuit of success and self-definition in an increasingly interconnected world.

4.5. Additional Findings

4.5.1. Different Modes of Visitor Engagement

Observations pertaining to different modes of visitor engagement with the Charging Bull reveal a spectrum of interactions, each carrying unique implications, occurring with varying frequencies. While we did not keep a tally, our observations suggest that the most frequent mode of engagement documented was the act of taking souvenir photos, indicating a desire amongst visitors to capture and immortalize their physical presence with the iconic statue. This behavior underscores the stature of the Charging Bull as a major landmark and tourist attraction, where photographing serves a social function, often aimed at sharing the experience through social media or personal collections. The second most frequent interaction involved public-made symbolism, particularly the rubbing of the Bull’s back. This recurring action can be interpreted as a form of ritualistic engagement, where visitors partake in a perceived tradition associated with good luck or financial prosperity, thus transforming the statue into a living entity within cultural folklore.

In contrast, participating in the action and other, unexpected forms of interaction were both significantly less frequent. This deeper level of engagement, where individuals reenact the dynamics embodied by the statue, signifies a momentary blurring of the lines between observer and artwork, inviting a more immersive and personal connection to the sculpture. Though relatively rare, these actions signal a form of interaction that defies conventional boundaries of public art appreciation, reflecting playful subversion or an attempt to assert dominance over the symbol of the bull.

4.5.2. Additional Purposes for Tourists

While the initial prediction was that tourists would have varying interpretations of the Charging Bull statue, the majority of participants expressed the view that the Charging Bull represented symbols of strength and wealth. On the day of the 2023 New York City Marathon, the first author observed that some of the tourists would pose with their signs supporting their runners who were part of the Marathon (see Figure 6). Posing with signs supporting marathon runners represents another type of interaction with the statue. A marathon is an endurance sport, and according to folklore, bulls symbolize endurance [22]. Therefore, it is not surprising to see marathon runners and supporters posing in front of the Charging Bull.

4.5.3. Street Vendor Interactions

The popularity of the Charging Bull statue has attracted numerous street vendors who line up on both sides of the road, offering various souvenirs, including small statues of the Charging Bull itself. This appropriation of the symbolism of prosperity associated with the original Charging Bull has become a means for both vendors and consumers to seek their own prosperity in different ways. Additionally, the act of rubbing the statue’s back, an invented tradition, has been commercialized, with nearby tourist shops selling miniature replicas of the Charging Bull statue. This concretizes and highlights the intricate relationship between consumer culture and the reinvention of tradition (in the form of street vending) in NYC [23]. This form of “interaction” offers another form of the invention of tradition [10].

5. Conclusions

Previous research on statues has typically focused on the collective memory and the embedded meaning of statues for visitors. In that sense, statues in public spaces convey to a visitor embedded memories and meanings via visual communication. In this research, we focused on, instead of statues’ embedded meanings, visitors’ ways of symbolically interacting with statues, in particular, their interactions with the Charging Bull of Wall Street. The findings in this paper illuminate the four main forms of symbolic interaction that individuals had with the Charging Bull statue on Wall Street: taking souvenir photos, participating in the action, engaging in public-made symbolism, and exhibiting unexpected interactions.

These forms of symbolic interaction informed us that individuals create a sense of meaning making (via taking souvenir photographs); they enable their active presence and make a statement (via participating in the action); they invent new traditions (via public-made symbolism); and they challenge established power dynamics (via unexpected interactions). We also observed additional ways of taking advantage of the presence of the statue by selling merchandise, including the Charging Bull-themed souvenirs, providing another example of a newly invented tradition related to a statue. These findings together highlight how a statue can convey memory and meaning beyond mere visual communication by the physical statue.