Using case studies from around the globe—including Mesoamerica, North and South America, Africa, China, and the Greco-Roman world—and across multiple time periods, the authors in this volume make the case that abundance provides an essential explanatory perspective on ancient peoples’ choices and activities. Economists frequently focus on scarcity as a driving principle in the development of social and economic hierarchies, yet focusing on plenitude enables the understanding of a range of cohesive behaviors that were equally important for the development of social complexity.

Our earliest human ancestors were highly mobile hunter-gatherers who sought out places that provided ample food, water, and raw materials. Over time, humans accumulated and displayed an increasing quantity and variety of goods. In households, shrines, tombs, caches, and dumps, archaeologists have discovered large masses of materials that were deliberately gathered, curated, distributed, and discarded by ancient peoples. The volume’s authors draw upon new economic theories to consider the social, ideological, and political implications of human engagement with abundant quantities of resources and physical objects and consider how individual and household engagements with material culture were conditioned by the quest for abundance.

Abundance shows that the human propensity for mass consumption is not just the result of modern production capacities but fulfills a longstanding focus on plenitude as both the assurance of well-being and a buffer against uncertainty. This book will be of great interest to scholars and students in economics, anthropology, and cultural studies.

Contributors: Traci Ardren, Amy Bogaard, Elizabeth Klarich, Abigail Levine, Christopher R. Moore, Tito E. Naranjo, Stacey Pierson, James M. Potter, François G. Richard, Christopher W. Schmidt, Carol Schultze, Payson Sheets, Monica L. Smith, Katheryn C. Twiss, Mark D. Varien, Justin St. P. Walsh, María Nieves Zedeño

What, exactly, did tea, sugar, and opium mean in eighteenth- and nineteenth-century Britain? Alimentary Orientalism reassesses the politics of Orientalist representation by examining the contentious debates surrounding these exotic, recently popularized, and literally consumable things. It suggests that the interwoven discourses sparked by these commodities transformed the period’s literary Orientalism and created surprisingly self-reflexive ways through which British writers encountered and imagined cultural otherness. Tracing exotic ingestion as a motif across a range of authors and genres, this book considers how, why, and whither writers used scenes of eating, drinking, and smoking to diagnose and interrogate their own solipsistic constructions of the Orient. As national and cultural boundaries became increasingly porous, such self-reflexive inquiries into the nature and role of otherness provided an unexpected avenue for British imperial subjectivity to emerge and coalesce.

Buyers Beware offers a new perspective for critical inquiries about the practices of consumption in (and of) Caribbean popular culture. The book revisits commonly accepted representations of the Caribbean from “less respectable” segments of popular culture such as dancehall culture and 'sistah lit' that proudly jettison any aspirations toward middle-class respectability. Treating these pop cultural texts and phenomena with the same critical attention as dominant mass cultural representations of the region allows Patricia Joan Saunders to read them against the grain and consider whether and how their “pulp” preoccupation with contemporary fashion, music, sex, fast food, and television, is instructive for how race, class, gender, sexuality and national politics are constructed, performed, interpreted, disseminated and consumed from within the Caribbean.

 

Advertising is a central part of the global system of commerce and culture. Every day it exposes consumers around the world to practices associated with the West, urban life, prosperity, and modernity. One consequence of this exposure is that it frees people's imaginations from time and place, and imposes a new and foreign reality. In this book Steven Kemper looks at a parallel trend, arguing that advertising firms in Nairobi, Caracas, and Colombo also domesticate the imagination, insinuating images into people's minds of the traditional as well as the modern, the local as much as the global.

Drawing upon fieldwork conducted over thirty years, Kemper examines the Sri Lankan advertising industry to show how executives draw on their skills as folk ethnographers to "Sri Lankanize" commodities and practices to make them locally desirable, essentially producing new forms of Sri Lankan culture. Addressing many of the most pressing agendas of contemporary anthropology, Buying and Becoming breaks new ground in studies of culture and globalization.

From the 1860s through the early twentieth century, Great Britain saw the rise of the department store and the institutionalization of a gendered sphere of consumption. Come Buy, Come Buy considers representations of the female shopper in British women’s writing and demonstrates how women’s shopping practices are materialized as forms of narrative, poetic, and cultural inscription, showing how women writers emphasize consumerism as productive of pleasure rather than the condition of seduction or loss. Krista Lysack examines works by Christina Rossetti, Mary Elizabeth Braddon, George Eliot, and Michael Field, as well as the suffragette newspaper Votes for Women, in order to challenge the dominant construction of Victorian femininity as characterized by self-renunciation and the regulation of appetite.

Come Buy, Come Buy considers not only literary works, but also a variety of archival sources (shopping guides, women’s fashion magazines, household management guides, newspapers, and advertisements) and cultural practices (department store shopping, shoplifting and kleptomania, domestic economy, and suffragette shopkeeping). With this wealth of sources, Lysack traces a genealogy of the woman shopper from dissident domestic spender to aesthetic connoisseur, from curious shop-gazer to political radical.

Combining the tools of political, social, cultural, and intellectual history, Consumption and Violence: Radical Protest in Cold-War West Germany explores strategies of legitimization developed by advocates of militant resistance to certain manifestations of consumer capitalism. The book contributes to a more sober evaluation of West German protest movements, not just terrorism, as it refrains from emotional and moral judgments, but takes the protesters’ approaches seriously, which, regarding consumer society, had a rational core. Political violence is not presented as the result of individual shortcomings, but emerges in relation to major societal changes, i.e., the unprecedented growth of consumption. This new perspective sheds important light on violence and radical protest in post-war Germany, as previous books have failed to examine to what extent these forms of resistance should be regarded as reactions to changing regimes of provision. Continuing the recently growing interest in the interdependence of countercultures and consumer society, the focus on violence gives the argument a unique twist, making the book thought-provoking and engaging.

Consumption Intensified examines how self-identified middle class Brazilians in São Paulo redefined their class during Brazil’s economic crisis of 1981–1994. With inflation soaring to an astounding 2700 percent, their consumption practices intensified, not only in relation to the national crisis but also to the expanding global consumer culture. Drawing on her observations of everyday practices and on representations of the middle class in popular culture, anthropologist Maureen O’Dougherty explores both the logic and incoherence of middle- to upper-middle-class Brazilian life.
With the supports of middle-class living threatened—job security, quality education, home ownership, savings, ease of consumption—the means and meaning of “middle class” were thrown into question. The sector thus redefined itself through both class- and race-based claims of moral and cultural superiority and through privileged consumption, a definition the media underscored by continually addressing middle-class Brazilians as consumers—or rather, as consumers denied. In these times, adults became more flexible in employment, and put stakes in their children’s expensive private education. They engaged in elaborate comparison shopping, stockpiling of goods, and financial strategizing. Ongoing desire for distinction and “first- world” modernity prompted these Brazilians to buy foreign goods through contraband, thereby defying state protectionist policy. Discontented with the constraints of the national economy, they welcomed neoliberalism.
By uncovering connections between culture and politics, O’Dougherty complicates understandings of the middle class as a social group and category. Illuminating the intricate relation between identity and local and global consumption, her work will be welcomed by students and scholars in anthropology and Latin American studies, and those interested in consumption, popular culture, politics, and globalization.

In the late nineteenth century, general-interest magazines began to reach an unprecedented number of readers and conveyed to those readers diverse messages about the meaning of masculinity in America. Over the next fifty years, these messages narrated a shift from Victorian masculinity, which valued character, integrity, hard work, and duty, to modern masculinity, which valued personality, self-realization, and image. In Creating the Modern Man, Tom Pendergast studies the multifaceted ways that masculinity is represented in magazines published during this transitional period.

Pendergast focuses on the rise of mass consumer culture, demonstrating that consumerism was a key factor in reshaping American notions of masculinity as presented in popular magazines. Whereas much scholarship has decried the effects of consumerism, Pendergast treats consumer culture as an energizing force in the American magazine market. He suggests that such magazines offered men new and meaningful visions of masculine identity and argues that men actively participated in restructuring the masculine ideal. Engaging a wide range of magazines from American Magazine to Esquire to True, Pendergast demonstrates how these publications presented masculinity in ways that reflected the magazines' relationship to advertisers, contributors, and readers.

This fascinating study includes such African American magazines as the Colored American, Crisis, Opportunity, and Ebony. Pendergast reasons that the rise of modern masculinity opened the way for African American men to identify with normative masculine values. As white men reinvented the idea of the "self-made man" for a new era, black men struggled to negotiate a meaningful place for black masculinity in a culture intent on denying them access.

The first complete investigation of the representation of men in American magazines, Creating the Modern Man makes an important contribution to our understanding of these publications, both as elements of mass culture and as interesting institutions in their own right. Pendergast takes readers inside the complex world of magazine publishing, demonstrating how magazines slowly yet surely help create the cultural images that shape societal gender roles.

What does it mean to be a "citizen" today, in an age of unbridled consumerism, terrorism, militarism, and multinationalism? In this passionate and dazzling book, Toby Miller dares to answer this question with the depth of thought it deserves. Fast-moving and far-ranging, Cultural Citizenship blends fact, theory, observation, and speculation in a way that continually startles and engages the reader. Although he is unabashedly liberal in his politics, Miller is anything but narrow minded. He looks at media coverage of September 11th and the Iraq invasion as well as "infotainment"—such as Food and Weather channels—to see how U.S. TV is serving its citizens as part of "the global commodity chain." Repeatedly revealing the crushing grip of the invisible hand of television, Miller shows us what we have given up in our drive to acquire and to "belong." For far too long, "cultural citizenship" has been a concept invoked without content. With the publication of this book, it has at last been given flesh and substance.

The English middle class in the late nineteenth century enjoyed an increase in the availability and variety of material goods. With that, the visual markers of class membership and manly behavior underwent a radical change. In The Cut of His Coat: Men, Dress, and Consumer Culture in Britain, 1860–1914, Brent Shannon examines familiar novels by authors such as George Eliot, Anthony Trollope, Thomas Hughes, and H. G. Wells, as well as previously unexamined etiquette manuals, period advertisements, and fashion monthlies, to trace how new ideologies emerged as mass-produced clothes, sartorial markers, and consumer culture began to change.

While Victorian literature traditionally portrayed women as having sole control of class representations through dress and manners, Shannon argues that middle-class men participated vigorously in fashion. Public displays of their newly acquired mannerisms, hairstyles, clothing, and consumer goods redefined masculinity and class status for the Victorian era and beyond.

The Cut of His Coat probes the Victorian disavowal of men’s interest in fashion and shopping to recover men’s significant role in the representation of class through self-presentation and consumer practices.

A neglected genre that promises to shed light on the culture of consumption appears in the form of the daytime television game shows whose hegemonic message seems to convey and to justify a widespread obeisance to the mandate of materialism. A close analysis of the longest running game show, The Price Is Right, suggests that all facets of this program combine to reinforce its central meaning as a ritualistic validation of consumption-oriented greed.

In The Ellis Island Snow Globe, Erica Rand, author of the smart and entertaining book Barbie’s Queer Accessories, takes readers on an unconventional tour of Ellis Island, the migration station turned heritage museum, and its neighbor, the Statue of Liberty. By pausing to reflect on what is and is not on display at these two iconic national monuments, Rand focuses attention on whose heritage is honored and whose obscured. She also reveals the shifting connections between sex, money, material products, and ideas of the nation in everything from the ostensible father-mother-child configuration on an Ellis Island golf ball purchased at the gift shop to the multi-million dollar July 4, 1986 Liberty Weekend extravaganza celebrating the Statue’s centennial just days after the Supreme Court’s un-Libertylike decision upholding the antisodomy laws challenged in Bowers v. Hardwick.

Rand notes that portrayals of the Statue of Liberty as a beacon for immigrants tend to suppress the Statue’s connections to people brought to this country by force. She examines what happened to migrants at Ellis Island whose bodies did not match the gender suggested by the clothing they wore. In light of contemporary ideas about safety and security, she examines the “Decide an Immigrant’s Fate” program, which has visitors to Ellis Island act as a 1910 board of inspectors hearing the appeal of an immigrant about to be excluded from the country. Rand is a witty, insightful, and open-minded tour guide, able to synthesize numerous diverse ideas—about tourism, immigration history, sexuality, race, ethnicity, commodity culture, and global capitalism—and to candidly convey her delight in her Ellis Island snow globe. And pen. And lighter. And back scratcher. And golf ball. And glittery pink key chain.

Published by the Center for Literary Publishing at Colorado State University
Winner of the 2016 Colorado Prize for Poetry

Selected by Tyrone Williams for the 2016 Colorado Prize for Poetry, Exit Theater casts classical elegy, with dazzling formal innovation, into a staggering work of contemporary, political polyphony. Through monologues, performance scripts, and poems of exquisite prosody, Mike Lala examines the human figure—as subject and object, enemy and ally—in the context of a progressively defigured and hostile world. Catullus, Shakespeare, Cy Twombly, and Lydia Delectorskaya echo across engagements with Israeli generals, accused terrorists, State Department employees, nuclear scientists, Saturday Night Live actors, war criminals, malware, and a host of mythic, literary, and half-extant spectral characters. Amid the cacophony, Lala implicates every actor, including himself, in a web of shared culpability vis-à-vis consumerism, representation, speaking, writing, and making art against the backdrop of the endless, open wars of a post–Cold War, post-2001 era. Exit Theater is a debut of and against its time—a book about war, art, and what it means to make art in a time of war. 

The Expediency of Culture is a pioneering theorization of the changing role of culture in an increasingly globalized world. George Yúdice explores critically how groups ranging from indigenous activists to nation-states to nongovernmental organizations have all come to see culture as a valuable resource to be invested in, contested, and used for varied sociopolitical and economic ends. Through a dazzling series of illustrative studies, Yúdice challenges the Gramscian notion of cultural struggle for hegemony and instead develops an understanding of culture where cultural agency at every level is negotiated within globalized contexts dominated by the active management and administration of culture. He describes a world where “high” culture (such as the Guggenheim Museum in Bilbao, Spain) is a mode of urban development, rituals and everyday aesthetic practices are mobilized to promote tourism and the heritage industries, and mass culture industries comprise significant portions of a number of countries’ gross national products.

Yúdice contends that a new international division of cultural labor has emerged, combining local difference with transnational administration and investment. This does not mean that today’s increasingly transnational culture—exemplified by the entertainment industries and the so-called global civil society of nongovernmental organizations—is necessarily homogenized. He demonstrates that national and regional differences are still functional, shaping the meaning of phenomena from pop songs to antiracist activism. Yúdice considers a range of sites where identity politics and cultural agency are negotiated in the face of powerful transnational forces. He analyzes appropriations of American funk music as well as a citizen action initiative in Rio de Janeiro to show how global notions such as cultural difference are deployed within specific social fields. He provides a political and cultural economy of a vast and increasingly influential art event— insite a triennial festival extending from San Diego to Tijuana. He also reflects on the city of Miami as one of a number of transnational “cultural corridors” and on the uses of culture in an unstable world where censorship and terrorist acts interrupt the usual channels of capitalist and artistic flows.

Our massive, global system of consumption is broken. Our individual relationship with our stuff is broken. In each of our homes, some stuff is broken. And the strain of rampant consumerism and manufacturing is breaking our planet. We need big, systemic changes, from public policy to global economic systems. But we don’t need to wait for them.

Since founding Fixup, a pop-up repair shop that brought her coverage in The New York Times, Salon, New York Public Radio, and more, Sandra Goldmark has become a leader in the movement to demand better “stuff.” She doesn’t just want to help us clear clutter—she aims to move us away from throwaway culture, to teach us to reuse and repurpose more thoughtfully, and to urge companies to produce better stuff. Although her goal is ambitious, the solution to getting there is surprisingly simple and involves all of us: have good stuff, not too much, mostly reclaimed, care for it, and pass it on.

Fixation charts the path to the next frontier in the health, wellness, and environmental movements—learning how to value stewardship over waste. We can choose quality items designed for a long lifecycle, commit to repairing them when they break, and shift our perspective on reuse and “preowned” goods. Together, we can demand that companies get on board. Goldmark shares examples of forward-thinking companies that are thriving by conducting their businesses sustainably and responsibly.

Passionate, wise, and practical, Fixation offers us a new understanding of stuff by building a value chain where good design, reuse, and repair are the status quo.
 

From “getting loose” to “letting it all hang out,” the 1970s were filled with exhortations to free oneself from artificial restraints and to discover oneself in a more authentic and creative life. In the wake of the counterculture of the 1960s, anything that could be made to yield to a more impulsive vitality was reinvented in a looser way. Food became purer, clothing more revealing, sex more orgiastic, and home decor more rustic and authentic.

Through a sociological analysis of the countercultural print culture of the 1970s, Sam Binkley investigates the dissemination of these self-loosening narratives and their widespread appeal to America’s middle class. He describes the rise of a genre of lifestyle publishing that emerged from a network of small offbeat presses, mostly located on the West Coast. Amateurish and rough in production quality, these popular books and magazines blended Eastern mysticism, Freudian psychology, environmental ecology, and romantic American pastoralism as they offered “expert” advice—about how to be more in touch with the natural world, how to release oneself into trusting relationships with others, and how to delve deeper into the body’s rhythms and natural sensuality. Binkley examines dozens of these publications, including the Whole Earth Catalog, Rainbook, the Catalog of Sexual Consciousness, Celery Wine, Domebook, and Getting Clear.

Drawing on the thought of Pierre Bourdieu, Zygmunt Bauman, and others, Binkley explains how self-loosening narratives helped the middle class confront the modernity of the 1970s. As rapid social change and political upheaval eroded middle-class cultural authority, the looser life provided opportunities for self-reinvention through everyday lifestyle choice. He traces this ethos of self-realization through the “yuppie” 1980s to the 1990s and today, demonstrating that what originated as an emancipatory call to loosen up soon evolved into a culture of highly commercialized consumption and lifestyle branding.

From Henry David Thoreau to Bill McKibben, critics and philosophers have long sought to demonstrate how a sufficient life—one without constant, environmentally damaging growth—might still be rich and satisfying. Yet one crucial episode in the history of sufficiency has been largely forgotten. Green Victorians tells the story of a circle of men and women in the English Lake District who attempted to create a new kind of economy, turning their backs on Victorian consumer society in order to live a life dependent not on material abundance and social prestige but on artful simplicity and the bonds of community.
           
At the center of their social experiment was the charismatic art critic and political economist John Ruskin. Albritton and Albritton Jonsson show how Ruskin’s followers turned his theory into practice in a series of ambitious local projects ranging from hand spinning and woodworking to gardening, archaeology, and pedagogy. This is a lively yet unsettling story, for there was a dark side to Ruskin’s community as well—racist thinking, paternalism, and technophobia. Richly illustrated, Green Victorians breaks new ground, connecting the ideas and practices of Ruskin’s utopian community with the problems of ethical consumption then and now.

Hegemony tells the story of the drive to create consumer capitalism abroad through political pressure and the promise of goods for mass consumption. In contrast to the recent literature on America as empire, it explains that the primary goal of the foreign and economic policies of the United States is a world which increasingly reflects the American way of doing business, not the formation or management of an empire. Contextualizing both the Iraq war and recent plant closings in the U.S., noted author John Agnew shows how American hegemony has created a world in which power is no longer only shaped territorially. He argues in a sobering conclusion that we are consequently entering a new era of global power, one in which the world the US has made no longer works to its singular advantage.

Identifying Consumption illustrates how an individual’s buying habits are shaped by the dynamics of the consumer marketplace—and thus how consumption and identity inform each other. Robert Dunn brings together the various theories of spending and develops a mode of analysis concentrating on the individual subjectivity of consumption. By doing so, he addresses how we spend and its relationship with status and lifestyle.

Dunn provides a comprehensive guide to the study of modern consumer behavior before summarizing and critiquing the major theories of consumption. At this juncture, he proposes a method of analysis that focuses on the significance of status and lifestyle in social relations that can help explain how the consumer marketplace is shaped. He concludes by raising issues about different ways of consuming and the relationship between consumption and identity.

Robust and reliable measures of consumer expenditures are essential for analyzing aggregate economic activity and for measuring differences in household circumstances. Many countries, including the United States, are embarking on ambitious projects to redesign surveys of consumer expenditures, with the goal of better capturing economic heterogeneity. This is an appropriate time to examine the way consumer expenditures are currently measured, and the challenges and opportunities that alternative approaches might present.      

Improving the Measurement of Consumer Expenditures begins with a comprehensive review of current methodologies for collecting consumer expenditure data. Subsequent chapters highlight the range of different objectives that expenditure surveys may satisfy, compare the data available from consumer expenditure surveys with that available from other sources, and describe how the United States’s current survey practices compare with those in other nations.

Published in cooperation with the William P. Clements Center for Southwest Studies, Southern Methodist University.

In Land of Necessity, historians and anthropologists unravel the interplay of the national and transnational and of scarcity and abundance in the region split by the 1,969-mile boundary line dividing Mexico and the United States. This richly illustrated volume, with more than 100 images including maps, photographs, and advertisements, explores the convergence of broad demographic, economic, political, cultural, and transnational developments resulting in various forms of consumer culture in the borderlands. Though its importance is uncontestable, the role of necessity in consumer culture has rarely been explored. Indeed, it has been argued that where necessity reigns, consumer culture is anemic. This volume demonstrates otherwise. In doing so, it sheds new light on the history of the U.S.-Mexico borderlands, while also opening up similar terrain for scholarly inquiry into consumer culture.

The volume opens with two chapters that detail the historical trajectories of consumer culture and the borderlands. In the subsequent chapters, contributors take up subjects including smuggling, tourist districts and resorts, purchasing power, and living standards. Others address home décor, housing, urban development, and commercial real estate, while still others consider the circulation of cinematic images, contraband, used cars, and clothing. Several contributors discuss the movement of people across borders, within cities, and in retail spaces. In the two afterwords, scholars reflect on the U.S.-Mexico borderlands as a particular site of trade in labor, land, leisure, and commodities, while also musing about consumer culture as a place of complex political and economic negotiations. Through its focus on the borderlands, this volume provides valuable insight into the historical and contemporary aspects of the big “isms” shaping modern life: capitalism, nationalism, transnationalism, globalism, and, without a doubt, consumerism.

Contributors. Josef Barton, Peter S. Cahn, Howard Campbell, Lawrence Culver, Amy S. Greenberg, Josiah McC. Heyman, Sarah Hill, Alexis McCrossen, Robert Perez, Laura Isabel Serna, Rachel St. John, Mauricio Tenorio-Trillo, Evan R. Ward

Liberalization’s Children explores how youth and gender have become crucial sites for a contested cultural politics of globalization in India. Popular discourses draw a contrast between “midnight’s children,” who were rooted in post-independence Nehruvian developmentalism, and “liberalization’s children,” who are global in outlook and unapologetically consumerist. Moral panics about beauty pageants and the celebration of St. Valentine’s Day reflect ambivalence about the impact of an expanding commodity culture, especially on young women. By simply highlighting the triumph of consumerism, such discourses obscure more than they reveal. Through a careful analysis of “consumer citizenship,” Ritty A. Lukose argues that the breakdown of the Nehruvian vision connects with ongoing struggles over the meanings of public life and the cultural politics of belonging. Those struggles play out in the ascendancy of Hindu nationalism; reconfigurations of youthful, middle-class femininity; attempts by the middle class to alter understandings of citizenship; and assertions of new forms of masculinity by members of lower castes.

Moving beyond elite figurations of globalizing Indian youth, Lukose draws on ethnographic research to examine how non-elite college students in the southern state of Kerala mediate region, nation, and globe. Kerala sits at the crossroads of development and globalization. Held up as a model of left-inspired development, it has also been transformed through an extensive and largely non-elite transnational circulation of labor, money, and commodities to the Persian Gulf and elsewhere. Focusing on fashion, romance, student politics, and education, Lukose carefully tracks how gender, caste, and class, as well as colonial and postcolonial legacies of culture and power, affect how students navigate their roles as citizens and consumers. She explores how mass-mediation and an expanding commodity culture have differentially incorporated young people into the structures and aspirational logics of globalization.

One of the cliches that Singaporeans hold most dear is that their lives are a pursuit of the five c's: cash, cars, condominiums, credit cards, and club memberships. Over the last thirty years, Singaporeans have become accustomed to ever-increasing levels

Corporate power has a huge impact on the rights and privileges of individuals—as workers, consumers, and citizens. This book explores the myth of individualism, which makes people perceive themselves as having choices, when in fact most peoples' options are very limited.



Perelman describes the manufacture of unhappiness—the continual generation of dissatisfaction with products people are encouraged to purchase and quickly discard—and the complex techniques corporations employ to avoid responsibility and accountability to their workers, consumers and the environment. He outlines ways in which individuals can surpass individualism and instead work together to check the growing power of corporations.



While other books have surveyed the corporate landscape, or decried modern consumerism, Perelman, a professor of economics, places these ideas within a proper economic and historical context. He explores the limits of corporate accountability and responsibility, and investigates the relation between a wide range of phenomena such as food, fear and terrorism. Highly readable, Manufacturing Discontent will appeal to anyone with an interest in the way society works—and what really determines the rights of individuals in a corporate society.



Michael Perelman, Professor of Economics at California State University, Chico, received his Ph.D. from the University of California, Berkeley. He is the author of several books on economics and economic thought, including Railroading Economics (Routledge, 2006); Class Warfare in the Information Age (Palgrave Macmillan, 2000); The Invention of Capitalism (Duke University Press, 2000) and The Perverse Economy (Palgrave Macmillan, 2003).

In Market Encounters, Bianca Murillo explores the shifting social terrains that made the buying and selling of goods in modern Ghana possible. Fusing economic and business history with social and cultural history, she traces the evolution of consumerism in the colonial Gold Coast and independent Ghana from the late nineteenth century through to the political turmoil of the 1970s.

Murillo brings sales clerks, market women, and everyday consumers in Ghana to the center of a story that is all too often told in sweeping metanarratives about what happens when African businesses are incorporated into global markets. By emphasizing the centrality of human relationships to Ghana’s economic past, Murillo introduces a radical rethinking of consumption studies from an Africa-centered perspective. The result is a keen look at colonial capitalism in all of its intricacies, legacies, and contradictions, including its entanglement with gender and race.

In 1989 news broadcasts all over the world were dominated for weeks by images of East Germans crossing the Berlin Wall to West Germany. But what did the East Germans expect to find when they excitedly broke through the Wall? And what did they actually find when they made it over to the other side? This study draws on fifteen months of research into both the lives of East Germans before the fall of communism and their fast-changing world after they embraced capitalism. Grounded in powerful anthropological insights, Milena Veenis argues persuasively that national identifications and the bond between state and citizenry in both East and West Germany over the past twenty years has been shaped by the far-fetched, socialist and capitalist promises of consumption as the road to ultimate well-being. These promises also functioned as a way to cover up the more shameful and dirty aspects of both countries’ history and social life.

During the 1920s and 1930s, in cities from Beijing to Bombay, Tokyo to Berlin, Johannesburg to New York, the Modern Girl made her sometimes flashy, always fashionable appearance in city streets and cafes, in films, advertisements, and illustrated magazines. Modern Girls wore sexy clothes and high heels; they applied lipstick and other cosmetics. Dressed in provocative attire and in hot pursuit of romantic love, Modern Girls appeared on the surface to disregard the prescribed roles of dutiful daughter, wife, and mother. Contemporaries debated whether the Modern Girl was looking for sexual, economic, or political emancipation, or whether she was little more than an image, a hollow product of the emerging global commodity culture. The contributors to this collection track the Modern Girl as she emerged as a global phenomenon in the interwar period.

Scholars of history, women’s studies, literature, and cultural studies follow the Modern Girl around the world, analyzing her manifestations in Germany, Australia, China, Japan, France, India, the United States, Russia, South Africa, and Zimbabwe. Along the way, they demonstrate how the economic structures and cultural flows that shaped a particular form of modern femininity crossed national and imperial boundaries. In so doing, they highlight the gendered dynamics of interwar processes of racial formation, showing how images and ideas of the Modern Girl were used to shore up or critique nationalist and imperial agendas. A mix of collaborative and individually authored chapters, the volume concludes with commentaries by Kathy Peiss, Miriam Silverberg, and Timothy Burke.

Contributors: Davarian L. Baldwin, Tani E. Barlow, Timothy Burke, Liz Conor, Madeleine Yue Dong, Anne E. Gorsuch, Ruri Ito, Kathy Peiss, Uta G. Poiger, Priti Ramamurthy, Mary Louise Roberts, Barbara Sato, Miriam Silverberg, Lynn M. Thomas, Alys Eve Weinbaum

Unconventional and provocative, My Life with Things is Elizabeth Chin's meditation on her relationship with consumer goods and a critical statement on the politics and method of anthropology. Chin centers the book on diary entries that focus on everyday items—kitchen cabinet knobs, shoes, a piano—and uses them to intimately examine the ways consumption resonates with personal and social meaning: from writing love haikus about her favorite nail polish and discussing the racial implications of her tooth cap, to revealing how she used shopping to cope with a miscarriage and contemplating how her young daughter came to think that she needed Lunesta. Throughout, Chin keeps Karl Marx and his family's relationship to their possessions in mind, drawing parallels between Marx's napkins, the production of late nineteenth-century table linens, and Chin's own vintage linen collection. Unflinchingly and refreshingly honest, Chin unlocks the complexities of her attachments to, reliance on, and complicated relationships with her things. In so doing, she prompts readers to reconsider their own consumption, as well as their assumptions about the possibilities for creative scholarship.

What determines whether children grow up to be rich or poor? Arguing that parental actions are some of the most important sources of wealth inequality, Casey B. Mulligan investigates the transmission of economic status from one generation to the next by constructing an economic model of parental preferences.

In Mulligan's model, parents determine the degree of their altruistic concern for their children and spend time with and resources on them accordingly—just as they might make choices about how they spend money. Mulligan tests his model against both old and new evidence on the intergenerational transmission of consumption, earnings, and wealth, including models that emphasize "financial constraints." One major prediction of Mulligan's model confirmed by the evidence is that children of wealthy parents typically spend more than they earn.

Mulligan's innovative approach can also help explain other important behavior, such as charitable giving and "corporate loyalty," and will appeal to a wide range of quantitatively oriented social scientists and sociobiologists.

The disparity between rich and poor countries is the most serious, intractable problem facing the world today. The chronic poverty of many nations affects more than the citizens and economies of those nations; it threatens global stability as the pressures of immigration become unsustainable and rogue nations seek power and influence through extreme political and terrorist acts. To address this tenacious poverty, a vast array of international institutions has pumped billions of dollars into these nations in recent decades, yet despite this infusion of capital and attention, roughly five billion of the world's six billion people continue to live in poor countries. What isn't working? And how can we fix it?

The Power of Productivity provides powerful and controversial answers to these questions. William W. Lewis, the director emeritus of the McKinsey Global Institute, here draws on extensive microeconomic studies of thirteen nations over twelve years—conducted by the Institute itself—to counter virtually all prevailing wisdom about how best to ameliorate economic disparity. Lewis's research, which included studying everything from state-of-the-art auto makers to black-market street vendors and mom-and-pop stores, conclusively demonstrates that, contrary to popular belief, providing more capital to poor nations is not the best way to help them. Nor is improving levels of education, exchange-rate flexibility, or government solvency enough. Rather, the key to improving economic conditions in poor countries, argues Lewis, is increasing productivity through intense, fair competition and protecting consumer rights.

As The Power of Productivity explains, this sweeping solution affects the economies of poor nations at all levels—from the viability of major industries to how the average consumer thinks about his or her purchases. Policies must be enacted in developing nations that reflect a consumer rather than a producer mindset and an attendant sense of consumer rights. Only one force, Lewis claims, can stand up to producer special privileges—consumer interests.

The Institute's unprecedented research method and Lewis's years of experience with economic policy combine to make The Power of Productivity the most authoritative and compelling view of the global economy today, one that will inform political and economic debate throughout the world for years to come.

An exposé of the realities facing poor black children in our consumer society.

What does it mean to be young, poor, and black in our consumer culture? Are black children “brand-crazed consumer addicts” willing to kill each other over a pair of the latest Nike Air Jordans or Barbie backpack? In this first in-depth account of the consumer lives of poor and working-class black children, Elizabeth Chin enters the world of children living in hardship in order to understand the ways they learn to manage living poor in a wealthy society.

To move beyond the stereotypical images of black children obsessed with status symbols, Chin spent two years interviewing poor children in New Haven, Connecticut, about where and how they spend their money. An alternate image of the children emerges, one that puts practicality ahead of status in their purchasing decisions. On a twenty-dollar shopping spree with Chin, one boy has to choose between a walkie-talkie set and an X-Men figure. In one of the most painful moments of her research, Chin watches as Davy struggles with his decision. He finally takes the walkie-talkie set, a toy that might be shared with his younger brother.Through personal anecdotes and compelling stories ranging from topics such as Christmas and birthday gifts, shopping malls, Toys-R-Us, neighborhood convenience shops, school lunches, ethnically correct toys, and school supplies, Chin critically examines consumption as a medium through which social inequalities-most notably of race, class, and gender-are formed, experienced, imposed, and resisted. Along the way she acknowledges the profound constraints under which the poor and working class must struggle in their daily lives.

Over the past half-century, bookselling, like many retail industries, has evolved from an arena dominated by independent bookstores to one in which chain stores have significant market share. And as in other areas of retail, this transformation has often been a less-than-smooth process. This has been especially pronounced in bookselling, argues Laura J. Miller, because more than most other consumer goods, books are the focus of passionate debate. What drives that debate? And why do so many people believe that bookselling should be immune to questions of profit?

In Reluctant Capitalists, Miller looks at a century of book retailing, demonstrating that the independent/chain dynamic is not entirely new. It began one hundred years ago when department stores began selling books, continued through the 1960s with the emergence of national chain stores, and exploded with the formation of “superstores” in the 1990s. The advent of the Internet has further spurred tremendous changes in how booksellers approach their business. All of these changes have met resistance from book professionals and readers who believe that the book business should somehow be “above” market forces and instead embrace more noble priorities.

Miller uses interviews with bookstore customers and members of the book industry to explain why books evoke such distinct and heated reactions. She reveals why customers have such fierce loyalty to certain bookstores and why they identify so strongly with different types of books. In the process, she also teases out the meanings of retailing and consumption in American culture at large, underscoring her point that any type of consumer behavior is inevitably political, with consequences for communities as well as commercial institutions.

The sheer intensity and violence of Germany’s twentieth century—through the end of an empire, two world wars, two democracies, and two dictatorships—provide a unique opportunity to assess the power and endurance of commercial imagery in the most extreme circumstances. Selling Modernity places advertising and advertisements in this tumultuous historical setting, exploring such themes as the relationship between advertising and propaganda in Nazi Germany, the influence of the United States on German advertising, the use of advertising to promote mass consumption in West Germany, and the ideological uses and eventual prohibition of advertising in East Germany.

While the essays are informed by the burgeoning literature on consumer society, Selling Modernity focuses on the actors who had the greatest stake in successful merchandising: company managers, advertising executives, copywriters, graphic artists, market researchers, and salespeople, all of whom helped shape the depiction of a company’s products, reputation, and visions of modern life. The contributors consider topics ranging from critiques of capitalism triggered by the growth of advertising in the 1890s to the racial politics of Coca-Cola’s marketing strategies during the Nazi era, and from the post-1945 career of an erotica entrepreneur to a federal anti-drug campaign in West Germany. Whether analyzing the growing fascination with racialized discourse reflected in early-twentieth-century professional advertising journals or the postwar efforts of Lufthansa to lure holiday and business travelers back to a country associated with mass murder, the contributors reveal advertising’s central role in debates about German culture, business, politics, and society.

Contributors. Shelley Baranowski, Greg Castillo, Victoria de Grazia, Guillaume de Syon, Holm Friebe, Rainer Gries, Elizabeth Heineman, Michael Imort, Anne Kaminsky, Kevin Repp , Corey Ross, Jeff Schutts, Robert P. Stephens, Pamela E. Swett, S. Jonathan Wiesen, Jonathan R. Zatlin

A leading Bombay advertising agency justifies as traditionally Indian the highly eroticized images it produces to promote the KamaSutra condom brand. Another agency struggles to reconcile the global ambitions of a cellular-phone service provider with the ambivalently local connotations of the client’s corporate brand. When the dream of the 250 million-strong “Indian middle class” goes sour, Indian advertising and marketing professionals search for new ways to market “the Indian consumer”—now with added cultural difference—to multinational clients.

An examination of the complex cultural politics of mass consumerism in a globalized marketplace, Shoveling Smoke is a pathbreaking and detailed ethnography of the contemporary Indian advertising industry. It is also a critical and innovative intervention into current theoretical debates on the intersection of consumerist globalization, aesthetic politics, and visual culture. William Mazzarella traces the rise in India during the 1980s of mass consumption as a self-consciously sensuous challenge to the austerities of state-led developmentalism. He shows how the decisive opening of Indian markets to foreign brands in the 1990s refigured established models of the relationship between the local and the global and, ironically, turned advertising professionals into custodians of cultural integrity.

How do we integrate the theoretical underpinnings of social reproduction theory (SRT) into our understanding of the social harms inflicted upon us? How can we use it to inform our struggles and affect societal change under capitalism? Integrating our understanding of productive and reproductive spheres and exploring the connection between identity-based oppression and class exploitation, SRT has emerged as a powerful Marxist frame for social analysis and political practice. In this book, Aaron Jaffe extracts SRT's radical potential, relying on recent struggles, including the International Women's Strike and the teachers' strikes, showing how we can use SRT to motivate socialist politics and strategy. Using social reproduction theory to appreciate distinct forms of social domination, this unique and necessary book will have vital strategic implications for anti-capitalists, anti-racists, LGBT activists, disability activists and feminists.

From 1840 to 1900, midwestern Americans experienced firsthand the profound economic, cultural, and structural changes that transformed the nation from a premodern, agrarian state to one that was urban, industrial, and economically interdependent. Midwestern commercial farmers found themselves at the heart of these changes. Their actions and reactions led to the formation of a distinctive and particularly democratic consumer ethos, which is still being played out today.

By focusing on the consumer behavior of midwestern farmers, Sowing the American Dream provides illustrative examples of how Americans came to terms with the economic and ideological changes that swirled around them. From the formation of the Grange to the advent of mail-order catalogs, the buying patterns of rural midwesterners set the stage for the coming century.

Carefully documenting the rise and fall of the powerful purchasing cooperatives, David Blanke explains the shifting trends in collective consumerism, which ultimately resulted in a significant change in the way that midwestern consumers pursued their own regional identity, community, and independence.

A timely examination of the attachments we form to objects and how they might be used to reduce waste

Rampant consumerism has inundated our planet with pollution and waste. Yet attempts to create environmentally friendly forms of consumption are often co-opted by corporations looking to sell us more stuff. In Things Worth Keeping, Christine Harold investigates the attachments we form to the objects we buy, keep, and discard, and explores how these attachments might be marshaled to create less wasteful practices and balance our consumerist and ecological impulses. 

Although all economies produce waste, no system generates as much or has become so adept at hiding its excesses as today’s mode of global capitalism. This book suggests that managing the material excesses of our lives as consumers requires us to build on, rather than reject, our desire for and attraction to objects. Increasing environmental awareness on its own will be ineffective at reversing ecological devastation, Harold argues, unless it is coupled with a more thorough understanding of how and why we love the things that imbue our lives with pleasure, meaning, and utility. 

From Marie Kondo’s method for decluttering that asks whether the things in our lives “spark joy” to the advent of emotionally durable design, which seeks to reduce consumption and waste by increasing the meaningfulness of the relationship between user and product, Harold explores how consumer psychology and empathetic design can transform our perception of consumer products from disposable to interconnected. An urgent call for rethinking consumerism, Things Worth Keeping shows that by recognizing our responsibility for the things we produce, we can become better stewards of the planet.

In Tourists of History, the cultural critic Marita Sturken argues that over the past two decades, Americans have responded to national trauma through consumerism, kitsch sentiment, and tourist practices in ways that reveal a tenacious investment in the idea of America’s innocence. Sturken investigates the consumerism that followed from the September 11th attacks; the contentious, ongoing debates about memorials and celebrity-architect designed buildings at Ground Zero; and two outcomes of the bombing of the Alfred P. Murrah Federal Building in Oklahoma City: the Oklahoma City National Memorial and the execution of Timothy McVeigh.

Sturken contends that a consumer culture of comfort objects such as World Trade Center snow globes, FDNY teddy bears, and Oklahoma City Memorial t-shirts and branded water, as well as reenactments of traumatic events in memorial and architectural designs, enables a national tendency to see U.S. culture as distant from both history and world politics. A kitsch comfort culture contributes to a “tourist” relationship to history: Americans can feel good about visiting and buying souvenirs at sites of national mourning without having to engage with the economic, social, and political causes of the violent events. While arguing for the importance of remembering tragic losses of life, Sturken is urging attention to a dangerous confluence—of memory, tourism, consumerism, paranoia, security, and kitsch—that promulgates fear to sell safety, offers prepackaged emotion at the expense of critical thought, contains alternative politics, and facilitates public acquiescence in the federal government’s repressive measures at home and its aggressive political and military policies abroad.

In Transnational America, Inderpal Grewal examines how the circulation of people, goods, social movements, and rights discourses during the 1990s created transnational subjects shaped by a global American culture. Rather than simply frame the United States as an imperialist nation-state that imposes unilateral political power in the world, Grewal analyzes how the concept of “America” functions as a nationalist discourse beyond the boundaries of the United States by disseminating an ideal of democratic citizenship through consumer practices. She develops her argument by focusing on South Asians in India and the United States.

Grewal combines a postcolonial perspective with social and cultural theory to argue that contemporary notions of gender, race, class, and nationality are linked to earlier histories of colonization. Through an analysis of Mattel’s sales of Barbie dolls in India, she discusses the consumption of American products by middle-class Indian women newly empowered with financial means created by India’s market liberalization. Considering the fate of asylum-seekers, Grewal looks at how a global feminism in which female refugees are figured as human rights victims emerged from a distinctly Western perspective. She reveals in the work of three novelists who emigrated from India to the United States—Bharati Mukherjee, Chitra Banerjee Divakaruni, and Amitav Ghosh—a concept of Americanness linked to cosmopolitanism. In Transnational America Grewal makes a powerful, nuanced case that the United States must be understood—and studied—as a dynamic entity produced and transformed both within and far beyond its territorial boundaries.

The essays in this collection focus primarily on six major business sectors in India: airlines, pharmaceuticals, automobiles, hospitality, food, and telecommunications. An essay on each sector describes the market structure, the current state of the sector, the main players, the key economic forces, and selected business strategies.

The authors describe how the sector might evolve during the next five to ten years, within the broad canvas of the deeper economic and demographic transitions that are taking place in India, and in turn, what this evolution implies for the challenges and opportunities that companies, both domestic and multinational, may face in India. Essays on the emergence of the Indian consumer, the effect of credit cards on India’s consumer culture, and entrepreneurship and India’s poor the emergence of the Indian Consumer round out this profile of India’s market.