A SCHOLARLY BOOK REPOSITORY
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
Americans love to hate consumerism. Scholars, intellectuals, musicians, and writers of all kinds take pleasure in complaining that consumer culture endangers the “real” things in life, including self-determination and individualism. In Authenticity Guaranteed, Sally Robinson brings to light the unacknowledged gender and class assumptions of anti-consumerist critique in the second half of the twentieth century. American anti-consumerism, despite its apparent complexity, takes a remarkably consistent and predictable narrative form. From the mid-century Organization Man to the millennial No Logo, anti-consumerist critique reinforces the gender order by insisting that authenticity is threatened, and masculine agency curtailed, by the feminizing forces of consumer culture.
Robinson identifies a tradition of masculine protest and rebellion against feminization in iconic texts such as The Catcher in the Rye and Fight Club, as well as in critiques of postmodernism, academic denunciations of shopping, and a variety of other discourses that aim to diagnose what ails American consumer culture. This fresh and timely argument enters into conversation with a wide range of existing scholarship and opens up new questions for scholarly and political discussion.
From food products to fashions and cosmetics to children’s toys, a wide range of commodities today are being marketed as “halal” (permitted, lawful) or “Islamic” to Muslim consumers both in the West and in Muslim-majority nations. However, many of these products are not authentically Islamic or halal, and their producers have not necessarily created them to honor religious practice or sentiment. Instead, most “halal” commodities are profit-driven, and they exploit the rise of a new Islamic economic paradigm, “Brand Islam,” as a clever marketing tool.
Brand Islam investigates the rise of this highly lucrative marketing strategy and the resulting growth in consumer loyalty to goods and services identified as Islamic. Faegheh Shirazi explores the reasons why consumers buy Islam-branded products, including conspicuous piety or a longing to identify with a larger Muslim community, especially for those Muslims who live in Western countries, and how this phenomenon is affecting the religious, cultural, and economic lives of Muslim consumers. She demonstrates that Brand Islam has actually enabled a new type of global networking, joining product and service sectors together in a huge conglomerate that some are referring to as the Interland. A timely and original contribution to Muslim cultural studies, Brand Islam reveals how and why the growth of consumerism, global communications, and the Westernization of many Islamic countries are all driving the commercialization of Islam.
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.
This book is written as a survey for students who are interested in the nature and role of consumer culture in modern societies. Drawing on a wide range of studies and disciplines, Celia Lury examines the rise of consumer culture and the changing relations between the production and consumption of cultural goods. Rejecting the Marxist principle of production as the lone economic determinant in capitalist society, Lury presents consumerism as an equally active player in the free market. Rather than existing as opposites, production and consumerism are seen as complements, feeding off each other in an endless cycle. As the author writes, “the use or appropriation of an object is more often than not both a moment of consumption and production, of undoing and doing, of destruction and construction.”
Lury weaves unique arguments over the expansive nature of consumption, including explanations as to how poorer segments of society do in fact contribute to consumer culture and how a commodity moves beyond its function and assumes a cultural and symbolic meaning. Not only does the author explore the way an individual’s position in social groups structured by class, gender, race and age affects the nature of his or her participation in consumer culture, but also how this culture itself is instrumental in the defining of social and political groups and the forming of an individual’s self-identity.
Clearly written and well illustrated, Consumer Culture is a lively and engaging introduction to a topic which is of growing importance in media and cultural studies and in the sociology of culture. It will enable readers to understand and ultimately to have better control over the means of consumption.
Consuming Motherhood addresses the provocative question of how motherhood and consumption—as ideologies and as patterns of social action—mutually shape and constitute each other in contemporary North American and European social life. Ideologically, motherhood and consumption are often constructed in opposition to each other, with motherhood standing in as a naturalized social relation that is thought to be uniquely free of the calculating instrumentality that dominates commercial relations. Yet, in social life, motherhood and consumption are inseparable. Whether shopping for children’s clothing or childbirth services, or making decisions about adopting children, becoming a mother (and maternal practice more generally) is deeply influenced by consumption. How can the relationship between motherhood and consumption be revealed, and critically analyzed? Consuming Motherhood brings together a group of sociologists, anthropologists, and religious studies scholars to address this question through carefully grounded ethnographic studies. This insightful book reveals how mothers negotiate the contradictory forces that position them as both immune from and the target of consumerist tendencies in contemporary global society.
What are you drawn to like, to watch, or even to binge? What are you free to consume, and what do you become through consumption? These questions of desire and value, Kathryn Lofton argues, are questions for the study of religion. In eleven essays exploring soap and office cubicles, Britney Spears and the Kardashians, corporate culture and Goldman Sachs, Lofton shows the conceptual levers of religion in thinking about social modes of encounter, use, and longing. Wherever we see people articulate their dreams of and for the world, wherever we see those dreams organized into protocols, images, manuals, and contracts, we glimpse what the word “religion” allows us to describe and understand.
With great style and analytical acumen, Lofton offers the ultimate guide to religion and consumption in our capitalizing times.
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 Crap: A History of Cheap Stuff in America, Wendy A. Woloson takes seriously the history of objects that are often cynically-made and easy to dismiss: things not made to last; things we don't really need; things we often don't even really want. Woloson does not mock these ordinary, everyday possessions but seeks to understand them as a way to understand aspects of ourselves, socially, culturally, and economically: Why do we—as individuals and as a culture—possess these things? Where do they come from? Why do we want them? And what is the true cost of owning them?
Woloson tells the history of crap from the late eighteenth century up through today, exploring its many categories: gadgets, knickknacks, novelty goods, mass-produced collectibles, giftware, variety store merchandise. As Woloson shows, not all crap is crappy in the same way—bric-a-brac is crappy in a different way from, say, advertising giveaways, which are differently crappy from commemorative plates. Taking on the full brilliant and depressing array of crappy material goods, the book explores the overlooked corners of the American market and mindset, revealing the complexity of our relationship with commodity culture over time.
By studying crap rather than finely made material objects, Woloson shows us a new way to truly understand ourselves, our national character, and our collective psyche. For all its problems, and despite its disposability, our crap is us.
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.
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.
Writing especially for people who've tuned out the environmental debate, Rob Jackson persuasively argues that we're at a crucial turning point in environmental history, where choices we make now will determine the quality of life into the unforeseeable future. Laying out the scientific facts in plain language and with flashes of humor, he shows how the escalation of population growth and resource consumption in the twentieth century caused problems from ozone depletion to global warming, habitat destruction, and biodiversity loss. At the same time, however, he highlights ongoing solutions to these problems and ways in which we can create a sustainable future for subsequent generations and all life on earth. His urgent message is not that we've already failed, but that we can succeed.
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.
By providing a survey of consumption and lifestyle in Hungary during the second half of the twentieth century, this book shows how common people lived during and after tumultuous regime changes. After an introduction covering the late 1930s, the study centers on the communist era, and goes on to describe changes in the post-communist period with its legacy of state socialism.
Tibor Valuch poses a series of questions. Who could be called rich or poor and how did they live in the various periods? How did living, furnishings, clothing, income, and consumption mirror the structure of the society and its transformations? How could people accommodate their lifestyles to the political and social system? How specific to the regime was consumption after the communist takeover, and how did consumption habits change after the demise of state socialism? The answers, based on micro-histories, statistical data, population censuses and surveys help to understand the complexities of daily life, not only in Hungary, but also in other communist regimes in east-central Europe, with insights on their antecedents and afterlives.
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.
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.
The technologically-driven world we live in is no closer to securing the utopian ideal of a leisure society. Instead, the pursuit of leisure is often an attempt to escape our everyday existence. Exploring examples including sport, architecture, travel and social media, Steven Miles investigates how consumer culture has colonised 'experiences', revealing the ideological and psycho-social tensions at the heart of the 'experience society'.
The first critical analysis of the experience economy by a UK sociologist sheds light on capitalism's ever more sophisticated infiltration of the everyday.
The technologically-driven world we live in is no closer to securing the utopian ideal of a leisure society. Instead, the pursuit of leisure is often an attempt to escape our everyday existence. Exploring examples including sport, architecture, travel and social media, Steven Miles investigates how consumer culture has colonized 'experiences', revealing the ideological and psycho-social tensions at the heart of the 'experience society'.
The first critical analysis of the experience economy by a UK sociologist sheds light on capitalism's ever more sophisticated infiltration of the everyday.
Brass tinklers and pendants. Owl effigies, copper kettles, crucifixes with blue glass stones. What do they have in common? The answer spans thousands of years and a multitude of peoples and places, and reveals how people made sense of their world as they collected and used the objects they encountered.
Foreign Objects demonstrates the breadth and vibrancy of contemporary archaeology. Taking a broad set of archaeological cases from across the Americas, editor Craig N. Cipolla and the volume contributors explore how indigenous communities have socialized foreign objects over time. The book critiques the artificial divide between prehistory and history, studying instead the long-term indigenous histories of consumption, a term typically associated with capitalism and modern-world colonialism.
The case studies range from “exotic” stone tools used millennia ago to nineteenth-century patent medicines made and marketed by an Indian doctress. Foreign Objects focuses on how indigenous groups and foreign objects became entangled with one another in myriad ways. The book explores how the framework of consumption can shed new light on trade, exchange, materiality, and cultural production.
Contributors place foreign objects in the spotlight and offer a comparison of how this general class of material played a part in indigenous and colonial worlds. Each chapter illustrates how notions of consumption fit into their place in time and also delves into how foreign objects related to ideas of the body and personhood, how people used them to participate in political and spiritual worlds, and how they presented new ways of enduring or resisting European colonialism and capitalism. Foreign Objects is a critical look at consumption through the lens of indigenous knowledge and archaeological theory.
Contributors:
Matthew A. Beaudoin
Lewis Borck
Kathleen J. Bragdon
Craig N. Cipolla
Charles R. Cobb
John L. Creese
Diana DiPaolo Loren
Martin Gallivan
Meghan C. L. Howey
Barbara J. Mills
Maxine Oland
Lee M. Panich
Patricia E. Rubertone
Christopher Shephard
Keith D. Stephenson
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.
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.
A provocative look at America’s compulsion to consume and our obsession’s surprising—and strange—origins.
In a capitalist society, people sell their labor to purchase staples like food, shelter, and anxiety medication. That’s the equation of everyday economic life that we’ve always been told is true. Except, is it really that simple anymore? No matter how unmaterialistic you may think you are, odds are that deep within is a drive to consume because it feels good: books you won’t read, clothes you won’t like and might wear even less, a replacement phone whose novelty runs out as quickly as its upgrade hits the market. But what drives this impulse?
In Growth Machines, Mark Joseph Stelzner shows how today’s consumers are now programmed by a US economy intent on infinite growth to work for goods they’ve been convinced they need and conditioned to want. Stelzner establishes the gaps between economic thinking and economic reality, arguing that consumption is no longer just a reflection of needs, but rather, it reflects a need for transaction—in many cases, a treat we seek out because it feels good. We work not only to be able to consume the essentials for living, but also to consume for consumption's sake. Yet such consumption doesn’t make us happier. Stelzner traces this strange nature of consumption to an environmental source: an economy that demands growth. To keep its economy pumping, the US must keep Americans consuming. This makes Stelzner’s book an uncomfortable reflection on how we internalize our economy. To be an American is to consume; to consume is what makes America.
The Hipster Economy gives hipsterism the serious analysis it deserves, through which he reveals the importance of hipster aesthetics, based on authenticity, for today’s consumption-based economy.
Since being authentic has become an aspiration and an imperative, the notion of authenticity shapes the consumption habits of individuals in the most diverse contexts such as food and drinks, clothing, music, tourism, and the digital sphere. It even transforms urban areas and their local economies. In this book, Alessandro Gerosa analyzes this complex set of related phenomena to argue that the quest for authenticity has been a driver of Western societies from the emersion of capitalism and industrial society to today.
The Hipster Economy provides a historically and sociologically grounded explanation of the value of authenticity in the contemporary economy and society, through which it shows why and how authenticity has become a fundamental value orienting consumers' taste in late modern capitalism. In clear and convincing writing, Gerosa proposes a novel conceptualization of the aesthetic regime of consumption and an analysis of how the hipster economy impacts the urban space.
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.
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.
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
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.
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.
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
Esperdy argues that these updated storefronts served a range of complex purposes, such as stimulating public consumption, extending the New Deal’s influence, reviving a stagnant construction industry, and introducing European modernist design to the everyday landscape. She goes on to show that these diverse roles are inseparable, woven together not only by the crisis of the Depression, but also by the pressures of bourgeoning consumerism. As the decade’s two major cultural forces, Esperdy concludes, consumerism and the Depression transformed the storefront from a seemingly insignificant element of the built environment into a potent site for the physical and rhetorical staging of recovery and progress.
Examining how motherhood, consumption, and privilege shape identities in contemporary culture.
The Motherhood Business is a piercing collection of ten original essays that reveal the rhetoric of the motherhood industry. Focusing on the consumer life of mothers and the emerging entrepreneurship associated with motherhood, the collection considers how different forms of privilege (class, race, and nationality) inform discourses about mothering, consumption, mobility, and leisure.
The Motherhood Business follows the harried mother’s path into the anxious maelstrom of intelligent toys, healthy foods and meals, and educational choices. It also traces how some enterprising mothers leverage cultural capital and rhetorical vision to create thriving baby- and child-based businesses of their own, as evidenced by the rise of mommy bloggers and “mompreneurs”over the last decade.
Starting with the rapidly expanding global fertility market, The Motherhood Business explores the intersection of motherhood, consumption, and privilege in the context of fertility tourism, international adoption, and transnational surrogacy. The synergy between motherhood and the marketplace demonstrated across the essays affirms the stronghold of “intensive mothering ideology” in decisions over what mothers buy and how they brand their businesses even as that ideology evolves. Across diverse contexts, the volume also identifies how different forms or privilege shape how mothers construct their identities through their consumption and entrepreneurship.
Although social observers have long commented on the link between motherhood and consumerism, little has been written within the field of rhetoric. Penetrating and interdisciplinary, The Motherhood Business illuminates how consumer culture not only shapes contemporary motherhood but also changes in response to mothers who constitute a driving force of the economy.
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.
Much has been written about the workings of communist governments in the USSR and the Soviet bloc, yet there is still a great deal to explore regarding their relationship to the everyday lives of the citizens living under them. This third volume builds on the editors’ Style and Socialism and Socialist Spaces, showing how the rise of consumer culture took a unique form in these countries.
Essays from top scholars address topics ranging from fashion and game shows to smoking and camping. The authors of the essays in this collection investigate the ways in which pleasurable activities, like many other facets of daily life, were both a space in which these communist governments tried to insinuate themselves and thereby further expand the reach of their authority,
and also an opportunity for people to assert their individuality.
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.
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.
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
“Not long ago, people did not worry about the food they ate. They did not worry about the water they drank or the air they breathed. It never occurred to them that eating, drinking water, satisfying basic, mundane bodily needs might be a dangerous thing to do. Parents thought it was good for their kids to go outside, get some sun.
“That’s all changed now.” —from the Introduction
Many Americans today rightly fear that they are constantly exposed to dangerous toxins in their immediate environment: tap water is contaminated with chemicals; foods contain pesticide residues, hormones, and antibiotics; even the air we breathe, outside and indoors, carries invisible poisons. Yet we have responded not by pushing for governmental regulation, but instead by shopping. What accounts for this swift and dramatic response? And what are its unintended consequences?
Andrew Szasz examines this phenomenon in Shopping Our Way to Safety. Within a couple of decades, he reveals, bottled water and water filters, organic food, “green” household cleaners and personal hygiene products, and “natural” bedding and clothing have gone from being marginal, niche commodities to becoming mass consumer items. Szasz sees these fatalistic, individual responses to collective environmental threats as an inverted form of quarantine, aiming to shut the healthy individual in and the threatening world out.
Sharply critiquing these products’ effectiveness as well as the unforeseen political consequences of relying on them to keep us safe from harm, Szasz argues that when consumers believe that they are indeed buying a defense from environmental hazards, they feel less urgency to actually do something to fix them. To achieve real protection, real security, he concludes, we must give up the illusion of individual solutions and together seek substantive reform.
Andrew Szasz is professor and chair of the department of sociology at the University of California at Santa Cruz and author of the award-winning EcoPopulism (Minnesota, 1994).
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.
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.
Chocolate and sugar, alcohol and tobacco, peyote and hallucinogenic mushrooms—these seductive substances have been a nexus of desire for both pleasure and profit in Mesoamerica since colonial times. But how did these substances seduce? And when and how did they come to be desired and then demanded, even by those who had never encountered them before? The contributors to this volume explore these questions across a range of times, places, and peoples to discover how the individual pleasures of consumption were shaped by social, cultural, economic, and political forces.
Focusing on ingestible substances as a group, which has not been done before in the scholarly literature, the chapters in Substance and Seduction trace three key links between colonization and commodification. First, as substances that were taken into the bodies of both colonizers and colonized, these foods and drugs participated in unexpected connections among sites of production and consumption; racial and ethnic categories; and free, forced, and enslaved labor regimes. Second, as commodities developed in the long transition from mercantile to modern capitalism, each substance in some way drew its enduring power from its ability to seduce: to stimulate bodies; to alter minds; to mark class, social, and ethnic boundaries; and to generate wealth. Finally, as objects of scholarly inquiry, each substance rewards interdisciplinary approaches that balance the considerations of pleasure and profit, materiality and morality, and culture and political economy.
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 today's consumer-driven society, extolling the virtues of thrift might seem like a quaint relic of a bygone era. Americans have embraced the ideas of easy credit, instant gratification, and spending as a tool to combat everything from recessions to the effects of natural disasters and terrorist attacks. In David Blankenhorn's new compendium, Thrift: A Cyclopedia, he reminds readers of a time when thrift was one of America's most cherished cultural values.
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.
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 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.
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