By David Howes
What does an American fridge suggest within the Solomon Islands?Cross-Cultural intake is an interesting consultant to the cultural implications of the globalization of a shopper society.
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Additional info for Cross-cultural consumption : global markets, local realities
But while they drew alike from the gospels of Jesus and Adam Smith, the evangelists would learn that commerce and civility did not always go hand in glove. Though the Christians shared a faith in commodities characteristic of their culture, they were also aware of the contradictions of competitive consumption, especially for those of Puritan heritage. In time, they would try vainly to rein in the material forces they had mediated, especially as these fell prey to the more cynical designs of colonial capital.
Though the Christians shared a faith in commodities characteristic of their culture, they were also aware of the contradictions of competitive consumption, especially for those of Puritan heritage. In time, they would try vainly to rein in the material forces they had mediated, especially as these fell prey to the more cynical designs of colonial capital. In outline, I argue that attempts to reform Tswana consumption had unintended outcomes—that they played powerfully into the making and 20 FASHIONING THE COLONIAL SUBJECT marking of new social classes, rupturing existing communities of signs and hastening the conversion of local systems of value to a global currency.
Williamson 1992:106). This turns out to be a crucial aspect of the remaking of African space and time, African selves and societies under colonialism. THE HEATHEN BODY From the start, in Southern Tswana communities, the most tangible signs of the European presence were worn on the backs of the people themselves. ) that makes and marks social beings everywhere. But the early evangelists came from a world in which garments were central to the rising industrial economy, and distinctions of dress crucial to the work of ‘self-fashioning’ (Greenblatt 1980; Veblen 1912).
Cross-cultural consumption : global markets, local realities by David Howes