This book offers analysis of articulation of consumer culture and modernity in everyday lives of people in a transnational framework. It pursues three broad themes: lifestyle choices and construction of modern identities; fashion and advertising; and subaltern concerns and moral subjectivities. It juxtaposes empirical studies with theoretical traditions in addressing questions such as: How do people imagine modernity and identity in consumer culture? What does modernity or ‘being modern’ mean to people in different societies? Are modernity and tradition antithetical to or develop an interface with each other? The chapters in the book trace manifestations and trajectories of consumer culture and modernity as they connect to develop a sense of renewed identity.
Chapter 11: Politics of Consumption, Politics of Justice: The Political Investment of the Consumer
Politics of Consumption, Politics of Justice: The Political Investment of the Consumer
With the advent of modernity, consumption has been insistently portrayed as a private act, untouched by power. Aligned with the market, commerce, the family has been pushed into the private sphere; it has been opposed to the public and political spheres of the state, citizenship and rights. However, it is becoming increasingly evident that both the ways in which consumption is represented and the ways in which it is organized are deeply intertwined with power relationships. Power relations inherent in consumer patterns and cultures are of different sorts, but recently it is mainly a politics of effects (on the environment) and (global) ...