Show Summary Details

Page of

PRINTED FROM OXFORD HANDBOOKS ONLINE ( © Oxford University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a title in Oxford Handbooks Online for personal use (for details see Privacy Policy and Legal Notice).

date: 09 July 2020

Abstract and Keywords

Inquiries into commodification, social distinction, and fashion have offered fresh perspectives on social relations and cultural formations in Africa. Imported consumer goods were both elemental to social relationships and a cornerstone of Africa's global interfaces. This article explores how the social dynamics of consumer demand in Africa were shaped by, and gave shape to, larger social, economic, and political relationships from the sixteenth to the early twentieth century. This approach underscores the interrelation of African cultural imperatives and histories of globalization. Focusing on East Africa in the late nineteenth century, the article begins with a snapshot of consumer trends before the nineteenth century. It then examines three dimensions of consumption in the late nineteenth and early twentieth century: marketing consumer objects, the social relations of consumption, and the ways manufacturers accommodated African consumer demand. Taken together, these themes augment our understanding of social change in Africa, contribute to wider reflections on consumption as a mode of trans-societal relation, and highlight how manufactured objects can be conceptually and physically transformed throughout their global life cycles.

Keywords: East Africa, social relations, consumption, social change, globalization, life cycles, consumer goods, consumer demand, social dynamics, cultural formations

Access to the complete content on Oxford Handbooks Online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.