Chapter

The Global Repercussions of Consumerism

Jeremy Prestholdt

in Domesticating the World

Published by University of California Press

Published in print January 2008 | ISBN: 9780520254244
Published online March 2012 | e-ISBN: 9780520941472 | DOI: http://dx.doi.org/10.1525/california/9780520254244.003.0004
The Global Repercussions of Consumerism

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Global integration analysts have been concerned with clarifying global dissimilarities. But increasing interconnectivity has also created potentials for seemingly marginal people to affect larger outlines of interrelation. By concentrating on how economic power is deployed by dominant global actors, analysts of globalizing processes have overlooked how quotidian acts such as consumer demand across the globe influence economic relations. The chapter aims to recover some of the ways that East African consumers shaped the global economy in the nineteenth century. East Africans used imported merchandise to affect social and political relations across the region, and their demand for imports transformed overseas locales of production. The written ideas of the author in this chapter contribute to an alternative genealogy of globalization which takes into account the local contingencies of intercontinental relationships and the interests of historically under-considered populations.

Keywords: global integration; analyst; interrelation; consumer; economy; East African

Chapter.  11333 words.  Illustrated.

Subjects: Modern History (1700 to 1945)

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