By John L. Comaroff
In Ethnicity, Inc. anthropologists John L. and Jean Comaroff research a brand new second within the background of human id: its rampant commodification. via a wide-ranging exploration of the altering courting among tradition and the industry, they tackle a urgent query: in which lies the way forward for ethnicity?
Their account starts in South Africa, with the incorporation of an ethno-business in enterprise capital via a gaggle of conventional African chiefs. yet their horizons are international: local American casinos; Scotland’s efforts to model itself; a Zulu ethno-theme park named Shakaland; a global faith declared to be highbrow estate; a chiefdom made right into a international company via its platinum holdings; San “Bushmen” with patent rights in all likelihood worthy hundreds of thousands of greenbacks; international locations appearing as advertisement firms; and the quick progress of selling agencies that concentrate on particular ethnic populations are only a few of the different examples that fall below the Comaroffs’ incisive scrutiny. those phenomena diversity from the worrying throughout the exciting to the absurd. via them, the Comaroffs hint the contradictory results of neoliberalism because it transforms identities and social being around the globe.
Ethnicity, Inc. is a penetrating account of the ways that ethnic populations are remaking themselves within the photograph of the corporation—while firms coopt ethnic practices to open up new markets and regimes of intake. Intellectually rigorous yet leavened with wit, it is a strong, hugely unique portrayal of a brand new global being born in a tectonic collision of tradition, capitalism, and identity.
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