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The New Middle Classes - Globalizing Lifestyles, Consumerism and Environmental Concern (Hardcover, 2009 ed.)
Loot Price: R3,116
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The New Middle Classes - Globalizing Lifestyles, Consumerism and Environmental Concern (Hardcover, 2009 ed.)
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With respect to the developing and threshold economies, it is no
longer the poor who are the only focus of media attention. Today,
the new middle classes are about to take centre stage, too. With
their lifestyles and attitudes, the new middle classes are
considered to be both the products as well as the promoters of
globalization. They are a highly heterogeneousgroup in
socio-economicterms as well as in habits 1 and preferences,
including their societal role as consumers and citizens. The ?rst
wave of scholarly and political attention can be traced back to the
mid-nineties. The focal point was surprise and unease about
indubitable symptoms of consumerism which, until then had been seen
as a characteristic of the richest western societies. However,
since the nineties, consumerism has run rampant in -
velopingcountriestoo.Thishasparticularlybeennotedwithrespecttotheemerging
middle classes in South East Asia. The "will to consume seemed
inexhaustible, and appetites insatiable. This rage to consume ...]
was both celebrated and feared by political leadersand other
social/moralgatekeepers, who beganto condemnthe p- cess as
'Westernization' and even 'westoxi?cation"' (Chua 2000: xii). Ever
since, the debate about the lifestyles of the new middle classes
and their role in society has gained momentum.
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