Status, Caste, and Market in a Changing Indian Village

Ram Manohar Vikas, Rohit Varman and Russell W. Belk

Journal of Consumer Research, 2015, vol. 42, issue 3, 472-498

Abstract: When social and economic conditions change dramatically, status hierarchies in place for hundreds of years can crumble as marketization destabilizes once rigid boundaries. This study examines such changes in symbolic power through an ethnographic study of a village in North India. Marketization and accompanying privatization do not create an independent sphere where only money matters, but due to a mix of new socioeconomic motives, they produce new social obligations, contests, and solidarities. These findings call into question the emphasis in consumer research on top-down class emulation as an essential characteristic of status hierarchies. This study offers insights into sharing as a means of enacting and reshaping symbolic power within a status hierarchy. A new order based on markets and consumption is disrupting the old order based on caste. As the old moral order dissolves, so do the old status hierarchies, obligations, dispositions, and norms of sharing that held the village together for centuries. In the microcosm of these gains and losses, we may see something of the broader social and economic changes taking place throughout India and other industrializing countries.

Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:42:y:2015:i:3:p:472-498.

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