Patterns of Middle Class Consumption in India and China

Patterns of Middle Class Consumption in India and China explores the complex. history and sociology of the middle class from a comparative perspective. It has. papers written by sociologists, anthropologists and political scientists rather. than economists, so the emphasis is on cultural shifts rather than economic statistics.The. major contribution of this volume is that these two emerging powers of Asia are. not, as is usual, compared to the West, but with each other. Considering that. these two societies have so much in common in scale, civilization history and. as emerging economies, the book is timely. The focus of the book is on the social and political implications of the new. consumption patterns among the middle classes of India and China in the context. of economic growth, liberalization of markets and globalization. Reflecting. upon and critically engaging with the traditional sociological notions on which. definitions of the middle class have been based, the book analyzes the intermingling. of these notions with new attitudes in the wake of the consumer revolution. More specifically, an entire gamut of aspects of the consumer culture have been. explored-tourism, leisure activities and the entertainment industry (art, Karaoke. and soap operas)—as well as the consumption of experiences through these. It is argued that these phenomena have particular Indian and Chinese incarnations,. which need to be analyzed in a manner that does not privilege a limited western. experience of globalization. With its fresh insights and perspectives, the book will appeal to students. of anthropology, sociology, political science, media studies and cultural studies. It will also be useful for market research professionals.