Approaching non-western consumer cultures from a historical perspective: The case of early modern Ottoman consumer culture

Date

2012-03-01

Author

Karababa, Eminegül

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A very common but futile practice in scientific research investigating non-western consumercultures and markets is the imposition of concepts that are derived from a single historical trajec-tory of western modernization. This paper aims to show that there are alternative historical trajec-tories in the early modern period which have formed today’s multiple modern consumer cultures.The particularities of the Ottoman context, which shaped the development of an alternative earlymodern consumer culture, are examined as an example. Islamic ethics, fluid social structure, wakf institutions, the negotiability of market institutions, and a public sphere formed by aesthetic,emotional, and playful communicative action are among the particularities discussed in this study.

Subject Keywords

Consumer culture, History, Modernity, Multiple modernities, Non-west

URI

https://hdl.handle.net/11511/38026

Journal

Marketing Theory

DOI

https://doi.org/10.1177/1470593111424181

Collections

Department of Business Administration, Article

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Citation Formats

E. Karababa, “Approaching non-western consumer cultures from a historical perspective: The case of early modern Ottoman consumer culture,” Marketing Theory, pp. 13–25, 2012, Accessed: 00, 2020. [Online]. Available: https://hdl.handle.net/11511/38026.