Culture and Privilege in Capitalist Asia - Jurusan Antropologi ...

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JIM OCKEY 241 Political Science at Thammasat. The most notable success in the media has been Somkiat Onwimon, a university lecturer who signed the petition calling for a new constitution in the lead up to the 1973 uprising. Somkiat went on to become a primetime news anchor, and is credited with popularising the news through bringing in techniques such as investigative reporting and advocacy. 11 From these positions, leaders of the 1973 uprising consciously and unconsciously construct the middle class, while providing a visible reminder of the uprisings that have become the touchstone of middle-class consciousness. CAPITALISM AND THE CONSTRUCTION OF THE MIDDLE CLASS If attempts are being made to construct the Thai middle class in terms of political practice and ideology, it has also became impossible to ignore the generation of a new ‘middle-class’ lifestyle based on the growth of consumer capitalism. We can get an idea of the scope of this influence through an examination of the growth of the media, of advertising, and of market research. The size and the persuasiveness of the media have grown tremendously over the last forty years. The clearest example is television. In 1955, there was only one black and white channel, available only in Bangkok and the surrounding area. By the end of 1994, there were 4 regular channels, 2 cable television packages, an educational channel, and plans under way for at least 2 UHF channels (Vivat 1994). By the early 1990s, there were over 8.5 million television sets in use (Thailand in Figures 1994), and nearly everyone had access to television in the home or somewhere in the local community. Television has helped to construct a middle-class lifestyle, with virtually all programming–from soap operas with ‘middle-class’ settings to game shows with ‘middle-class’ contestants and prizes, to commercials aiming at middle-class consumers–depicting ideal ‘middle-class’ people, products and ways of life. Other media have expanded rapidly as well. This is evident in the rise in advertising expenditures (see Table 9.3). Advertising expenditures also demonstrate the growth of advertising agencies which have been highly influential in constructing the middle class in terms of consumer lifestyle. Of the 18 advertising agencies listed in Thailand Company Information 1990—91, 2 were established in the 1960s, 6 in the 1970s, and 10 in the 1980s. Advertising expenditures by category indicate that the images being constructed are largely middle-class (see Table 9.4). Most housing estates are aimed at the consumer middle class. Office machines and equipment are aimed at the manager, the purchasing agent or the private entrepreneur. Department stores and shopping malls, the epitome of middle-class consumerism, are the replacements for traditional markets, all under one roof. These shopping malls provide a showcase of middle-class consumer culture, where those who aspire to this status can see the types of furniture they should own, the clothes they should wear, and the places at which they should dine. Furthermore, the workers in these modern capitalist markets often belong to the structurally defined middle class.
242 CREATING THE THAI MIDDLE CLASS Table 9.3 Advertising expenditures in million baht, 1979—1993 Source: Thailand in Figures, Bangkok Post, 3 January 1995:22 (figures for radio and for 1994 are estimates). Passenger cars and petroleum products are also middle-class goods. Only shampoos/conditioners (ranked 4), cosmetics (9) and dairy products (10) aim at a wider audience, and cosmetics have only recently spread beyond the consumer middle class. Finally, the media is marketing itself quite heavily. The companies that spent the most on advertising in 1992 in Thailand (to November) were mainly foreign, including Lever Brothers, Nestlé, Procter and Gamble, Colgate-Palmolive, National, and Toyota. Only four Thai companies ranked in the top ten; two developers of housing projects, one pharmaceutical company and the franchisee for Coca-Cola in Thailand (Khukhaeng Thurakit, 7—13 December 1992:22). Of the top ten advertising agencies (by 1994 billings), only one, Spa, was wholly Thai-owned; it ranked tenth, and had the lowest rate of Table 9.4 Advertising expenditures by category, 1994 Source: Bangkok Post, 3 January 1995:19.
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Culture and Privilege in Capitalist
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Culture and Privilege in Capitalist
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Contents Tables vii Notes on contri
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Tables 5.1 Average proportion of ex
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James Ockey is a Senior Lecturer in
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developed through a series of statu
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legitimate wealth. Anti-Chinese sen
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and indigenous Filipino values. The
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1 Cultural relations, class and the
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CULTURAL RELATIONS AND THE NEW RICH
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2 Consumption, social differentiati
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KEN YOUNG 59 doubt on their commitm
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sharp contrast to the culture of th
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KEN YOUNG 63 Singapore, which might
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KEN YOUNG 65 Government responses,
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KEN YOUNG 67 of the Malay and India
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KEN YOUNG 69 survey in The Nation 1
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KEN YOUNG 71 happening in these pla
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KEN YOUNG 73 in the context of soci
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KEN YOUNG 75 neighbourhood and work
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KEN YOUNG 77 upmarket development o
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environment of greater wealth and u
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upmarket boutiques in Singapore are
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KEN YOUNG 83 --(1996b) ‘All the R
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KEN YOUNG 85 Mahathir bin Mohamad (
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3 From Orang Kaya Baru to Melayu Ba
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A.B.SHAMSUL 89 THE MALAY NEW RIGH:
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A.B.SHAMSUL 91 It could be said tha
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A.B.SHAMSUL 93 to the second ‘the
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A.B.SHAMSUL 95 people as Abdullah M
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A.B.SHAMSUL 97 marginalised by colo
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A.B.SHAMSUL 99 leap’, to become r
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A.B.SHAMSUL 101 capitalistic/econom
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A.B.SHAMSUL 103 Most of them have b
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A.B.SHAMSUL 105 When the Malay nati
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Education Act in 1996, allowing for
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A.B.SHAMSUL 109 Kua Kia Soong (1981
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A.B.SHAMSUL 111 Stivens, Maila (199
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A JAPANESE FIRM IN MALAYSIA 113 Mal
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A JAPANESE FIRM IN MALAYSIA 115 aff
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A JAPANESE FIRM IN MALAYSIA 117 to
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A JAPANESE FIRM IN MALAYSIA 119 cou
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A JAPANESE FIRM IN MALAYSIA 121 emp
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A JAPANESE FIRM IN MALAYSIA 123 to
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A JAPANESE FIRM IN MALAYSIA 125 Rid
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A JAPANESE FIRM IN MALAYSIA 127 sid
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A JAPANESE FIRM IN MALAYSIA 129 man
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A JAPANESE FIRM IN MALAYSIA 131 fin
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A JAPANESE FIRM IN MALAYSIA 133 clu
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A JAPANESE FIRM IN MALAYSIA 135 cir
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A JAPANESE FIRM IN MALAYSIA 137 Kes
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SINGAPORE AND THE NEW MIDDLE CLASS
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Table 5.5 Distribution of resident
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IDENTITY POLITICS OF INDONESIA’S
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7 The new rich and cultural tension
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Page 262 and 263: JIM OCKEY 245 tentatively question
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Page 268 and 269: JIM OCKEY 251 Teeranat Karnjana-uks
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Page 272 and 273: INDIAN MIDDLE-CLASS IDENTITY 255 19
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Page 278 and 279: INDIAN MIDDLE-CLASS IDENTITY 261 no
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THE MAKING OF THE PHILIPINES’ NEW
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Chai-anan Samudavanija 233 Chakrava
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Harry, F. 170 Hart, G. 195 Hartono,
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McDonald’s 169, 262 Mackie, J.A.C
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Rudner, M. 90 Rudolph, L.I. and Rud
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wages: seniority principle in 116,
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