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dc.contributor.authorKedroske, Julie
dc.description1 broadsideen_US
dc.description.abstractOur modern world is over stimulated by commodity promotion and consumption. Most people continue to consume products at a remarkable rate without stopping to think about what it is they are buying into and how their purchases affect how they think. I attempt to understand the power of commodity culture and its ability to shape societal understandings of social phenomena through an analysis of the commodity fetishism of soap and hygiene and how it has impacted perceptions of racial hygiene and racial difference. I use an analysis of soap advertisements in the colonial era to demonstrate the ability of soap, as a fetishized commodity, to spread the racist beliefs of the British Empire’s civilizing mission. I also utilize a critique of current marketing techniques and promotional material used by development organizations, focusing primarily on issues of hygiene and sanitation, to describe the shared narrative of racial inferiority and the power of the white race to civilize and develop that continues to structure society’s understanding of the sources and solutions to the question of racial difference.en_US
dc.description.sponsorshipKalamazoo College. Department of Anthropology and Sociology. Hightower Symposium, 2009.en_US
dc.publisherKalamazoo, Mich. : Kalamazoo Collegeen_US
dc.relation.ispartofKalamazoo College Hightower Symposium Presentations Collectionen
dc.rightsU.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.en
dc.titleFetishism of Soap and Hygiene and Its Implications for Racist Ideologiesen_US

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  • Hightower Symposium Posters [173]
    Sociology/Anthropology and Human Development & Social Relations (HDSR) students formally present their SIPs at the Hightower Symposium in senior spring. Abstracts are generally available to the public, but PDF files are available only to current Kalamazoo College students, faculty, and staff.

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