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Logics of affordability and worth: Gendered consumption in rural Uganda
Author(s) -
Dolan Catherine,
Gordon Claire,
Steinfield Laurel,
Hennegan Julie
Publication year - 2020
Publication title -
economic anthropology
Language(s) - English
Resource type - Journals
ISSN - 2330-4847
DOI - 10.1002/sea2.12157
Subject(s) - consumption (sociology) , obligation , moral obligation , duty , personal consumption expenditures price index , beauty , economics , consumer spending , morality , moral responsibility , alcohol consumption , conspicuous consumption , business , sociology , economic growth , political science , law , personal income , emerging markets , finance , social science , biochemistry , chemistry , alcohol , recession , keynesian economics
This article explores logics of affordability and worth within rural Ugandan households. Through an analysis of how worth is ascribed to certain goods, from the morally ambiguous personal consumption of alcohol and beauty products to the “responsible” category of educational spending and sanitary pads, the article demonstrates how gender norms and anxieties are marked and sustained in the consumption practices of the household, constituting what is deemed necessary, affordable, and responsible. Moral obligation is differentially distributed between genders: women are deemed responsible for household expenditure, their personal consumption preferences constrained, whereas men are able to delimit a sphere of personal consumption separate from the household, with limited accountability to its moral requirements. The gendered nature of power relations is thus revealed both in the apportioning of moral duty and in the construction of affordability through which consumption is enabled.