This volume is concerned with the complexities of the relationship between globalization and different groups of consumers in developing countries. Globalization, it is argued, can yield frustration and disappointment as well as welfare gains for consumers; it may, but does not necessarily, displace local products and via the rapid recent expansion of the mass media, it offers policy-makers new opportunities to deal with acute social problems.

Drawing on cultural anthropology and cultural studies, this book sheds new light on the everyday politics of heritage and memory by illuminating local, everyday engagements with Germanness through heritage fetishism, claims to hometown belonging, and the performative appropriation of cultural property.