Mirroring Modernity: on consumerism in cosmopolitan Zanzibar

This essay develops an image of nineteenth century Zanzibari consumer sensibilities by demonstrating how goods from and new engagements with distant locales affected the socio-cultural landscape of Zanzibar. The East African port’s particular cosmopolitanism represents one form of social reconstitution stimulated by global integration. It also represents a material vision of global relations that was discounted by nineteenth century theorizations of Western modernity. By focusing on the rise of a new materiality in Zanzibar, I excavate precolonial visions of global relations and cultural assimilations of global symbols. I argue that East African desires for goods produced all over the globe represented not simply a Westernization, Indicization, or Arabization of Zanzibar, but also a reconfiguration of a standardized set of global materials in an attempt to bring Zanzibari cultural forms into conversation with broader global trends.