The article focuses on how low and lower-middle class youth employed in new private sector jobs in the booming service economy in Indian cities engage with the material environment of their workplace, and how, through their ‘aesthetic scrutiny’ of its materiality, come to ‘consume’ work. The setting is the store floor of a fast-expanding organized retail company, called Spexy, that sells budget eyewear products. Through ethnographic elaboration, the article follows how the Spexy staff deride the ‘un-branded’ products, ‘un-technical’ equipment, and ‘un-professional’ uniforms at their workplace. The company, as constituted of these ‘poor’ materials, is mocked for failing in its ‘company-ness’ and branded ‘fake’. The material environment of the workplace provides a platform for the articulation of larger configurations of ‘feelings’ the youth seek to give and get through formal employment in a private company. These articulations, in turn, reveal larger sociocultural valuations regarding ideas of social mobility and visibility in contemporary India where there is a strong interest in brand regimes and brand value hierarchies, fixation with technological education and expertise, and attraction towards a corporate work culture in the private sector, and, concomitantly, a strong desire amongst the store staff to craft branded, technical, and professional work identities. By putting the scholarship on work and consumption in dialogue, the article demonstrates how bottom-rung urban workers look expectantly to the material environment of company work to fulfil these desires.
The field site is the retail showrooms of a fast-expanding organized retail company selling budget eyewear products across shopping malls and high streets of urban India. Through a thick description of 14 months of ethnographic fieldwork – arriving, forging social relations, recording and writing – this article traces the practical, ethical and epistemological paradoxes in doing ethnography. The article identifies these paradoxes as inherent to ethnography given its radical intent. Not studying them as limitations or failures, the article makes the case for a more honest and critical reckoning with these internal contradictions by making them more present in ethnographic practice and writing. It is argued that in so doing we enrich our understanding of the complex and contradictory social worlds we inhabit and study.
This article explores the tensed sociality amongst precariously employed service economy workers in the retail outlets of a prominent eyewear company in New Delhi, India. The bickering staff label the ongoing interpersonal strife ‘dirty politics’. Linked to this are their confident assertions that, in fact, all politics is dirty, and dirty politics is the only type of politics possible – rejecting formal party politics and labour unions as morally vacuous and motivated by utilitarian individualism. Engaging with the anthropology of ordinary ethics, the article demonstrates how the affectively charged experience and talk of petty politicking on the neoliberal workfloor provides critical ‘evidence’ that ‘confirms’ such a politico‐ethical view.
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