7.7.3 Modernity, the Sociocultural Complex of Industrial Societies

What happens when a country industrializes? Anthropologists have been interested in how processes of industrialism have unfolded in non-European contexts such as India, China, Brazil, and Mexico. Wherever this transformation occurs, certain other sociocultural conditions tend to follow. Social scientists refer to the complex of features that accompanies industrialization as modernity.

While anchored by a set of commonalities, modernity takes different forms in different contexts. There is no one modernity but rather a whole spectrum of modernities that develop as societies industrialize in different ways. Some, such as China and Mexico, focus on strategic industrial zones. Some, such as Ghana, seek to establish factories evenly throughout the country. Moreover, societies accommodate the changes of industrialism using their own cultural institutions, practices, and belief systems, informed by their own historical experiences. Some versions of modernity emphasize individualism and allow for vast amounts of inequality among people in different social categories. Other versions of modernity emphasize community well-being and equality. Some scholars use the term alternative modernity to describe versions of modernity that have developed outside of Europe.

Nevertheless, industrialism does entail a set of sociocultural forces that interact with local cultural features to produce these distinctive versions of modernity. The first of these forces is urbanization. As with the evicted peasants in 18th-century Britain, people are pushed or pulled into urban centers to find jobs when factories are established. Rural farmers must rely on unpredictable factors such as weather and volatile market prices for their goods. And those who grow cash crops usually find they have to sell more and more just to maintain their standard of living. These challenges have made farming unattractive to many young people, prompting them to seek better lives in urban areas. As societies industrialize, the pull toward urban areas becomes greater, and trading towns grow into industrial cities, which grow into metropolitan regions.

The second notable feature of industrial society is regimented wage labor. In the other modes of subsistence, people are obligated to work to survive, but they maintain control over the conditions of their work, such as when they start and end their workday, when they take breaks, what tasks they perform that day, how they perform those tasks, and how much they produce in a given day. In the factory setting, the nature of work changes profoundly.

Factory workers are required to begin work at a certain time and continue until the official end of the workday. Many are made to “clock in” and “clock out” by inserting a card into a machine that records their starting and ending times. The work performed in factories often involves repetitive motions and procedures rather than the varied work of other subsistence modes. Regimented labor is supervised by managers, who determine work conditions and procedures and enforce predetermined levels of productivity. If a worker does not conform to these expectations, they can be fired. Even as many industrialized societies have shifted to services as the basis of their economies, they have retained the fundamental structure of regimented wage labor for the vast majority of shop and office workers. It is remarkable that societies purporting to value personal “freedom” require most people to work under such authoritarian conditions.

A third feature of industrialism is the grouping of people into social classes. In other modes of subsistence, society is structured primarily by family groups, gender groups, age sets, and regional associations. In industrial societies, extended-family systems tend to be increasingly challenged and sometimes replaced by much more mobile nuclear families. Social identity is increasingly reckoned according to occupation. In non-Western contexts, class often combines with ethnic and religious identities to create complex cultural forms of inequality and conflict. Inequality among social classes is discussed in Social Inequalities.

A fourth feature of industrial societies is an increase in commodity consumption. People of all classes in industrial societies buy, consume, and own an extraordinary amount of stuff. This is necessary, of course, because industrialized capitalist economies produce so much stuff. Food retailers throw away more than 45 billion tons of unsold food products every year. Many clothing companies shred or burn the clothes they cannot sell. Marketing and advertising have evolved to stimulate increased consumption by attaching specific meanings to commodities. Often, ads portray commodities such as perfumes or cars as powerful objects that possess the ability to transform their users. This association of commodities with magical powers is called commodity fetishism. People are encouraged to think that owning or consuming certain commodities makes them beautiful or enviable or gives them membership in a more powerful social class.

In fact, commodities do not really have the power to transform people. Commodities are inert. Rather, it is people who have power—the power to transform materials into commodities. Moreover, there is a difference between consuming the same things that powerful people consume and actually being a powerful person. Nevertheless, people in industrial and postindustrial societies often experience a sense of power and control through shopping, perhaps because those experiences are denied to them in the workplace. Rather than thinking about the consequences of industrialism, such as work discipline, inequality, and environmental damage, people in societies dominated by consumerism are invited to view the world as an endless array of exotic and empowering commodities on offer to the modern citizen.

Finally, as suggested by their patterns of commodity consumption, people in industrial societies often place a high value on individualism. Increasingly in industrial and postindustrial societies, people develop identities based on their personal tastes, attributes, experiences, and goals rather than those of their surrounding families or other social groups to which they belong. Rather than living with family, many people in US society live alone for years or even decades. On the one hand, this development provides people with opportunities to choose their own paths in life, to explore new identities and ways of living. On the other hand, individuals are increasingly expected to rely on themselves rather than cultivating relations of mutuality and reciprocity with others. In societies that emphasize self-reliance, people often face material and emotional hardship alone. Feeling isolated and cut off from social relationships, many experience a sense of alienation.