The “Consumption Junction” of ICT in Emerging Markets: An Ethnography of Middlemen
Article first published online: 11 FEB 2014
© 2013 by The American Anthropological Association. Some rights reserved.
Ethnographic Praxis in Industry Conference Proceedings
Volume 2013, Issue 1, pages 172–185, September 2013
How to Cite
OREGLIA, E. and KITNER, K. R. (2013), The “Consumption Junction” of ICT in Emerging Markets: An Ethnography of Middlemen. Ethnographic Praxis, 2013: 172–185. doi: 10.1111/j.1559-8918.2013.00016.x
- Issue published online: 11 FEB 2014
- Article first published online: 11 FEB 2014
In rural China and India, a fragmented commercial distribution system and the lack of online shopping can significantly limit the range of consumer choice. In this paper, we look at the role that mobile phone shopkeepers—the middlemen—play in influencing what users can and will buy, but also in training them in using and understanding technology.