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A Taste for HomeThe Modern Middle Class in Ottoman Beirut$
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Toufoul Abou-Hodeib

Print publication date: 2017

Print ISBN-13: 9780804799799

Published to Stanford Scholarship Online: September 2017

DOI: 10.11126/stanford/9780804799799.001.0001

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Local Forms and Ifranji Pleasures

Local Forms and Ifranji Pleasures

Chapter:
(p.145) Chapter 6 Local Forms and Ifranji Pleasures
Source:
A Taste for Home
Author(s):

Toufoul Abou-Hodeib

Publisher:
Stanford University Press
DOI:10.11126/stanford/9780804799799.003.0006

Looking beyond the anxiety over “ifranji” influence, this chapter examines how popular domestic items were marketed, the outlets where they could be acquired, and the labor, material, and styles that went into their production. The chapter shows how advertisements in the press promoted the latest fashionable imports while trying to advocate local industries. In addition, both modern and old inner city souks were not set apart by imported and traditional goods, respectively, but rather by a growing separation between areas of production and consumption across the city. Finally, the most popular domestic items involved labor, raw material, and stylistic influences that cut across the local, regional, and global levels. This crisscrossing not only rendered the line between ifranji and Oriental difficult to trace in reality, but also complicated the intellectual project of middle-class modernity.

Keywords:   advertising, local labor, industrialization, globalization, consumption, production, imports, popular tastes, furniture, textiles

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