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Trade, consumption and development alliances: the historical legacy of the Empire Marketing Board poster campaign

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  • Uma Kothari

Abstract

This article examines the historical legacy of contemporary development alliances through an analysis of the British government’s Empire Marketing Board poster campaign from 1926 to 1933. The primary aim of these posters was to instil in the British public a preference for buying empire-grown goods and the significance of their role as consumers in maintaining the Empire. By conveying messages of a common humanity and invoking a visual language of interdependence between Britain and its colonies, the posters attempted to open up new connections and create new moral communities across distance in ways that are not dissimilar to fair trade campaigns today.

Suggested Citation

  • Uma Kothari, 2014. "Trade, consumption and development alliances: the historical legacy of the Empire Marketing Board poster campaign," Third World Quarterly, Taylor & Francis Journals, vol. 35(1), pages 43-64, January.
    • Handle: RePEc:taf:ctwqxx:v:35:y:2014:i:1:p:43-64
    DOI: 10.1080/01436597.2014.868984
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    Cited by:

    1. David M Higgins & Brian D Varian, 2021. "Britain’s Empire Marketing Board and the failure of soft trade policy, 1926–33 [Bringing another empire alive? The Empire Marketing Board and the construction of Dominion identity, 1926–1933]," European Review of Economic History, European Historical Economics Society, vol. 25(4), pages 780-805.
    2. Olwig, Mette Fog, 2021. "Sustainability superheroes? For-profit narratives of “doing good” in the era of the SDGs," World Development, Elsevier, vol. 142(C).

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