Unsettling commodity racism

Commodity racism, as conceived by Anne McClintock (1995), describes a novel cultural formation, binding difference, power, and consumption to one another, a creation at the interface of imperialism and industrialism in the late 19th century that offered an emergent language to simultaneously make sense of difference, fashion identity, cultivate desire, and sell stuff. Importantly, as it remapped the world, placing peoples and cultures in ranked social locations, it also reconfigured gender, the body, and taste as it rerouted the flows between public and private spheres. At its core, as expressed quite clearly in the soap advertisements McClintock analyzes, commodity racism stated the (then) accepted facts of white supremacy, underscoring the propriety of imperial expansion and settling, in many ways, for consumers hailed through it the racial question of the day.