Mass Consumption, Visual Merchandizing, and Konkani Language Emergence of a Consumerist Goan: Review of the Goan periodical Amchó Gão (1929-33)

Abstract

In the twentieth century, consumption is a major feature of South Asia, yet for the history of the Portuguese Goa, there are only passing references to consumerism and the consumerist lifestyle. This essay attempts to fill the gap through a thorough analysis of Amchó Gão, Goa’s first exclusive Konkani periodical (1929-33), to draw the picture of an emerging Goan consumerist. Amchó Gão is an active player in the consumption game lending its pages not only to the advertisers, shop owners and capitalists, but, also offering its print space, for a discursive debate, on consumerism, and, its impact on the society. A discerning reading of the periodical, exposes arguments between modernity vs. tradition, old vs. new and the orient vs. occident, societies defined by reciprocity and status as opposed to those driven by individuality and markets. The periodical has a clever brand promotion strategy in place, aiding the manufacturers and sellers of goods to harness the power of vernacular language, in order to spin a web of consumerism. However, there is a sort of nuanced questioning of the unbridled consumerism in the Goan society during the period of the Great Depression.