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Urban Middle Classes in Colonial Java (1900–1942): Images and Language

Bijdragen tot de taal-, land- en volkenkunde, 2017-01, Vol.173 (4), p.442-474 [Peer Reviewed Journal]

TOM HOOGERVORST AND HENK SCHULTE NORDHOLT, 2017 ;COPYRIGHT 2017 Brill Academic Publishers, Inc. ;ISSN: 0006-2294 ;EISSN: 2213-4379 ;DOI: 10.1163/22134379-17304002

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  • Title:
    Urban Middle Classes in Colonial Java (1900–1942): Images and Language
  • Author: Hoogervorst, Tom ; Nordholt, Henk Schulte
  • Subjects: Advertising campaigns ; Cities ; Colonialism ; Graphics ; Life style ; Lifestyle ; Middle class ; Middle classes ; Modern literature ; Modernism ; Polynesian culture ; Research Article ; Social aspects ; Social science research ; South Asian studies ; Southeast Asian culture ; Southeast Asian literature ; Urban population
  • Is Part Of: Bijdragen tot de taal-, land- en volkenkunde, 2017-01, Vol.173 (4), p.442-474
  • Description: This study investigates Java’s urban middle classes and their importance in the formation of ‘modern’ lifestyles in Indonesia. They formed the backbone of both the Dutch colonial project and the resultant Indonesian nation-state. By foregrounding lifestyle as the defining factor of middle-class identity, we demonstrate how language and images provide a methodological framework to reconstruct this group’s ambitions and aspirations. Their language, an urban variety of Malay, was key to accessing and, in fact, creating discourses of modernity. This transformation was accelerated by the ‘visual turn’ in the late-colonial Netherlands Indies—and, indeed, globally. Advertisements and other visual messages, typically through the medium of the Malay language, promoted new ways to dress, work, travel, and consume. Yet Java’s middle classes were by no means uncritical recipients of these colonial and global novelties. A counter-discourse soon emerged, which questioned the consequences of being modern and the dangers of losing traditional values.
  • Publisher: BRILL
  • Language: English
  • Identifier: ISSN: 0006-2294
    EISSN: 2213-4379
    DOI: 10.1163/22134379-17304002
  • Source: Brill Open Access Journals
    ProQuest Central
    DOAJ Directory of Open Access Journals
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