Geographies of consumption: a commodity-chain approach

Recent media and political events illustrate some links between consumption and production. The author explores these links through the concept of commodity chains. This concept has been partially developed in the literature, and an attempt is made to specify this further by means of the illustration of gold. The message is that the 'geographies of consumption' literature is insufficient by itself but becomes stronger when joined with a materialist commodity-chain analysis. The author moves from a deconstruction of the images of men and women in gold advertisements, at the consumption end, to the various places of production, beginning with Italian gold jewelry factories, then South African gold mines and apartheid, and third Lesotho, where Basotho men migrate to South African gold mines leaving behind 'gold widows'. The material reality of these gold widows stands in contrast to the 'gold windows' of Tiffany's and the images of women and men in advertisements for gold. The author opines that this sort of analysis necessitates a politics of consumption in which the two ends are reconnected; and that this could lead to a new 'commercial geography'.