Negotiating the Great Depression: The rise of popular culture and consumerism in early-1930s Malaya

Abstract

The Great Depression (1929–35) seriously affected the world economy but it was also a catalyst of the development of political awareness among the Malays. In conjunction with the growth of political awareness there was the rise of consumerism, which also was accelerated by the Great Depression. People were taught to appreciate a new way of life centring around luxury goods that became cheaper and reportedly within the reach of everyone, if one only tried. The machines of this heightened consumerism were commercials that were disseminated through the rapidly expanding mass media, mainly financed by these advertisements. The huge boom in entertainment businesses and publishing houses defied the logic that the downturn would have a negative impact on the entertainment and popular culture industries. Rather the contrary occurred. The number of magazines, journals and newspapers published in this period increased dramatically, and theatre and dance companies met with great success in their performances in the towns and on tours throughout the region.