Chinese goods and mass consumption in Africa: cultural appropriation of Chinese motorcycles in Burkina Faso

This paper deals with the arrival of Chinese-made goods as one of the main vectors of African societies’ entrance into mass consumption logics. However, it proposes going beyond the dominant monocausal approach, which only relates the consumption of these goods to their low price. To do so, this paper emphasizes a careful observation of consumer practices to unveil the complex process of ‘domestication’ that African consumers carry out on these goods daily (Sahlins, M. D. 1993. “Goodbye to Tristes Tropes: Ethnography in the Context of Modern World History.” The Journal of Modern History 65 (1): 1–25; Warnier, J.-P. 1994. Le paradoxe de la marchandise authentique: Imaginaire et consommation de masse. Paris: L’Harmattan). To this end, we focus our attention on the case of Chinese motorcycles in Burkina Faso. Historically the most imported Chinese good in Burkina Faso, motorcycles are at the centre of a multitude of practices and social representations. After placing the arrival of these bikes in the historicity of the cyclo-distinction, this paper presents the many ways in which Chinese motorcycles – though less expensive – are socially and symbolically valued by Burkinabe consumers. Initially considered symbols of a new ‘modernity’, the aesthetic and technical characteristics of Chinese motorcycles gradually became a standard shared by all imported models. The multiplication of importers and models accompanied a growing complexity of symbolic values and distinction logics, in which the growing role of the ‘new figures of success’ (Banégas, R., and J.-P. Warnier. 2001. “Nouvelles figures de la réussite et du pouvoir.” Politique Africaine 82 (2): 5–23) was expressed. In the context of mounting uncertainty surrounding the new distinctive codes and an acceleration of the symbolic obsolescence of motorcycles, ‘novelty’ became the new reference value and frequently replacing possessions a key element of social value, and therefore a central rule of distinction. Thus, a focus on the process of ‘cultural appropriation’ of Chinese goods allows us to distance ourselves from a financially captive interpretation of African consumption to unveil the social determinants of Africa’s entry into mass consumption logics.