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An Ethnography of Neoliberalism

Both a method and a goal of neoliberal policy, competitiveness structures ever more economic practices while consolidating cultural and community commitments. Current anthropological models treat competition narrowly as a reflection of economic inputscapital, innovation, and talent. In contrast, I show that, first, competing successfully is predicated less and less on economic factors and increasingly on expressiveness and communication. Second, competition entails not so much individualism as positioning and thus is best understood as a structural relationship among competitors. Third, the essential cultural work of competition is not to sweep away inefficient conventions but rather to reconcile the painful inequalities emergent within a community with its professed shared values. To support these claims, I analyze artisan economies, a sector of the global economy that has been surprisingly, if not always happily, revitalized by neoliberal policies. Concentrating on indigenous artisans in Ecuador, I examine how people use words, art, crafted objects, and consumer goods to construct competition as an economic and moral field and place themselves within it.