Kretek Capitalism Making, Marketing, and Consuming Clove Cigarettes in Indonesia

by Marina Welker (Author)
March 2024
First Edition
Paperback
$34.95, £30.00
Series
Atelier: Ethnographic Inquiry in the Twenty-First Century
Endowments
Philip E. Lilienthal Imprint in Asian Studies
Title Details

Rights: Available worldwide
Pages: 264
ISBN: 9780520399679
DOI: https://doi.org/10.1525/luminos.184
Trim Size: 6 x 9
Illustrations: 20 color illustrations; 2 maps; 1 table

About the Book About the Author Reviews Related Books

About the Book

A free ebook version of this title is available through Luminos, University of California Press's Open Access publishing program. Visit www.luminosoa.org to learn more.

Indonesia is the world's second-largest cigarette market: two out of three men smoke, and clove-laced tobacco cigarettes called kretek make up 95 percent of the market. Each year, more than 250,000 Indonesians die of tobacco-related diseases. To account for the staggering success of this lethal industry, Kretek Capitalism examines how kretek manufacturers have adopted global tobacco technologies and enlisted Indonesians to labor on their behalf in fields and factories, at retail outlets and social gatherings, and online. The book charts how Sampoerna, a Philip Morris subsidiary, uses contracts, competitions, and gender, age, and class hierarchies to extract labor from workers, influencers, artists, students, retailers, and consumers. Critically engaging nationalist claims about the commodity's cultural heritage and the jobs it supports, Marina Welker shows how global capitalism has transformed both kretek and the labor required to make and promote it.

About the Author

Marina Welker is Associate Professor of Anthropology at Cornell University and author of Enacting the Corporation: An American Mining Firm in Post-Authoritarian Indonesia.

Reviews

"At once illuminating and disconcerting, Kretek Capitalism offers an important critique of how governments and corporations still collude with one another to profit from the recognizable harm of cigarette smoking. Thoughtful and provocative, this is a superb book that will be widely read, especially by those who are looking for an antidote to current popular support of kretek."—Abidin Kusno, author of Jakarta: The City of a Thousand Dimensions

"A magnificent book! Too often we forget that cigarettes remain the world's leading preventable cause of death, and in Indonesia that takes the form of clove cigarettes. Marina Welker has given us a brilliant account of this deadly artifact and the people who make it. Kretek Capitalism is destined to become a classic of both medical anthropology and public health scholarship."—Robert Proctor, author of Golden Holocaust: Origins of the Cigarette Catastrophe and the Case for Abolition

"Tacking elegantly across complex economic, semiotic, and social spaces, Welker argues that ubiquitous Indonesian representations of kretek as an authentic, small-scale industry in fact rest on a toxic addiction that is as cultural as it is chemical and as global as it is patriotic. A brilliant, beautiful, and disturbing book."—Carla Jones, Professor of Anthropology, University of Colorado Boulder

"Detailed, attentive, and careful, Kretek Capitalism is easily the most granular, informative, and textured ethnography of labor in the tobacco industry."—Peter Benson, author of Tobacco Capitalism and Stuck Moving