ABSTRACT
It is the main characteristic of rural reforms of the past ten years that they had less to do with the rhetoric of heaven than with resourcing the earth in the interests of raising inputs, incentives, productivity, incomes and lifestyle qualities. Both the promised lands of modernity and peasants ’ own experiences of development were various but firmly of the earth. Taking cognisance of the variety of experiences, it is still possible to identify a number of important features of reform which are common to these experiences. Along with the shift in focus from ‘heaven to earth ’ or ’vision to reality ’, there has also been a shift from the future to the present and from image to experience. Concern with present rather than deferred needs largely focused on incentives, enrichment and gratification, all of which coincided in the interest in consumption, and interest in consumption is one of the most important of characteristics distinguishing reform from revolution. Indeed, the entire platform of reform was originally premised on the rationale or promise of improved and secure livelihood and quality lifestyle so that with reform, consumption became an end in itself.
