ABSTRACT
You hold in your hands a book that spans current thought about the role of the tribal in contemporary commercial society. Its chapters cut across the continents ranging from the philosophical to the grounded, from critical conjecture to ethnographic evidence, sampling a range of tribal identities, activities and practices along the way. In this chapter, we seek to add another conceptual piece to the contemporary jigsaw puzzle that is the current world of tribal consumption by considering some of the powerful tensions between commercial culture and communal collectivities that this book’s topic and its chapters raise.
