‘Buy and promote the national cause’: consumption,class formation and nationalism in Mandate Palestinian society1

ABSTRACT. This article deals with patterns of consumption and of advertisement, as a field for the analysis of two major processes in the Palestinian society of Mandate Palestine: the growth of an urban middle class and the consolidation of the Palestinian national movement. The advertisements, sampled from the popular daily paper Filastin, analysed in the context of political and economic events, highlight the complex interplay between nationalism and class formation, and the contradictory tensions between the two processes. A smaller sampling in al‐Difa' points to similar, though not identical, trends. This analysis also highlights new dimensions of the Jewish–Arab conflict by drawing attention to the semi‐private sphere of consumption which appears to have been less segregated than the more often studied political and economic spheres.