Conspicuous Redistribution: Money, Morality, and Masculinity in Nigeria

This article introduces the concept of conspicuous redistribution to elucidate the complex geometry of masculinity, money, and morality in southeastern Nigeria. For Nigerian men-especially elites, and also those who aspire to join the middle class-having money is zealously pursued and spending it is widely rewarded. But money is also linked to collectively disparaged social ills such as greed and corruption. As a result, ethical uncertainties constantly infuse men's performance of social class. Acts of conspicuous redistribution simultaneously show off money and signal that the man spending it is socially and morally motivated. These practices are especially pronounced at major rituals of the life course, including weddings and funerals. Such ceremonies incorporate the ostentation typically associated with conspicuous consumption while also sharing wealth in support of pro-social values and institutions. Although conspicuous redistribution constitutes a social mechanism to fasten money to morality and sociality, it ultimately benefits elite men by enhancing their social status, thereby reinforcing inequality rather than remedying it. Ironically, ordinary people expect these performances from elites and their support contributes to perpetuating the very disparities they often lament.