Globalising everyday consumption in India : history and ethnography
Author(s)
Bibliographic Information
Globalising everyday consumption in India : history and ethnography
(Routledge contemporary South Asia series)
Routledge, 2020
- : hbk
Available at 2 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
-
Library, Institute of Developing Economies, Japan External Trade Organization図
: hbkASII||339.2||G11989164
Note
Includes bibliographical references and index
Description and Table of Contents
Description
Through in-depth analysis of advertisements, politics and group-based practices, this book analyses the complex local, regional, and national historical developments related to the making of the Indian consumer across a century of global involvement.
In assessing the nationalist discourse, debates on the morality of consumption and public and private spheres, the book demonstrates how the Indian consumer was both imagined and informed and how the politics of consumption formed the consumer society in India.
Shedding new light on consumer cultures in India, the book will be of interest to academics from interdisciplinary fields such as anthropology, history, geography, sociology, South Asian studies and area studies, popular and visual cultures.
Table of Contents
Introduction 1. Notes on the advertisement and the advertising agency in India's twentieth century 2. A magic system? Print publics, consumption, and advertising in modern Tamil Nadu 3. Making the ideal home? Advertising of electrical appliances and the education of the middle-class consumer in Bombay, 1925-40 4. Wooing Indians with new smokes: cigarette and bidi advertising in British India 5. Creating desire in the name of the nation, 1947-65 6. Consuming the home: creating consumers for the middleclass house in India, 1920-60 7. Drink it the damn way we want: some reflections on the promotion and consumption of coffee in India in the twentieth century. 8. The Housewife goes to Market: Food, Work, and Neoliberal Selves in Kolkata Middle-class Families 9. Consumer citizenship and Indian Muslim youth 10. Consuming credit: microfinance and making credit markets at the bottom of the pyramid
by "Nielsen BookData"