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
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Library, Institute of Developing Economies, Japan External Trade Organization図
: hbkASII||339.2||G11989164
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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
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