Globalising everyday consumption in India : history and ethnography
著者
書誌事項
Globalising everyday consumption in India : history and ethnography
(Routledge contemporary South Asia series, 139)
Routledge, 2020
- : pbk
大学図書館所蔵 全2件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
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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