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Shoveling Smoke Advertising And Globalization In Contemporary India Pdf

shoveling smoke advertising and globalization in contemporary india pdf

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Oxford University Press, New Delhi, IN the last two decades, academicians as well as public intellectuals have made important interventions in the debate on secularism. The book under review is a welcome and refreshing contribution to this debate. In this project, the author focuses on s and early to mids and a wide spectrum of activities these decades witnessed, threatening the project of nationhood in India. Another thematic focused on in this study are locations, concerns and perspectives of Muslims and Dalits in this discourse. With these two threads, the author moves up and down in colonial as well as post-colonial periods, draws comparative insights from the South African context and engages with liberal, Marxist as well as post-colonial thinkers from across the globe. This reader, however, was expecting more analytical space to the developments that took place in late 19th century as this period has been regarded as the foundational moment in the emergence of Indian nationalism.

India's dynamic turn toward globalization brings new eating practices driven by desires for status and convenience. Traditional expectations of women as keepers of domestic culture persist as fears of a possible loss of Indianness are projected onto women. In the reflexive identity processes of urban middle-class Hindu women, new normative beauty ideals are often impossible to attain, resulting in Western-style food-related health problems. Awareness of these risks may be deflected by matrimonial, body image, and time pressures, as depicted in a preliminary model of food globalization and women's identities. Mish, J. Emerald Group Publishing Limited.

Publications

A leading Bombay advertising agency justifies as traditionally Indian the highly eroticized images it produces to promote the KamaSutra condom brand. Another agency struggles to reconcile the global ambitions of a cellular-phone service provider with the ambivalently local connotations of the client's corporate brand. An examination of the complex cultural politics of mass consumerism in a globalized marketplace, Shoveling Smoke is a pathbreaking and detailed ethnography of the contemporary Indian advertising industry. It is also a critical and innovative intervention into current theoretical debates on the intersection of consumerist globalization, aesthetic politics, and visual culture. William Mazzarella traces the rise in India during the s of mass consumption as a self-consciously sensuous challenge to the austerities of state-led developmentalism. He shows how the decisive opening of Indian markets to foreign brands in the s refigured established models of the relationship between the local and the global and, ironically, turned advertising professionals into custodians of cultural integrity.

Oxford University Press, New Delhi, IN the last two decades, academicians as well as public intellectuals have made important interventions in the debate on secularism. The book under review is a welcome and refreshing contribution to this debate. In this project, the author focuses on s and early to mids and a wide spectrum of activities these decades witnessed, threatening the project of nationhood in India. Another thematic focused on in this study are locations, concerns and perspectives of Muslims and Dalits in this discourse. With these two threads, the author moves up and down in colonial as well as post-colonial periods, draws comparative insights from the South African context and engages with liberal, Marxist as well as post-colonial thinkers from across the globe.

shoveling smoke advertising and globalization in contemporary india pdf

Shoveling Smoke Advertising And Globalization In Contemporary India

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History of advertising

4 Comments

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    Shoveling Smoke: Advertising and Globalization in Contemporary India. WILLIAM MAZZARELLA. Copyright Date: Published by: Duke University Press.

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