Globalising Everyday Consumption in India (eBook, PDF)

History and Ethnography
Redaktion: Bhattacharya, Bhaswati; Donner, Henrike

• Format: PDF

Produktbeschreibung

This book brings together historical and ethnographic perspectives on Indian consumer identities.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 258
• Erscheinungstermin: 21. Juli 2021
• Englisch
• ISBN-13: 9780429609039
• Artikelnr.: 62054091

Autorenporträt

Bhaswati Bhattacharya is a Senior Fellow at the Centre for Modern Indian Studies at Georg August University, Göttingen, Germany. She is the author of Much Ado over Coffee (Social Science Press and Routledge 2017). Henrike Donner is Reader in Social Anthropology at Goldsmiths, University of London, UK. She is the author of Domestic Goddesses (Routledge 2008) and has edited The Meaning of the Local (with Geert De Neve, Routledge 2006) and Being Middle-class in India (Routledge 2011).

Inhaltsangabe

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 a
dvertising 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