| Description |
364 pages : illustrations |
|
regular print |
| Contents |
1. Locations: Advertising and the New Swadeshi -- 2. Elaborations: The Commodity Image -- 3. Citizens Have Sex, Consumers Make Love: KamaSutra I -- 4. The Aesthetic Politics of Aspiration: KamaSutra II -- 5. Bombay Global: Mobility and Locality I -- 6. Bombay Local: Mobility and Locality II -- 7. Indian Fun: Constructing "the Indian Consumer" I -- 8. Close Distance: Constructing "the Indian Consumer" II |
| Summary |
An examination of the complex cultural politics of mass consumerism in a globalized marketplace, Shoveling Smoke is an 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 1980s 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 1990s refigured established models of the relationship between the local and the global and, ironically, turned advertising professionals into custodians of cultural integrity. [publisher] |
| Bibliography |
Includes bibliographical references (pages [331]-349) and index |
| Subject |
Advertising -- India.
|
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Advertising -- Social aspects -- India.
|
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Marketing -- India.
|
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Consumption (Economics) -- India.
|
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Globalization -- Economic aspects -- India.
|
| LC no. |
2003000435 |
| ISBN |
0822331454 paperback alkaline paper |
|
0822331098 cloth alkaline paper |
|
