Globalising Everyday Consumption in India: History and Ethnography

ISBN-13: 9780367178529 / Angielski / Twarda / 2021 / 246 str.

Bhaswati Bhattacharya; Henrike Donner

Opis

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

Spis treści

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