MARC Record from marc_columbia

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001 15678608
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008 210612s2021 enk ob 001 0 eng d
035 $a(OCoLC)on1256250655
035 $a(NNC)15678608
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019 $a1256252790
020 $a9780429058059$q(electronic bk.)
020 $a0429058055$q(electronic bk.)
020 $a0429603517
020 $a9780429609039$q(PDF ebook)
020 $a0429609035
020 $a9780429603518$q(electronic bk.)
020 $a9780429597992$q(electronic bk. : Mobipocket)
020 $a0429597991$q(electronic bk. : Mobipocket)
020 $z9780367178529
020 $z0367178524
024 7 $a10.4324/9780429058059$2doi
035 $a(OCoLC)1256250655$z(OCoLC)1256252790
037 $a9780429603518$bIngram Content Group
037 $a9780429058059$bTaylor & Francis
050 4 $aHC440.C6
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072 7 $aSOC$x053000$2bisacsh
072 7 $aJF$2bicssc
082 04 $a339.470954$223
049 $aZCUA
245 00 $aGlobalising everyday consumption in India$h[electronic resource] :$bhistory and ethnography /$cedited by Bhaswati Bhattacharya and Henrike Donner.
264 1 $aAbingdon, Oxon ;$aNew York, NY :$bRoutledge,$c2021.
300 $a1 online resource.
336 $atext$2rdacontent
336 $astill image$2rdacontent
337 $acomputer$2rdamedia
338 $aonline resource$2rdacarrier
490 0 $aRoutledge contemporary South Asia series
504 $aIncludes bibliographical references and index.
520 $aThis book brings together historical and ethnographic perspectives on Indian consumer identities. Through an in-depth analysis of local, regional, and national histories of marketing, regulatory bodies, public and domestic practices, this interdisciplinary volume charts the emergence of Indian consumer society and discusses commodity consumption as a main feature of Indian modernity. Nationalist discourse was shaped by moral struggles over consumption patterns that became a hallmark of middle-class identity. But a number of chapters demonstrate how a wide range of social strata were targeted as markets for everyday commodities associated with global lifestyles early on. A section of the book illustrates how a new group of professionals engaged in advertising trying to create a market shaped tastes and discourses and how campaigns provided a range of consumers with guidance on modern lifestyles'. Chapters discussing advertisements for consumables like coffee and cooking oil, show these to be part of new public cultures. The ethnographic chapters focus on contemporary practices and consumption as a main marker of class, caste and community. Throughout the book consumption is shown to determine communal identities, but some chapters also highlight how it reshapes intimate relationships. The chapters explore the middle-class family, microcredit schemes, and metropolitan youth cultures as sites in which consumer citizenship is realised. The book will be of interest to readers from a range of disciplines, including anthropology, history, geography, sociology, South Asian studies, and visual cultures.
545 0 $aBhaswati Bhattacharya is a Senior Fellow at the Centre for Modern Indian Studies at Georg August University, Gt̲tingen, Germany. She is the authorof 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).
650 0 $aConsumption (Economics)$zIndia$xHistory.
650 0 $aConsumers$zIndia.
650 0 $aMiddle class$zIndia$xHistory.
650 0 $aMarketing$zIndia.
650 6 $aMarketing$zInde.
650 7 $aSOCIAL SCIENCE / Ethnic Studies / General$2bisacsh
650 7 $aConsumers.$2fast$0(OCoLC)fst00876410
650 7 $aConsumption (Economics)$2fast$0(OCoLC)fst00876455
650 7 $aMarketing.$2fast$0(OCoLC)fst01010167
650 7 $aMiddle class.$2fast$0(OCoLC)fst01020437
651 7 $aIndia.$2fast$0(OCoLC)fst01210276
655 4 $aElectronic books.
655 7 $aHistory.$2fast$0(OCoLC)fst01411628
700 1 $aBhattacharya, Bhaswati,$d1945-$eeditor.
700 1 $aDonner, Henrike,$eeditor.
776 08 $iPrint version:$z9780367178529$z0367178524$w(DLC) 2020058244$w(OCoLC)1228315185
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15678608$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS