Shoveling Smoke: Advertising and Globalization in Contemporary India
商品資訊
ISBN13：9780822331452
出版社：Duke Univ Pr
作者：William Mazzarella
出版日：2003/09/01
裝訂：平裝
商品簡介
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 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.
作者簡介
William Mazzarella is Assistant Professor of Anthropology at the University of Chicago.
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