Shoveling Smoke: Advertising and Globalization in Contemporary India
Language: English
Published by Duke University Press, 2003
- Softcover
- Used
Seller: ThriftBooks-Atlanta, AUSTELL, GA, U.S.A.ThriftBooks-Atlanta
AbeBooks seller since March 24, 2009
Condition: Used - Very good
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Add to basketItem description from seller
Seller Inventory # G0822331454I4N00
- Title
- Shoveling Smoke: Advertising and Globalization in Contemporary India
- Author
- Mazzarella, William
- Publisher
- Duke University Press
- Publication year
- 2003
- Condition
- Very Good
- Dust jacket
- No Jacket
- Binding
- Paperback
- Language
- English
- ISBN 10
- 0822331454
- ISBN 13
- 9780822331452
- Item weight
- 1.2 pounds
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.
"Synopsis" may belong to another edition of this title.
About the Author
William Mazzarella is Assistant Professor of Anthropology at the University of Chicago.
"About the title" may belong to another edition of this title.
ThriftBooks-Atlanta
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