Shoveling Smoke Advertising And Globalization In Contemporary India Pdf

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Some years ago, when I was still in graduate school at the University of Michigan, George Lipsitz came to give a talk. But he said something in the question-and-answer session that I do remember, and I continue to think about. Lipsitz said that, in the real world, culture and history happen together; it is only in academic departments at universities where they are separated.

How does one capture affect ethnographically? These scenes occur in Indian grocery stores, coffee shops, and offices in Silicon Valley, and in call centers and working class homes in Delhi. This provocation to unsettle through an ethnographic engagement with affect is promising for scholars who study the body, gender, and sexuality in relation to politics, ethics, and aesthetics.

Shoveling Smoke Advertising And Globalization In Contemporary India

How does one capture affect ethnographically? These scenes occur in Indian grocery stores, coffee shops, and offices in Silicon Valley, and in call centers and working class homes in Delhi.

This provocation to unsettle through an ethnographic engagement with affect is promising for scholars who study the body, gender, and sexuality in relation to politics, ethics, and aesthetics. Unfortunately, the book fails to unsettle; instead, it reinforces perceptions of India and Indians. In Chapter 2, some sites of analysis—like Bollywood—are treated in familiar, even dated ways. Furthermore, those films, which celebrated heteronormative middle-class Hindu values, now circulate in transnational imaginations via online parodies by Indian and Pakistani fans.

But, we are compelled to ask, where or what is home? Herein lie the methodological perils of treating stories that informants tell anthropologists as transparent experiences or access to memory. The reader is left wondering for whom India is the more affect-laden, possibly overdetermined, archive—the informants or the anthropologist?

Public culture scholarship has been foundational for studies of mediation, movement, and locality since the s. Yet at times, it has also obscured the complex racialized history of migration in favor of banal descriptions of globalization, without subjecting its assumptions to serious critique. We must ask what our scholarship owes—in addition to our informants and fellow scholars—to those whose lives are made vulnerable to the forces of late capitalism.

The choice and treatment of figures in the book e. Rather than India as the affective archive, is it perhaps America—as one among many horizons of migration—that engenders the affective landscapes in this book?

How does it even shape the intellectual framing of India itself? Mazzarella, W. Durham: Duke University Press. Google Scholar. Download references. Correspondence to Amrita Ibrahim. Reprints and Permissions. Ibrahim, A. Fem Rev , — Download citation. Published : 26 January Issue Date : November Search SpringerLink Search. Download PDF. Rights and permissions Reprints and Permissions. About this article. Cite this article Ibrahim, A.

Culture/History

The history of advertising can be traced to ancient civilizations. It became a major force in capitalist economies in the midth century, based primarily on newspapers and magazines. In the 20th century, advertising grew rapidly with new technologies such as direct mail , radio , television , the internet and mobile devices. Between and advertising averaged 2. Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome.

Oxford University Press, New Delhi, IN the last two decades, academicians as well as public intellectuals have made important interventions in the debate on secularism. The book under review is a welcome and refreshing contribution to this debate. In this project, the author focuses on s and early to mids and a wide spectrum of activities these decades witnessed, threatening the project of nationhood in India. Another thematic focused on in this study are locations, concerns and perspectives of Muslims and Dalits in this discourse. With these two threads, the author moves up and down in colonial as well as post-colonial periods, draws comparative insights from the South African context and engages with liberal, Marxist as well as post-colonial thinkers from across the globe. This reader, however, was expecting more analytical space to the developments that took place in late 19th century as this period has been regarded as the foundational moment in the emergence of Indian nationalism.

Oxford University Press, New Delhi, IN the last two decades, academicians as well as public intellectuals have made important interventions in the debate on secularism. The book under review is a welcome and refreshing contribution to this debate. In this project, the author focuses on s and early to mids and a wide spectrum of activities these decades witnessed, threatening the project of nationhood in India. Another thematic focused on in this study are locations, concerns and perspectives of Muslims and Dalits in this discourse. With these two threads, the author moves up and down in colonial as well as post-colonial periods, draws comparative insights from the South African context and engages with liberal, Marxist as well as post-colonial thinkers from across the globe. This reader, however, was expecting more analytical space to the developments that took place in late 19th century as this period has been regarded as the foundational moment in the emergence of Indian nationalism. Similarly, while the discussion on Muslim voices remains confined to the north Indian ruling elites, the debate on the Dalit question is based on voices from the South.


Shoveling Smoke: Advertising and Globalization in Contemporary India. WILLIAM MAZZARELLA. Copyright Date: Published by: Duke University Press.


Shoveling Smoke Advertising And Globalization In Contemporary India

A leading Bombay advertising agency justifies as traditionally Indian the highly eroticized images it produces to promote the KamaSutra condom brand. 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.

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A Heavy Burden of Identity: India, Food, Globalization, and Women

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India's dynamic turn toward globalization brings new eating practices driven by desires for status and convenience. Traditional expectations of women as keepers of domestic culture persist as fears of a possible loss of Indianness are projected onto women. In the reflexive identity processes of urban middle-class Hindu women, new normative beauty ideals are often impossible to attain, resulting in Western-style food-related health problems.

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A leading Bombay advertising agency justifies as traditionally Indian the highly eroticized images it produces to promote the KamaSutra condom brand. Another agency struggles to reconcile the global ambitions of a cellular-phone service provider with the ambivalently local connotations of the client's corporate brand. 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.

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