This book offers analysis of articulation of consumer culture and modernity in everyday lives of people in a transnational framework. It pursues three broad themes: lifestyle choices and construction of modern identities; fashion and advertising; and subaltern concerns and moral subjectivities. It juxtaposes empirical studies with theoretical traditions in addressing questions such as: How do people imagine modernity and identity in consumer culture? What does modernity or ‘being modern’ mean to people in different societies? Are modernity and tradition antithetical to or develop an interface with each other? The chapters in the book trace manifestations and trajectories of consumer culture and modernity as they connect to develop a sense of renewed identity.
Chapter 2: Shop Talk: Shopping Malls and Their Publics
Shop Talk: Shopping Malls and Their Publics
To say that the Indian consumers [sic] are evolving everyday would be an overstatement, but that they need to be understood as much, is not!
Introduction: Goodbuy to All That
This chapter presents an ethnography of new consumerism, through locating it within the wide range of social and cultural changes that have begun to transform public and private lives in India in the wake of the policies of economic ‘liberalization’ undertaken by the Indian state since the early 1990s (Dutta, 2004; Fernandes, 2006; Guha, 2009; Kamat, 2004; Sengupta, 2008). The chapter explores the meanings attached to the practices of consumption—and ideas regarding the ...