• Summary
  • Contents
  • Subject index

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.

Structural Changes Rather Than the Influence of Media: People's Encounter with Economic Liberalization in India
Structural changes rather than the influence of media: People's encounter with economic liberalization in India
SteveDerné, MeenuSharma and NarendraSethi*
Introduction

When I did my first research in India in 1987, I was struck by Hindu men's sociocentrism; they tended to see themselves as part of a group more than as individuals (Derné, 1995). I was also struck by Hindu men's unified gender culture that emphasized men's control of the women in their lives, partly by restricting them to the home (Derné, 1995). In those years, India was a closed media landscape. The middle-class men I interviewed had no access to cable television or Hollywood films—Bollywood and one state-run television channel were the ...

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