• Summary
  • Contents
  • Subject index

This book explores the cultural politics of four aspects of everyday life - health, comfort, risk and mobility - as manifest in public culture. It examines the commodification of these aspects, arguing that our experience and perception are mediated by discourses circulating in the mass media. The book is an essential reading for those who want to understand modern urban cultural rhetorics. Scholars and practitioners working in the fields of media and communication, consumer behaviour studies and cultural studies will find it highly engaging as well as provocative.

Life, the Deluxe Edition: Cultures of Comfort
Life, the deluxe edition: Cultures of comfort

This chapter is concerned with a self-evident consumer-oriented aspect of public culture: the marketing of comfort, where comfort is promoted and projected as an essential condition of life, and one that can be achieved through the increasingly easy purchase and use of commodities. Sanjay Kapoor, the Chief Executive Officer (CEO) of Genesis Colors, which markets Satya Paul and other luxury brands in India, comments on this easy availability of luxury goods: ‘From a socialist economy we are now in an era where you step into a mall and it brings in a completely new lifestyle in front of you’ (Hi! Blitz, 7.4, 2009: 130–34, quoted from p. 134). This accessibility to luxury ...

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