Henrike Donner - Böcker

This book brings together historical and ethnographic perspectives on Indian consumer identities. Through an in-depth analysis of local, regional, and national histories of marketing, regulatory bodies, public and domestic practices, this interdisciplinary volume charts the emergence of Indian consumer society and discusses commodity consumption as a main feature of Indian modernity. Nationalist discourse was shaped by moral struggles over consumption patterns that became a hallmark of middle-class identity. But a number of chapters demonstrate how a wide range of social strata were targeted as markets for everyday commodities associated with global lifestyles early on. A section of the book illustrates how a new group of professionals engaged in advertising trying to create a market shaped tastes and discourses and how campaigns provided a range of consumers with guidance on ‘modern lifestyles’. Chapters discussing advertisements for consumables like coffee and cooking oil, show these to be part of new public cultures. The ethnographic chapters focus on contemporary practices and consumption as a main marker of class, caste and community. Throughout the book consumption is shown to determine communal identities, but some chapters also highlight how it reshapes intimate relationships. The chapters explore the middle-class family, microcredit schemes, and metropolitan youth cultures as sites in which consumer citizenship is realised.The book will be of interest to readers from a range of disciplines, including anthropology, history, geography, sociology, South Asian studies, and visual cultures.

By zooming in on urban localities in India and by unpacking the 'meaning of the local' for those who live in them, the ten papers in this volume redress a recurrent asymmetry in contemporary debates about globalisation. In much literature, the global is associated with transnationalism, dynamism and activity, and the local with static identities and history. Focusing on a range of locales in India's metropolitan areas and provincial small towns, the contributions move beyond the assertion that space is socially constructed to explore the ways in which social and political relations are themselves spatially and historically contingent. Using detailed ethnography, the authors highlight the vitality of place-making in the lives of urban dwellers and the centrality of a 'politics of place' in the production of power, difference and inequality. The volume illustrates how urban spaces are increasingly interconnected through wider social and spatial processes, while local boundaries and group-based identities are at the same time reconstructed, and often even consolidated, through the use of 'traditional' idioms and localised practices. All contributions relate detailed case studies of everyday activities to a range of contemporary debates that highlight various spatial aspects of cultural identities, economic restructuring and political processes in India. The volume provides an interdisciplinary perspective on urban life in rapidly changing political and economic environments. It offers a contribution to policy-orientated debates on urban livelihoods and urban planning as well as a wealth of ethnographic material for those interested in the spatial dimensions of urban life in India.

Hailed as the beneficiary, driving force and result of globalisation, India’s middle-class is puzzling in its diversity, as a multitude of traditions, social formations and political constellations manifest contribute to this project. This book looks at Indian middle-class lifestyles through a number of case studies, ranging from a historical account detailing the making of a savvy middle-class consumer in the late colonial period, to saving clubs among women in Delhi’s upmarket colonies and the dilemmas of entrepreneurial families in Tamil Nadu’s industrial towns.The book pays tribute to the diversity of regional, caste, rural and urban origins that shape middle- class lifestyles in contemporary India and highlights common themes, such as the quest for upward mobility, common consumption practices, the importance of family values, gender relations and educational trajectories. It unpacks the notion that the Indian middle-class can be understood in terms of public performances, surveys and economic markers, and emphasises how the study of middle-class culture needs to be based on detailed studies, as everyday practices and private lives create the distinctive sub-cultures and cultural politics that characterise the Indian middle class today. With its focus on private domains middleclassness appears as a carefully orchestrated and complex way of life and presents a fascinating way to understand South Asian cultures and communities through the prism of social class.

Hailed as the beneficiary, driving force and result of globalisation, India’s middle-class is puzzling in its diversity, as a multitude of traditions, social formations and political constellations manifest contribute to this project. This book looks at Indian middle-class lifestyles through a number of case studies, ranging from a historical account detailing the making of a savvy middle-class consumer in the late colonial period, to saving clubs among women in Delhi’s upmarket colonies and the dilemmas of entrepreneurial families in Tamil Nadu’s industrial towns.The book pays tribute to the diversity of regional, caste, rural and urban origins that shape middle- class lifestyles in contemporary India and highlights common themes, such as the quest for upward mobility, common consumption practices, the importance of family values, gender relations and educational trajectories. It unpacks the notion that the Indian middle-class can be understood in terms of public performances, surveys and economic markers, and emphasises how the study of middle-class culture needs to be based on detailed studies, as everyday practices and private lives create the distinctive sub-cultures and cultural politics that characterise the Indian middle class today. With its focus on private domains middleclassness appears as a carefully orchestrated and complex way of life and presents a fascinating way to understand South Asian cultures and communities through the prism of social class.

Based on extensive fieldwork in Calcutta, this book provides the first ethnography of how middle-class women in India understand and experience economic change through transformations of family life. It explores their ideas, practices and experiences of marriage, childbirth, reproductive change and their children's education, and addresses the impact that globalization is having on the new middle classes in Asia more generally from a domestic perspective. By focusing on maternity, the book explores subjective understandings of the way intimate relationships and the family are affected by India's liberalization policies and the neo-liberal ideologies that accompany through an analysis of often competing ideologies and multiple practices. And by drawing attention to women's agency as wives, mothers and grandmothers within these new frameworks, Domestic Goddesses discusses the experiences of different age groups affected by these changes. Through a careful analysis of women's narratives, the domestic sphere is shown to represent the key site for the remaking of Indian middle-class citizens in a global world.

This book brings together historical and ethnographic perspectives on Indian consumer identities. Through an in-depth analysis of local, regional, and national histories of marketing, regulatory bodies, public and domestic practices, this interdisciplinary volume charts the emergence of Indian consumer society and discusses commodity consumption as a main feature of Indian modernity. Nationalist discourse was shaped by moral struggles over consumption patterns that became a hallmark of middle-class identity. But a number of chapters demonstrate how a wide range of social strata were targeted as markets for everyday commodities associated with global lifestyles early on. A section of the book illustrates how a new group of professionals engaged in advertising trying to create a market shaped tastes and discourses and how campaigns provided a range of consumers with guidance on ‘modern lifestyles’. Chapters discussing advertisements for consumables like coffee and cooking oil, show these to be part of new public cultures. The ethnographic chapters focus on contemporary practices and consumption as a main marker of class, caste and community. Throughout the book consumption is shown to determine communal identities, but some chapters also highlight how it reshapes intimate relationships. The chapters explore the middle-class family, microcredit schemes, and metropolitan youth cultures as sites in which consumer citizenship is realised.The book will be of interest to readers from a range of disciplines, including anthropology, history, geography, sociology, South Asian studies, and visual cultures.

This book provides a comprehensive perspective on discourses of love in contemporary India. It focuses on the multiple sites and articulations through which “love” is constructed, articulated and experienced in India. Overwhelmingly, scholarship on love, especially in India, situates and analyses it in the context of marriage, family and beyond. It reviews those frameworks but goes beyond them by drawing attention to a range of sites, analytical prisms and everyday experiences of love, including the impact of consumer society, technologies and notions of citizenship and the nation at large. The book comprises seven chapters based on ethnographies to provide a wide-ranging account of the multiplicity of discursive formations and contexts, withing which love plays a crucial role in the everyday lives of contemporary Indians from a wide range of backgrounds.The introduction presents an overview of the literatures on Love and Marriage in South Asia and the current debates in popular media that are relevant to them.Chapter 2 discusses the extensive literatures on love and marriage in South Asia with special attention to the way these debates are today revised in the light of youth cultures, love outside marriage and a broader debate on sexualities, including the literatures on LGBTQ identities in India.Chapter 3 provides an insight into those meanings of love that are often not immediately associated with notions of individual will. As such, this chapter discusses those interpretations of love that are embedded in family structures, roles and responsibilities, religion and culture.Chapter 4 presents an analysis of how love constitutes gender and gender shapes experiences and expectations of love; in this chapter, the focus will be to unpack constructions of ‘appropriate’ masculinities and femininities for an urban and modern India.Chapter 5 traces how the political economy, as it were, of love, with special attention to its practices of consumption and circulation.Chapter 6 addresses how debates on love are re-situated within the notion of the new India, gendered ideas about modern self-hood, the revision of the link between love and marriage, divorce and cohabitation, and the complex relationship between notions of ‘modern’ and globalized forms of intimacies and nationhood as based on South Asian exceptionalism, heteronormative sexuality within marriage and discourses on communal family-making, tradition and moralities.Chapter 7 brings together all major themes discussed in the book, and contextualizes contemporary public discourse on love in India, to the main arguments of the book.