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Manufacturing Indianness: Nation-Branding and Postcolonial Identity PDF

548 Pages·2019·3.827 MB·English
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1 Manufacturing Indianness takes an interdisciplinary approach in deconstructing nation-branding exercises in neoliberal India, utilizing the fetish as a critical device to demonstrate how postcolonial nation-building can become colonizing. Using interviews M with media-makers and nation-branding professionals, postcolonial theory, media a and cultural studies, psychoanalytic theories, political economy approaches, affective n u Manufacturing theory, cultural geography, and branding and marketing perspectives, Manufacturing f a Indianness provides an insightful and academically sophisticated investigation into how c t the Indian state and its corporate partners have merged cultural/ethnic nationalism u r i Indianness (Hindutva) with neoliberalism to form the ultimate fetish of Brand India. n g I n d i a n n e s Ishita Sinha Roy is Associate Professor in Media Studies at Allegheny College in s Pennsylvania. Her research interests cover postcolonial media studies, cultural studies, | S Nation-Branding branding and marketing, digital media and storytelling, and new media technologies. i n h Currently she is working on her next project on the colonization of bodies and doll a and Postcolonial culture. R o y Identity P E T E R L A N G Ishita Sinha Roy www.peterlang.com 1 Manufacturing Indianness takes an interdisciplinary approach in deconstructing nation-branding exercises in neoliberal India, utilizing the fetish as a critical device to demonstrate how postcolonial nation-building can become colonizing. Using interviews M with media-makers and nation-branding professionals, postcolonial theory, media a and cultural studies, psychoanalytic theories, political economy approaches, affective n u Manufacturing theory, cultural geography, and branding and marketing perspectives, Manufacturing f a Indianness provides an insightful and academically sophisticated investigation into how c t the Indian state and its corporate partners have merged cultural/ethnic nationalism u r i Indianness (Hindutva) with neoliberalism to form the ultimate fetish of Brand India. n g I n d i a n n e s Ishita Sinha Roy is Associate Professor in Media Studies at Allegheny College in s Pennsylvania. Her research interests cover postcolonial media studies, cultural studies, | S Nation-Branding branding and marketing, digital media and storytelling, and new media technologies. i n h Currently she is working on her next project on the colonization of bodies and doll a and Postcolonial culture. R o y Identity P E T E R L A N G Ishita Sinha Roy www.peterlang.com Manufacturing Indianness South Asian Literature, Arts, and Culture Studies Moumin Quazi General Editor Vol. 1 The South Asian Literature, Arts, and Culture is part of the Peter Lang Humanities list. Every volume is peer reviewed and meets the highest quality standards for content and production. PETER LANG New York  Bern  Berlin Brussels  Vienna  Oxford  Warsaw Ishita Sinha Roy Manufacturing Indianness Nation-Branding and Postcolonial Identity PETER LANG New York  Bern  Berlin Brussels  Vienna  Oxford  Warsaw Library of Congress Cataloging-in-Publication Data Names: Sinha Roy, Ishita, author. Title: Manufacturing Indianness: Nation-Branding and Postcolonial Identity / Ishita Sinha Roy. Description: New York: Peter Lang Publishing, Inc., 2019 Series: South Asian literature, arts and culture; v. 1 | ISSN 2157-0213 Includes bibliographical references. Identifiers: LCCN 2018044189 | ISBN 978-1-4331-1396-3 (hardback: alk. paper) ISBN 978-1-4331-6159-9 (paperback: alk. paper) | ISBN 978-1-4539-1249-2 (epdf) ISBN 978-1-4331-6157-5 (epub) | ISBN 978-1-4331-6158-2 (mobi) Subjects: LCSH: Branding (Marketing)—India. | Place marketing—India. Classification: LCC HF5415.1255 .R69 2019 | DDC 352.70954—dc23 LC record available at https://lccn.loc.gov/2018044189 DOI 10.3726/978-1-4539-1249-2 Bibliographic information published by Die Deutsche Nationalbibliothek. Die Deutsche Nationalbibliothek lists this publication in the “Deutsche Nationalbibliografie”; detailed bibliographic data are available on the Internet at http://dnb.d-nb.de/. © 2019 Peter Lang Publishing, Inc., New York 29 Broadway, 18th floor, New York, NY 10006 www.peterlang.com All rights reserved. Reprint or reproduction, even partially, in all forms such as microfilm, xerography, microfiche, microcard, and offset strictly prohibited. For my parents Arrow & Bharati, and my brother Ranabir. Home is where you are. Contents Acknowledgments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ix Introduction: Text and Context: Postcolonial Media Studies and the Fetishization of the Neoliberal Nation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 1 Nation Inc. and Postcolonial Neoliberalism. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69 2 From the East India Company to Nation Inc.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .94 3 Nation-Branding: India Inc. Is Incredible !ndia. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .126 4 Taking Care of the Mother(land): Bollywood Patriotism and Young India. . . . . . . . . . . . . . . . . . . . . . . .210 5 Manufacturing Terror®: Destroying the Other Through Nation-Branding. . . . . . . . . . . . . . . . . . . . . . . .308 6 Old and New Goddesses: Disrobing Indian Femininity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .395 Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .495

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