Описание: This book examines the emergence of professional advertising in western India during the interwar period. It explores the ways in which global manufacturers advanced a ‘brand-name capitalism’ among the Indian middle class by promoting the sale of global commodities during the 1920s and 1930s, a time when advertising was first introduced in India as a profession and underwent critical transformations.
Analysing the cultural strategies, both verbal and visual, used by foreign businesses in their advertisements to capture urban consumers, Haynes argues that the promoters of various commodities crystalized their campaigns around principles of modern conjugality. He also highlights the limitations of brand-name capitalism during this period, examining both its inability to cultivate markets in the countryside or among the urban poor, and its failure to secure middle-class customers. With numerous examples of illustrated advertisements taken from Indian newspapers, the book discusses campaigns for male sex tonics and women’s medicines, hot drinks such as Ovaltine and Horlicks, soaps such as Lifebuoy, Lux and Sunlight, cooking mediums such as Dalda and electrical household technologies. By examining the formation of ‘brand-name capitalism’ and two key structures that accompanied it- the advertising agency and the field of professional advertising- this book sheds new light on the global consumer economy in interwar India, and places developments in South Asia into a larger global history of consumer capitalism.
One of the most durable figures in modern history, the peasant has long been a site of intense intellectual and political debate. Yet underlying much of this literature is the assumption that peasants simply existed everywhere, a general if not generic group, traced backward from modernity to antiquity. Focused on the transformation of Panjab during the nineteenth and early twentieth centuries, this book accounts for the colonial origins of global capitalism through a radical history of the concept of "the peasant," demonstrating how seemingly fixed hierarchies were in fact produced, legitimized, and challenged within the preeminent agricultural region of South Asia. Navyug Gill uncovers how and why British officials and ascendant Panjabis disrupted existing forms of identity and occupation to generate a new agrarian order in the countryside. The notion of the hereditary caste peasant engaged in timeless cultivation thus emerged, paradoxically, as a result of a dramatic series of conceptual, juridical, and monetary divisions.
Far from archaic relics, this book ultimately reveals both the landowning peasant and landless laborer to be novel political subjects forged through the encounter between colonialism and struggles over culture and capital within Panjabi society. Questions of progress, exploitation and knowledge come to animate the vernacular operations of power. With this history, Gill brings difference and contingency to understandings of the global past in order to re-think the itinerary of comparative political economy as well as alternative possibilities for emancipatory futures.
One of the most durable figures in modern history, the peasant has long been a site of intense intellectual and political debate. Yet underlying much of this literature is the assumption that peasants simply existed everywhere, a general if not generic group, traced backward from modernity to antiquity. Focused on the transformation of Panjab during the nineteenth and early twentieth centuries, this book accounts for the colonial origins of global capitalism through a radical history of the concept of "the peasant," demonstrating how seemingly fixed hierarchies were in fact produced, legitimized, and challenged within the preeminent agricultural region of South Asia. Navyug Gill uncovers how and why British officials and ascendant Panjabis disrupted existing forms of identity and occupation to generate a new agrarian order in the countryside. The notion of the hereditary caste peasant engaged in timeless cultivation thus emerged, paradoxically, as a result of a dramatic series of conceptual, juridical, and monetary divisions.
Far from archaic relics, this book ultimately reveals both the landowning peasant and landless laborer to be novel political subjects forged through the encounter between colonialism and struggles over culture and capital within Panjabi society. Questions of progress, exploitation and knowledge come to animate the vernacular operations of power. With this history, Gill brings difference and contingency to understandings of the global past in order to re-think the itinerary of comparative political economy as well as alternative possibilities for emancipatory futures.
Автор: Ellis, Catriona (university Of Strathclyde, Glasgow) Название: Imagining childhood, improving children ISBN: 1009215205 ISBN-13(EAN): 9781009215206 Издательство: Cambridge Academ Рейтинг: Цена: 15840.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: From as early as the 1920s, state policy towards children in South India was framed through the lens of a universal ideal of modern childhood. This reflected the participation of policy makers and civil society activists in global discourses of child-saving and the new opportunities of governance under the constitutional reforms of 1919. Children became viewed as both objects to be saved and investments as future citizens. The book considers how adults used this concept of universal childhood to conceptualise themselves as both modern and avuncular, gaining authority through an appropriation of familial terms as well as the claim to modern, scientific expertise. Through a detailed study of education, health and juvenile justice, the book reveals that the implementation of policy was still informed by other markers of difference, and contrasts adult intentions with the autobiographical memories of school, family, and peer relationships.
Описание: In recent decades, private investment has led to a resurgence of capitalism in India. The nation has experienced other episodes of business growth in the past, which, Roy argues, share similarities to today. On each occasion of growth, connections with the global economy helped firms and entrepreneurs better manage risks.
Автор: Roy, Tirthankar (london School Of Economics And Political Science) Название: Business history of india ISBN: 1316637484 ISBN-13(EAN): 9781316637487 Издательство: Cambridge Academ Рейтинг: Цена: 4592.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: In recent decades, private investment has led to a resurgence of capitalism in India. The nation has experienced other episodes of business growth in the past, which, Roy argues, share similarities to today. On each occasion of growth, connections with the global economy helped firms and entrepreneurs better manage risks.
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