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Refashioning India: gender, media, and a transformed public discourse

By: Chaudhuri, Maitrayee.
Material type: materialTypeLabelBookPublisher: Hyderabad Orient BlackSwan 2017Description: xv, 325 p.ISBN: 9789386689009.Subject(s): Social groups | Status - women - India | Feminism - India | Women - movement - India | Media - AdvertisementDDC classification: 305.420954 Summary: In 1991, the Indian state’s new economic policies led to a greater role of the market. A public discourse that had till then been defined by self-reliance, equity and austerity had to be refashioned. The Indian middle class learnt that ‘thrift’ was not a virtue, and ‘shopping was legitimate pleasure’. This period witnessed other significant developments: the rise of Hindutva; assertion of marginalised castes; and increasing institutionalisation of feminism. The book details how consumerism, combined with ideas of individualism, empowerment and choice in a contemporary public culture, paved the way for an instant, feel-good, and then aggressive nationalism. Refashioning India maps this process through a compilation of the author’s works, written at different points in time from the early 1990s, through the next two decades up to mid-2017. The chapters offer detailed studies of advertisements; everyday details in the English-language print media; the communicative abundance of television; the dangers of instant access and unequal ignorance; and the dynamics of a transformed public sphere. Refashioning India provides a chronicle of contemporary India, written by an author who is as much a participant member as an observer of everyday life in a changing India. https://orientblackswan.com/BookDescription?isbn=978-93-86689-00-9&id=40&t=c&isbn=978-93-86689-00-9&id=40&t=c
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Slot 342 (0 Floor, West Wing) Non-fiction 305.420954 C4R3 (Browse shelf) Checked out 29/10/2019 198475

Table of Contents

Chapter 1 Introduction

Chapter 2 Citizens, Workers, Emblems of Culture: An Analysis of the First Plan Document on Women

Chapter 3 Gender in the Making of the Indian Nation-State

Chapter 4 Gender and Advertisements: The Rhetoric of Globalisation

Chapter 5 ‘Feminism’ in Print Media

Chapter 6 A Question of Choice: Advertisements, Media, and Democracy

Chapter 7 The Family and its Representation: From Indology to Market Research

Chapter 8 Nationalism is not What it Used to be: Can Feminism be any Different?

Chapter 9 The Indian Media and its Transformed Public

Chapter 10 Gender, Media, and Popular Culture in a Global India

Chapter 11 National and Global Media Discourse after ‘Nirbhaya’: Instant Access and Unequal Knowledge

Chapter 12 The 2014 General Elections and Afterwards: A Churning Public Discourse and the New Hegemony

In 1991, the Indian state’s new economic policies led to a greater role of the market. A public discourse that had till then been defined by self-reliance, equity and austerity had to be refashioned. The Indian middle class learnt that ‘thrift’ was not a virtue, and ‘shopping was legitimate pleasure’.

This period witnessed other significant developments: the rise of Hindutva; assertion of marginalised castes; and increasing institutionalisation of feminism. The book details how consumerism, combined with ideas of individualism, empowerment and choice in a contemporary public culture, paved the way for an instant, feel-good, and then aggressive nationalism.

Refashioning India maps this process through a compilation of the author’s works, written at different points in time from the early 1990s, through the next two decades up to mid-2017.

The chapters offer detailed studies of advertisements; everyday details in the English-language print media; the communicative abundance of television; the dangers of instant access and unequal ignorance; and the dynamics of a transformed public sphere.

Refashioning India provides a chronicle of contemporary India, written by an author who is as much a participant member as an observer of everyday life in a changing India.

https://orientblackswan.com/BookDescription?isbn=978-93-86689-00-9&id=40&t=c&isbn=978-93-86689-00-9&id=40&t=c

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