An examination of the complex cultural politics of mass consumerism in a globalized marketplace, Shoveling Smoke is a pathbreaking and detailed ethnography of the contemporary Indian advertising industry. It is also a critical and innovative intervention into current theoretical debates on the intersection of consumerist globalization, aesthetic politics, and visual culture. William Mazzarella traces the rise in India during the 1980s of mass consumption as a self-consciously sensuous challenge to the austerities of state-led developmentalism. He shows how the decisive opening of Indian markets to foreign brands in the 1990s refigured established models of the relationship between the local and the global and, ironically, turned advertising professionals into custodians of cultural integrity.
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Book Description
A leading Bombay advertising agency justifies as traditionally Indian the highly eroticized images it produces to promote the KamaSutra condom brand. Another agency struggles to reconcile the global ambitions of a cellular-phone service provider with the ambivalently local connotations of the client’s corporate brand. When the dream of the 250 million-strong “Indian middle class” goes sour, Indian advertising and marketing professionals search for new ways to market “the Indian consumer”—now with added cultural difference—to multinational clients.
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Editorial Reviews
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"Shoveling Smoke is an extremely rich ethnography. One of the first anthropological studies of advertising in India, it is a truly pioneering piece of work."—Purnima Mankekar, author of Screening Culture, Viewing Politics: An Ethnography of Television, Womanhood, and Nation in Postcolonial India
"Theoretically ambitious and yet firmly grounded in the concrete, William Mazzarella's brilliantly imaginative ethnography of advertising and consumer practices in India ranks among the very best of globalization studies. Students of global forms of modernity will have much to learn from this book."—Dipesh Chakrabarty, author of Habitations of Modernity: Essays in the Wake of Subaltern Studies
About the Author
William Mazzarella is Assistant Professor of Anthropology at the University of Chicago.
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Inside This Book
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This book is an ethnographic study of globalizing consumerism. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
consumerist globalization, globalizing consumerism, totalization narrative, new swadeshi, aspirational consumerism, commodity image, brand narratives, shoveling smoke, marketing discourse, mobile executive, consumer goods advertising, public service advertising, agency team, account planner, mass consumerism, foreign brands, advertising professionals, marketing imagination, multinational clients Key Phrases - Capitalized Phrases (CAPs): (learn more)
Jayant Bakshi, United States, Alyque Padamsee, Pooja Bedi, Adi Pocha, Amitabh Bachchan, Das Gupta, Indira Gandhi, Churchgate Set, Ford Foundation, Frank Simoes, Gautam Singhania, Kersy Katrak, Mohammed Khan, Planning Commission, Southeast Asian, Gurcharan Das, Hindustan Thompson Associates, Vergil Reed, Walter Benjamin, Dipesh Chakrabarty, George Fernandes, Pierre Bourdieu, Rajiv Gandhi, Swadeshi Jagaran Manch New!
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Front Cover | Table of Contents | First Pages | Index | Surprise Me!
This book is an ethnographic study of globalizing consumerism. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
consumerist globalization, globalizing consumerism, totalization narrative, new swadeshi, aspirational consumerism, commodity image, brand narratives, shoveling smoke, marketing discourse, mobile executive, consumer goods advertising, public service advertising, agency team, account planner, mass consumerism, foreign brands, advertising professionals, marketing imagination, multinational clients Key Phrases - Capitalized Phrases (CAPs): (learn more)
Jayant Bakshi, United States, Alyque Padamsee, Pooja Bedi, Adi Pocha, Amitabh Bachchan, Das Gupta, Indira Gandhi, Churchgate Set, Ford Foundation, Frank Simoes, Gautam Singhania, Kersy Katrak, Mohammed Khan, Planning Commission, Southeast Asian, Gurcharan Das, Hindustan Thompson Associates, Vergil Reed, Walter Benjamin, Dipesh Chakrabarty, George Fernandes, Pierre Bourdieu, Rajiv Gandhi, Swadeshi Jagaran Manch New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Surprise Me!
Citations (learn more)
This book cites 100
books:
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2
books
cite this book:
- Image Journeys by Christiane Brosius on 4 pages
- Asian Media Productions (Consumasian Book Series) by Brian Moeran in Back Matter (1), Back Matter (2), and Back Matter (3)
- Consuming Modernity: Public Culture in a South Asian World by Carol A. Breckenridge in Back Matter (1), Back Matter (2), and Back Matter (3)
- White Noise (Contemporary American Fiction) by Don DeLillo in Back Matter (1), and Back Matter (2)
- The Social Life of Things: Commodities in Cultural Perspective (Cambridge Studies in Social and Cultural Anthropology) by Arjun Appadurai in Back Matter (1), and Back Matter (2)
See all 100 books this book cites
- E.T. Culture: Anthropology in Outerspaces by Debbora Battaglia in Back Matter
- The Making of Neoliberal India: Nationalism, Gender, and the Paradoxes of Globalization by Rupal Oza in Back Matter
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