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This book examines the complexities of lifestyles of the upwardly mobile middle classes in India in the context of economic liberalisation in the new millennium, by analysing new social formations and aspirations, modes of consumption and ways of being in contemporary urban India.
Rich in ethnographic material, the work is based on empirical case-studies, research material, and illustrations. Offering a model of how urban cosmopolitan India might be studied and understood in a transnational and transcultural context, the book takes the reader through three panoramic landscapes: new ‘world-class’ real estate advertising, a unique religious leisure site ― the Akshardham Cultural Complex, and the world of themed weddings and beauty/wellness, all responses to India’s new middle classes’ tryst with cosmopolitanism.
The work will be of particular interest to scholars and researchers in sociology, South Asian studies, media studies, anthropology and urban studies as also those interested in religion, performance and rituals, diaspora, globalisation and transnational migration.
- Sales Rank: #3431402 in Books
- Published on: 2014-03-27
- Original language: English
- Number of items: 1
- Dimensions: 8.42" h x 1.11" w x 5.52" l, 1.02 pounds
- Binding: Paperback
- 416 pages
Review
‘Offering a wealth of data on visual, cultural and spatial practices in urban India . . . [this] is a valuable addition to works on globalisation in India.’ ― Economic and Political Weekly
‘[A] book of extraordinary depth and range.’ ― Biblio
‘[Brosius] takes us beyond the frequently-discussed role of electronic mass media and Bollywood and analyses quotidian encounters in urban spaces, billboards and popular performances as sites for the production of the "new India".’ ― South Asia: Journal of South Asian Studies
‘An insightful and well-written account of an under-researched topic.’ ― International Quarterly for Asian Studies
‘[T]he book is an enriching and enjoyable ethnographic reading, especially due to the lucid and fluid quality of writing.’ ― Ethnos: Journal of Anthropology
About the Author
Christiane Brosius is Professor of Visual and Media Anthropology at the Cluster of Excellence ‘Asia and Europe in a Global Context: Shifting Asymmetries in Cultural Flows’, Heidelberg University.
Most helpful customer reviews
0 of 1 people found the following review helpful.
Anatomical research sans functionality of the Contemporary Middle Class
By Rakesh Gupta
The level of research from the common place hoardings, advertisements, reading of secondary literature, interviews and social science academic literature for a decade make this book a four star one even if it remains at a discursive common sense pedestrian level of the extrovert gaze. The Indian middle class' new primordial rootedness is examined through its spirituality symbolised by hierarchical ACC and middle class' perfunctory observation of rituals on important occasions of consumptionist bloating and its cosmos of inward enclave gaze in real estate housing exclusivity, architectural nostalgia of historical regalia and Dubaisation. Personally, it is a serious book for its recognition of Indian research available on international circuits and Indian writings on India's social and physical landscape to derive the position of hybridity of the Neo liberal middle class at once Glocal, global and local with all their hierarchies. It's first part is serious also for the research on historical parallels with urban histories of European centres in colonial and post communist times. It adds a flavour to its arguments through reference to some past and mid 1990s Hindi films. Gurgaon, Noida high rise, malls and life styles therein come in as part of what the author calls inverted gaze to be both cosmopolitan and Indian. It's review of the Indian middle class could go further down the historical lane beyond Pawan Verma to buttress the argument that she is building up about the imaginary, inverted Gaze and consumptionist. It is a pity that the functionality of the middle class is absent, even if this is supposedly an anatomical exercise-minus flesh and blood of functionality.
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