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Refashioning India: Gender, Media, and a Transformed Public Discourse

Maitrayee Chaudhuri (Author)

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.

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About the author

Maitrayee Chaudhuri

Maitrayee Chaudhuri teaches Sociology at the Centre for the Study of Social Systems, School of Social Sciences, Jawaharlal Nehru University, New Delhi. She has written widely on different aspects of gender studies. Her earlier works include The Indian Women's Movement: Reform and Revival and The Practice of Sociology. Her current research interests are cultural and political aspects of globalization, and pedagogical questions.

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Bibliographic information

Title Refashioning India: Gender, Media, and a Transformed Public Discourse
Format Hardcover
Date published: 13.10.2017
Edition 1st. ed.
Language: English
isbn 9789386689009
length x+325p., Illustrations Black and White; 23cm.