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Books > Language & Literature > Literature: history & criticism > Literary studies > From 1900
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Critical Branding - Postcolonial Studies and the Market (Paperback)
Loot Price: R1,271
Discovery Miles 12 710
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Critical Branding - Postcolonial Studies and the Market (Paperback)
Series: Routledge Research in Postcolonial Literatures
Expected to ship within 12 - 17 working days
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Critical Branding: Postcolonial Studies and the Market provides an
original answer to what Sarah Brouillette has called postcolonial
studies' 'longstanding materialist challenge', illuminating the
relationship between what is often broadly called 'the market' and
the practice and positionality of postcolonial critics and their
field, postcolonial studies. After much attention has been paid to
the status of literary writers in markets, and after a range of
sweeping attacks against the field for its alleged 'complicity'
with capitalism, this study takes the crucial step of
systematically exploring the engagement of postcolonial critics in
market practice, substituting an automatic sense of accusation
(Dirlik), dread (Westall; Brouillette), rage (Young; Williams), or
irony (Huggan; Ponzanesi; Mendes) with a nuanced exploration and
critique. Bringing together concepts from business studies,
postcolonial studies, queer studies, and literary and cultural
studies in an informed way, Critical Branding sets on a thorough
theoretical footing a range of categories that, while increasingly
current, remain surprisingly obscure, such as the market, market
forces, and branding. It also provides new concepts with which to
think the market as a dimension of practice, such as brand
narratives, brand acts, and brand politics. At a time when the
marketisation of the university system and the resulting effects on
academics are much on our minds, Critical Branding is a timely
contribution that explores how diversely postcolonial studies and
the market intersect, for better and for worse.
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