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This book examines the emergence of professional advertising in
western India during the interwar period. It explores the ways in
which global manufacturers advanced a 'brand-name capitalism' among
the Indian middle class by promoting the sale of global commodities
during the 1920s and 1930s, a time when advertising was first
introduced in India as a profession and underwent critical
transformations. Analysing the cultural strategies, both verbal and
visual, used by foreign businesses in their advertisements to
capture urban consumers, Haynes argues that the promoters of
various commodities crystalized their campaigns around principles
of modern conjugality. He also highlights the limitations of
brand-name capitalism during this period, examining both its
inability to cultivate markets in the countryside or among the
urban poor, and its failure to secure middle-class customers. With
numerous examples of illustrated advertisements taken from Indian
newspapers, the book discusses campaigns for male sex tonics and
women's medicines, hot drinks such as Ovaltine and Horlicks, soaps
such as Lifebuoy, Lux and Sunlight, cooking mediums such as Dalda
and electrical household technologies. By examining the formation
of 'brand-name capitalism' and two key structures that accompanied
it- the advertising agency and the field of professional
advertising- this book sheds new light on the global consumer
economy in interwar India, and places developments in South Asia
into a larger global history of consumer capitalism.
Sex has no history, but sexual science does. Starting in the late
nineteenth century, people all over the world suddenly began to
insist that understandings of sex be based on science. As Japanese
and Indian sexologists influenced their German and American
counterparts, and vice versa, sexuality, modernity, and imaginings
of exotified "Others" became intimately linked. The first anthology
to provide a worldwide perspective on the birth and development of
the field, A Global History of Sexual Science contends that actors
outside of Europe-in Asia, Latin America, and Africa-became
important interlocutors in debates on prostitution, birth control,
and transvestism. Ideas circulated through intellectual exchange,
travel, and internationally produced and disseminated publications.
Twenty scholars tackle specific issues, including the female orgasm
and the criminalization of male homosexuality, to demonstrate how
concepts and ideas introduced by sexual scientists gained currency
throughout the modern world.
This book charts the history of artisan production and marketing in
the Bombay Presidency from 1870 to 1960. While the textile mills of
western India's biggest cities have been the subject of many rich
studies, the role of artisan producers located in the region's
small towns have been virtually ignored. Based upon extensive
archival research as well as numerous interviews with participants
in the handloom and powerloom industries, this book explores the
role of weavers, merchants, consumers, and laborers in the making
of what the author calls "small-town capitalism." By focusing on
the politics of negotiation and resistance in local workshops, the
book challenges conventional narratives of industrial change. The
book provides the first in-depth work on the origins of powerloom
manufacture in South Asia. It affords unique insights into the
social and economic experience of small-town artisans as well as
the informal economy of late colonial and early post-independence
India.
Sex has no history, but sexual science does. Starting in the late
nineteenth century, people all over the world suddenly began to
insist that understandings of sex be based on science. As Japanese
and Indian sexologists influenced their German and American
counterparts, and vice versa, sexuality, modernity, and imaginings
of exotified "Others" became intimately linked. The first anthology
to provide a worldwide perspective on the birth and development of
the field, A Global History of Sexual Science contends that actors
outside of Europe-in Asia, Latin America, and Africa-became
important interlocutors in debates on prostitution, birth control,
and transvestism. Ideas circulated through intellectual exchange,
travel, and internationally produced and disseminated publications.
Twenty scholars tackle specific issues, including the female orgasm
and the criminalization of male homosexuality, to demonstrate how
concepts and ideas introduced by sexual scientists gained currency
throughout the modern world.
This book examines the emergence of professional advertising in
western India during the interwar period. It explores the ways in
which global manufacturers advanced a ‘brand-name capitalism’
among the Indian middle class by promoting the sale of global
commodities during the 1920s and 1930s, a time when advertising was
first introduced in India as a profession and underwent critical
transformations. Analysing the cultural strategies, both verbal and
visual, used by foreign businesses in their advertisements to
capture urban consumers, Haynes argues that the promoters of
various commodities crystalized their campaigns around principles
of modern conjugality. He also highlights the limitations of
brand-name capitalism during this period, examining both its
inability to cultivate markets in the countryside or among the
urban poor, and its failure to secure middle-class customers. With
numerous examples of illustrated advertisements taken from Indian
newspapers, the book discusses campaigns for male sex tonics and
women’s medicines, hot drinks such as Ovaltine and Horlicks,
soaps such as Lifebuoy, Lux and Sunlight, cooking mediums such as
Dalda and electrical household technologies. By examining the
formation of ‘brand-name capitalism’ and two key structures
that accompanied it- the advertising agency and the field of
professional advertising- this book sheds new light on the global
consumer economy in interwar India, and places developments in
South Asia into a larger global history of consumer capitalism.
Riots, rebellions, and revolutions have always captured our
attention. But moments of upheaval do not contrast as strongly with
"normal" times as many social historians, sociologists, and
political scientists have assumed. Offering examples from South
Asia, these essays examine subtle forms of the "everyday
resistance" and varieties of the everyday use of power that mark
the patterns of ordinary life in the region. These essays are part
of a larger effort to understand the history of subordination in
India. They focus on peasants and urban laborers, courtesans and
merchants, sometimes employing unconventional sources and methods.
By depicting a rich variety of non-confrontational forms of
resistance and contestatory behaviors, the authors challenge our
usual assumptions about the overt nature of resistance to dominant
powerholders. Taken together, the essays suggest that we must
consider a much wider range of socio-cultural practices if we wish
to understand how the world of dominated groups is constrained,
modified, and conditioned by power relations. Identifying the
"everydayness" of resistance in social life thus reveals a social
structure formed from a constellation of contradictory and
contestatory processes, rather than a seamless, functional whole.
At the same time, struggle is portrayed as something that is
constantly being conditioned by the structures of social and
political power. As the editors note, "neither domination nor
resistance is autonomous; the two are entangled together so that it
becomes difficult to analyze one without discussing the effects of
the other".
This book charts the history of artisan production and marketing in
the Bombay Presidency from 1870 to 1960. While the textile mills of
western India's biggest cities have been the subject of many rich
studies, the role of artisan producers located in the region's
small towns have been virtually ignored. Based upon extensive
archival research as well as numerous interviews with participants
in the handloom and powerloom industries, this book explores the
role of weavers, merchants, consumers and laborers in the making of
what the author calls 'small-town capitalism'. By focusing on the
politics of negotiation and resistance in local workshops, the book
challenges conventional narratives of industrial change. The book
provides the first in-depth work on the origins of powerloom
manufacture in South Asia. It affords unique insights into the
social and economic experience of small-town artisans as well as
the informal economy of late colonial and early post-independence
India.
This book explores the rhetoric and ritual of Indian elites
undercolonialism, focusing on the city of Surat in the Bombay
Presidency. It particularly examines how local elites appropriated
and modified the liberal representative discourse of Britain and
thus fashioned a "public' culture that excluded the city's
underclasses. Departing from traditional explanations that have
seen this process as resulting from English education or radical
transformations in society, Haynes emphasizes the importance of the
unequal power relationship between the British and those Indians
who struggled for political influence and justice within the
colonial framework. A major contribution of the book is Haynes'
analysis of the emergence and ultimate failure of Ghandian cultural
meanings in Indian politics after 1923.
The book addresses issues of importance to historians and
anthropologists of India, to political scientists seeking to
understand the origins of democracy in the "Third World," and
general readers interested in comprehending processes of cultural
change in colonial contexts.
To people operating in India's economy, actually existing markets
are remarkably different from how planners and academics conceive
them. From the outside, they appear as demarcated arenas of
exchange bound by state-imposed rules. As historical and social
realities, however, markets are dynamic, adaptative, and ambiguous
spaces. This book delves into this intricate context, exploring
Indian markets through the competition and collaboration of those
who frame and participate in markets. Anchored in vivid case
studies - from colonial property and advertising milieus to today's
bazaar and criminal economies - this volume underlines the friction
and interdependence between commerce, society, and state.
Contributors from history, anthropology, political economy, and
development studies synthesize existing scholarly approaches, add
new perspectives on Indian capitalism's evolution, and reveal the
transactional specificities that underlie the real-world
functioning of markets.
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