Isbn: 9788176464697 - brand india: master images and narratives in the backdrop of globalism (2 Ergebnisse)

Zustand: New. pp. xiii + 282.

Hardbound. Zustand: As New. New. Contents Preface. 1. Introduction fabricating a nation. 2. Spiritual India the Dharma Kshetra. 3. Feminization of India Virata Deha of Bharat Mata. 4. The Englishing of India Chhappan Bhog on a Platter. 5. Conclusion fabricating a country in the age of globalism. Bibliography. Appendix. Index. Being precisely located no nation escapes positioning in the global order. And a nation inevitably sells itself before it sells its products. Brand India is about how India has marketed itself to the west/rest. This begins with a process of self definition constructing accumulative narratives of images origins and essences. Definitions are differential and they show that nations are matchless on the globe. National definitions are also dynamic incessant and each narrative is a chronoscopic freeze of the nation's current meaningfulness. If we were to thus ask the question What is India of the many answers one would be that India is spiritual a definition classically antique and stylishly modern. India is also mother recently transformed into Miss India is also the land of deva bhasa Sanskrit banished by loka bhasas vernaculars banished by Hindi/Hindustani and lately by the world conquering jag bhasa English. National definitions are constructed in communal history philosophy culture and literature and are thus initiations into post colonial literary studies. One is not to suppose that such narratives are topics of impenetrable academics. For when they shift from the textual to the actual abstract to material they redefine the country as a brand. Thus brand India has its TINA (There Is No Alternative) factor imparting value to all its products. So now if we question why India after selling Yoga for ages is also selling cars or is becoming the current investment destination or why Indian English is accentuated in call centres we find that another master narrative of India is being fabricated. It is a narrative of materiality making India the global flavour of the season. 282 pp. …