Publications

Shoveling Smoke: Advertising and Globalization in India

Mazzarella, William

1997 IDRF Fellow William Mazzarella traces the rise in India during the 1980s of mass consumption as a self-consciously sensuous challenge to the austerities of state-led developmentalism. An examination of the complex cultural politics of mass consumerism in a globalized marketplace, Shoveling Smoke is a pathbreaking and detailed ethnography of the contemporary Indian advertising industry. It is also a critical and innovative intervention into current theoretical debates on the intersection of consumerist globalization, aesthetic politics, and visual culture. Buy from Amazon

Published: Duke University Press, 2003

ISBN: 978-0822331452

Citation: Mazzarella, William, Shoveling Smoke: Advertising and Globalization in India (Raleigh-Durham, NC: Duke University Press, 2003).

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Shoveling Smoke: Advertising and Globalization in India