TY  - BOOK
AU  - Mathur, Nita Ed.
TI  - Consumer culture, modernity and identity
SN  - 978-8132111276
U1  - 306.3 CON 
PY  - 2014///
CY  - New Delhi
PB  - Sage Pub.
KW  - Social stratification
KW  - Consumers
KW  - Consumption (Economics)--Social aspects
KW  - Group identity
KW  - Culture
N1  - Shanthi/IN2433/07-03-16 Rs.950/-; I: Lifestyle Choices and Construction of Modernist Identities
II: Global Markets, Local Needs: Fashion and Advertising
III:Subaltern Concerns and Moral Subjectivities
N2  - This book offers analysis of articulation of consumer culture and modernity in everyday lives of people in a transnational framework. It pursues three broad themes: lifestyle choices and construction of modern identities; fashion and advertising; and subaltern concerns and moral subjectivities. It juxtaposes empirical studies with theoretical traditions in addressing questions such as: How do people imagine modernity and identity in consumer culture? What does modernity or ‘being modern’ mean to people in different societies? Are modernity and tradition antithetical to or develop an interface with each other? The chapters in the book trace manifestations and trajectories of consumer culture and modernity as they connect to develop a sense of renewed identity
ER  -