سیاست‌های زمان و جوانی در برند هند: چانه‌زنی با سرمایه

This book traces the heightened time-consciousness that has emerged since the 1990s in popular Indian discourses – across cinema, television, print and consumer culture – and argues that these anxieties concerning time are symptomatic of the struggle between labor and capital. Drawing on critical theory, cinema and media studies and Marxist-feminist concepts, Kapur shows how the recent political-economic shift in India toward neoliberalism has been accompanied by a new emphasis on youth and a preoccupation with change, novelty and the acceleration of time, with profound consequences for conceptions of time, youth and the relations between generations. | Has India's shift to neoliberalism since the 1990s led to a heightened awareness of time and its passing, an intense preoccupation with youth, and anxieties over the relations between generations? 'The Politics of Time and Youth in Brand India' discusses the politics of time that have emerged in popular discourses across cinema, television, print and consumer culture, arguing that contests over conceptions of time are, in fact, sites of battle between labour and capital. Kapur shows how the recent political-economic shift in India is accompanied by a new emphasis on youth and a preoccupation with change, novelty and the acceleration of time. This perception of time is examined through an interdisciplinary approach, drawing on critical theory and cinema and media studies, as well as two concepts from Marxist-feminist theory. The first focuses on the notion of capitalist development as a systemic form of underdevelopment, which perpetuates a radicalised individualism while simultaneously erasing selfhood, as each life-time is reduced to homogenous, commodified units of time, each with a varying price dependent upon one's position in the market. The second is the critique of the time-orientation of capitalism and its promise of freedom through novelty where, in fact, its reliance upon a system of private accumulation based on exploitation favours calculations of profits in the present over investing in the future. Together, these approaches shed light on India's contemporary cultural politics, explaining how the country's shift to neoliberalism is deeply intertwined with profound conflicts over conceptions of time, youth and the relations between generations. The Politics of Time and Youth in Brand India_9780857281098 1 Title 3 Copyright 4 CONTENTS 7 ACKNOWLEDGMENTS 9 Introduction AFTER ME THE FLOOD 11 Marxist Theory and Anti-capitalist Time-Orientation 14 The Time of Capital and the Time of Parenting 19 Arrested Development and the Dispossession of Lifetime 22 Capitalism and Childhood 23 Reading Cultural Texts 25 The Battle at Home and in the Market 26 The Book in Outline 27 Chapter 1 BRAND INDIA’S BIGGEST SALE: THE CULTURAL POLITICS AND POLITICAL ECONOMY OF INDIA’S “GLOBAL GENERATION” 31 Reproducing Future Labor: The Home and the Market 36 Staging the “Global Generation”: The Class Politics of Brand India 43 Labor and Consumption within the Family 46 Global Brands and Traditional Hierarchies 47 Commodity Culture and the Battle between Generations 48 Shopping is a Patriotic Duty 51 The Labor of Childhood 53 Youth for Sale 53 Capitalism and the Politics of Generations 54 Chapter 2 ARRESTED DEVELOPMENT AND THE MAKING OF A NEOLIBERAL STATE 59 The Neoliberal State and the Rise of the Economic Individual 62 The Making of a Neoliberal State: A Brief Outline 63 At War, Within and Without: The Bourgeois Subject of Neoliberalism 64 Time-Consciousness and the Neoliberal Subject 72 Profits without Guilt 77 Accumulation by Dispossession and the Amoral Individual 78 India Inc. and the Hollowing Out of Citizenship 79 Chapter 3 FOR SOME DREAMS A LIFETIME IS NOT ENOUGH: THE RASA AESTHETIC AND THE EVERYDAY IN NEOLIBERALISM 83 The Temporal Patterns of Pavitra Rishta 86 Television Melodrama and Women’s Domestic Labor 93 The Everyday in Capitalism 95 Future Denial 97 Deferred Endings and Neoliberalism 98 Inner Engineering and the Self and World as Maya 99 Between the Old and the New: Class, Gender and the Implosion of the Middle-Class Family 99 Chapter 4 AN “ARRANGED LOVE” MARRIAGE: INDIA’S NEOLIBERAL TURN AND THE BOLLYWOOD WEDDING CULTURE INDUSTRY 103 Chapter 5 EK HASEENAH THI (THERE ONCE WAS A MAIDEN): THE VANISHING MIDDLE CLASS AND OTHER NEOLIBERAL THRILLS 117 CONCLUSION 131 NOTES 137 Introduction After Me the Flood 137 Chapter 1 Brand India’s Biggest Sale: The Cultural Politics and Political Economy of India’s “Global Generation” 138 Chapter 2 Arrested Development and the Making of a Neoliberal State 139 Chapter 3 For Some Dreams a Lifetime is Not Enough: The Rasa Aesthetic and the Everyday in Neoliberalism 140 Chapter 4 An “Arranged Love” Marriage: India’s Neoliberal Turn and the Bollywood Wedding Culture Industry 141 Chapter 5 Ek Haseenah Thi (There Once Was a Maiden): The Vanishing Middle Class and Other Neoliberal Thrills 141 Conclusion 141 REFERENCES 143 Audiovisual Sources 143 Textual Sources 144 INDEX 155 Introduction: After Me The Flood -- Brand India's Biggest Sale : The Cultural Politics And Political Economy Of India's Global Generation -- Arrested Development And The Making Of A Neoliberal State -- For Some Dreams A Lifetime Is Not Enough : The Rasa Aesthetic And The Everyday In Neoliberalism -- An Arranged Love Marriage : India's Neoliberal Turn And The Bollywood Wedding Culture Industry -- Ek Haseenah Thi (there Once Was A Maiden) : The Vanishing Middle Class And Other Neoliberal Thrills -- Conclusion. Jyotsna Kapur. Includes Bibliographical References (pages 133-143) And Index. A study of the profound preoccupation with time, youth and the relationship between generations in contemporary popular Indian media culture, this book suggests that the politics of time is a manifestation of the radicalised war between labour and capital inherent in India's shift to neoliberalism since the 1990s