TY  - BOOK
AU  - Mathur, Nita
TI  - Consumer Culture, Modernity and Identity
T2  - SAGE eVidya
SN  - 9788132118244
AV  - HM479.B68 
U1  - 301.092 
PY  - 2013///
CY  - India
PB  - SAGE Publications
KW  - Cultural Studies
KW  - Sociology of Culture
N1  - Includes bibliographical references and index
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
UR  - https://evidya.sagepub.in/library/consumer-culture-modernity-and-identity?bookId=2603&siteName=evidya
ER  -