{"product_id":"refashioning-india","title":"Refashioning India","description":"In 1991, the Indian state’s new economic policies led to a greater role of the market. A public discourse that had till then been defined by self-reliance, equity and austerity had to be refashioned. The Indian middle class learnt that ‘thrift’ was not a virtue, and ‘shopping was legitimate pleasure’. This period witnessed other significant developments: the rise of Hindutva; assertion of marginalised castes; and increasing institutionalisation of feminism. The book details how consumerism, combined with ideas of individualism, empowerment and choice in a contemporary public culture, paved the way for an instant, feel-good, and then aggressive nationalism. The chapters offer detailed studies of advertisements; everyday details in the English-language print media; the communicative abundance of television; the dangers of instant access and unequal ignorance; and the dynamics of a transformed public sphere.","brand":"Gardners","offers":[{"title":"Default Title","offer_id":57495534436725,"sku":"9789369735396","price":30.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9789369735396.jpg?v=1786618197","url":"https:\/\/backstory.london\/products\/refashioning-india","provider":"Backstory","version":"1.0","type":"link"}