Nationalisms and popular aesthetics post 1992 print and television advertisements

Abstract

This research aims to analyse the appropriation of Hindutva and Hindutva newlinereconstruction of gender, identity, and nation in relation to globalisation in newlineadvertisement as a generic site for contests of nationalisms in post-1992 India. I newlineshall critically look into the ongoing cultural debates with regard to two contesting newlineideological representations of nationalisms, namely secular nationalism and newline communal nationalism to form the theoretical basis of appropriation of Hindutva newlinereconstruction of Categories mentioned above. The present study looks into the newlineparadoxical ways in which the idea of nationalism in contemporary India adjusts itself newlineto the concept of globalization even as it continues to adhere to the colonial agenda newlineof casting Indianness and identities into the framework of a western concept of newline nation and nationality initiated during the period of the Raj. newlineAdvertisements seem to recycle the stereotypes as well as the contestations newlineregarding the western colonial framing of the Indian nation as a homogeneous newlinecategory. Select advertisements are analysed in different chapters of this thesis to newlineshow how the identities of Indian femininity, masculinity and the cultural other is newlinecreated in conjunction with the spatial strategies of the Hindutva politics negating the newlinesecular nationalist concerns so remained at the core of Indian s official policy newlineregarding the nation. newline