By Nandini Gooptu

ISBN-10: 1138087025

ISBN-13: 9781138087026

ISBN-10: 1138653349

ISBN-13: 9781138653344

The advertising of an company tradition and entrepreneurship in India in contemporary many years has had far-reaching implications past the economic system, and remodeled social and cultural attitudes and behavior. This ebook brings jointly pioneering examine at the nature of India’s firm tradition, masking more than a few assorted issues: place of work, schooling, faith, exchange, motion pictures, media, early life id, gender relatives, classification formation and concrete politics.

Based on vast empirical and ethnographic research by way of the participants, the publication indicates the myriad manifestations of firm tradition and the making of the aspiring, enterprising-self in public tradition, social perform, and private lives, starting from makes an attempt to build hegemonic principles in public discourse, to appropriation by way of contributors and teams with accidental effects, to kinds of contested and contradictory expression. It discusses what's ‘new’ approximately firm tradition and the way it pertains to pre-existing principles, and is going directly to examine the strategies and mechanisms in which company tradition is turning into entrenched, in addition to the way it impacts various periods and groups. The publication highlights the social and political implications of firm tradition and the way it recasts kinfolk and interpersonal relationships in addition to own and collective id.

Illuminating some of the most very important elements of India’s present monetary and social transformation, this booklet is of curiosity to scholars and students of Asian enterprise, Sociology, Anthropology, Development stories and Media and Cultural Studies.

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Enterprise Culture in Neoliberal India: Studies in Youth, Class, Work and Media (Routledge Contemporary South Asia Series) by Nandini Gooptu

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