Imagining India: The Nation as a Brand
This thesis critically analyzes the phenomenon of nation branding as a technique of neocolonial governmentality. The study focuses on Brand India - postcolonial India’s attempt to imagine the nation and its people through the discourse of branding. I argue that India’s nation branding exercise holl...
| Main Author: | |
|---|---|
| Other Authors: | |
| Language: | en_ca |
| Published: |
2011
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/1807/30097 |
| Summary: | This thesis critically analyzes the phenomenon of nation branding as a technique of neocolonial governmentality. The study focuses on Brand India - postcolonial India’s attempt to imagine the nation and its people through the discourse of branding. I argue that India’s nation branding exercise hollows out the postcolonial imagination so that the nation can now only be imagined through a language and within a framework ‘always-already’ constituted for the postcolony. This thesis builds on Michel Foucault’s analysis of governmentality and utilizes a postcolonial framework, to show that when the practice of nation branding is applied to a postcolonial nation, it works to reinscribe the colonial legacy and reaffirm colonial power relations |
|---|