Nationalism and Ideology in an Anticonsumption Movement

Volume: 36, Issue: 4, Pages: 686 - 700
Published: Dec 1, 2009
Abstract
In this research we examine the role of the nationalist ideology of swadeshi in a contemporary anticonsumption movement and show that its deployment is linked to the experiences of colonialism, modernity, and globalization in India. Specifically, we offer a postcolonial understanding of reflexivity and nationalism in an anticonsumption movement opposing Coca-Cola in India. This helps us offer an interpretation of this consumer movement involving...
Paper Details
Title
Nationalism and Ideology in an Anticonsumption Movement
Published Date
Dec 1, 2009
Volume
36
Issue
4
Pages
686 - 700
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