Critical Branding : Postcolonial Studies and the Market (Routledge Research in Postcolonial Literatures)

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Critical Branding : Postcolonial Studies and the Market (Routledge Research in Postcolonial Literatures)

Koegler, Caroline

ウェブストア価格 ¥39,592（本体¥35,993）
Routledge（2018/03発売）
外貨定価 US$ 190.00
ポイント 359pt

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製本 Hardcover:ハードカバー版／ページ数 228 p.
言語 ENG
商品コード 9781138502222
DDC分類 809.933553

Full Description

Critical Branding: Postcolonial Studies and the Market provides an original answer to what Sarah Brouillette has called postcolonial studies' 'longstanding materialist challenge', illuminating the relationship between what is often broadly called 'the market' and the practice and positionality of postcolonial critics and their field, postcolonial studies. After much attention has been paid to the status of literary writers in markets, and after a range of sweeping attacks against the field for its alleged 'complicity' with capitalism, this study takes the crucial step of systematically exploring the engagement of postcolonial critics in market practice, substituting an automatic sense of accusation (Dirlik), dread (Westall; Brouillette), rage (Young; Williams), or irony (Huggan; Ponzanesi; Mendes) with a nuanced exploration and critique. Bringing together concepts from business studies, postcolonial studies, queer studies, and literary and cultural studies in an informed way, Critical Branding sets on a thorough theoretical footing a range of categories that, while increasingly current, remain surprisingly obscure, such as the market, market forces, and branding. It also provides new concepts with which to think the market as a dimension of practice, such as brand narratives, brand acts, and brand politics. At a time when the marketisation of the university system and the resulting effects on academics are much on our minds, Critical Branding is a timely contribution that explores how diversely postcolonial studies and the market intersect, for better and for worse.

List of Figures

Acknowledgments

Introduction

PART I

Consolidating Postcolonialism

1 Reading the Longstanding Materialist Challenge

PART II

Reworking the Market

2 The Market: Permeation

3 Marketisation: Differentiation

4 The Brand Becomes the Product: Transformation

5 (Self-)Branding: Materialisation

PART III

Branding Postcolonialism

6 If You Don't Brand Postcolonialism, Someone Else Will

7 Anti-capitalism as a Brand Narrative

A Conclusion in Five Brand Acts

Works Cited

Index