Introduction
I: LIFESTYLE CHOICES AND CONSTRUCTION OF MODERNIST IDENTITIES
The Rich and the Super-Rich: Mobility, Consumption and Luxury Lifestyles Mike Featherstone
Shop Talk: Shopping Malls and Their Publics Sanjay Srivastava
Consumer Agency of Urban Women in India Shelly Pandey
Modernity, Consumer Culture and Construction of Urban Youth Identity in India: A Disembedding Perspective Nita Mathur
Imagining Identity in the Age of Internet and Communication Technologies Robert Rattle
II: GLOBAL MARKETS, LOCAL NEEDS: FASHION AND ADVERTISING
Structural Changes Rather than the Influence of Media: People's Encounter with Economic Liberalization in India Steve Derné, Meenu Sharma and Narendra Sethi
Fashion, Advertising and Identity in the Consumer Society Douglas Kellner
Cultural Politics of Branding: Promoting ‘KamaSutra’ in India William Mazzarella
Shopping for Fashions in Post-socialist Russia Olga Gurova
Sales Tours or How Czech Seniors Learned to Love Capitalism Marketa Rulikova
III:SUBALTERN CONCERNS AND MORAL SUBJECTIVITIES
Politics of Consumption, Politics of Justice: The Political Investment of the Consumer Roberta Sassatelli
Ethical Consumption in the Global Age: Coffee’s Promise of a Better World Nicki Lisa Cole
Consumer Culture and Turkish Poor Youth’s Identity: Issues of Vulnerability and Exclusion Melike Aktas Yamanoglu
Index

This book offers analysis of articulation of consumer culture and modernity in everyday lives of people in a transnational framework. It pursues three broad themes: lifestyle choices and construction of modern identities; fashion and advertising; and subaltern concerns and moral subjectivities. It juxtaposes empirical studies with theoretical traditions in addressing questions such as: How do people imagine modernity and identity in consumer culture? What does modernity or ‘being modern’ mean to people in different societies? Are modernity and tradition antithetical to or develop an interface with each other? The chapters in the book trace manifestations and trajectories of consumer culture and modernity as they connect to develop a sense of renewed identity.