{"id":39,"date":"2012-06-04T19:38:52","date_gmt":"2012-06-05T02:38:52","guid":{"rendered":"http:\/\/blogs.unsw.edu.au\/marketinginasia\/?p=39"},"modified":"2012-06-04T19:41:47","modified_gmt":"2012-06-05T02:41:47","slug":"indian-consumer-kaun-hai-who-is-the-indian-consumer","status":"publish","type":"post","link":"https:\/\/blogs.unsw.edu.au\/marketinginasia\/blog\/2012\/06\/indian-consumer-kaun-hai-who-is-the-indian-consumer\/","title":{"rendered":"Indian Consumer Kaun Hai? [Who is the Indian Consumer?]"},"content":{"rendered":"

\"\"<\/p>\n

In this<\/a> forthcoming article,\u00a0Julien\u00a0Cayla<\/strong> and Mark Elson<\/strong> analyze how\u00a0advertising executives and other cultural producers, such as magazine\u00a0editors, try to answer the question \u2018\u2018Indian consumer kaun hai?\u2019\u2019 (Who\u00a0is the Indian consumer?) while trying to\u00a0develop narratives that can represent Indian ways of living.<\/p>\n

In a\u00a0country as diverse as India, this is an extremely difficult task.\u00a0Drawing from a content analysis of the Hindi and English versions of\u00a0India Today as well as interviews with Indian advertising executives,\u00a0the authors detail how cultural producers imagine Indian consumers.<\/p>\n

This work illuminates the striking differences, between the imagined\u00a0cultural world of the English speaking elite, and their vernacular\u00a0counterparts. By showing the importance of the English language, and\u00a0Western cultural references in indexing the \u2018\u2018modern Indian,\u2019\u2019 this\u00a0work contributes to macromarketing efforts to study globalization and\u00a0its effects.<\/p>\n","protected":false},"excerpt":{"rendered":"

In this forthcoming article,\u00a0Julien\u00a0Cayla and Mark Elson analyze how\u00a0advertising executives and other cultural producers, such as magazine\u00a0editors, try to answer the question \u2018\u2018Indian consumer kaun hai?\u2019\u2019 (Who\u00a0is the Indian consumer?) while trying to\u00a0develop narratives that can represent Indian ways of living. In a\u00a0country as diverse as India, this is an extremely difficult task.\u00a0Drawing from a […]<\/p>\n","protected":false},"author":574,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[15209,12812,15208,15207],"class_list":["post-39","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-advertising","tag-india","tag-indian-consumers","tag-marketing-in-india"],"_links":{"self":[{"href":"https:\/\/blogs.unsw.edu.au\/marketinginasia\/wp-json\/wp\/v2\/posts\/39","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.unsw.edu.au\/marketinginasia\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.unsw.edu.au\/marketinginasia\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.unsw.edu.au\/marketinginasia\/wp-json\/wp\/v2\/users\/574"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.unsw.edu.au\/marketinginasia\/wp-json\/wp\/v2\/comments?post=39"}],"version-history":[{"count":8,"href":"https:\/\/blogs.unsw.edu.au\/marketinginasia\/wp-json\/wp\/v2\/posts\/39\/revisions"}],"predecessor-version":[{"id":70,"href":"https:\/\/blogs.unsw.edu.au\/marketinginasia\/wp-json\/wp\/v2\/posts\/39\/revisions\/70"}],"wp:attachment":[{"href":"https:\/\/blogs.unsw.edu.au\/marketinginasia\/wp-json\/wp\/v2\/media?parent=39"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.unsw.edu.au\/marketinginasia\/wp-json\/wp\/v2\/categories?post=39"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.unsw.edu.au\/marketinginasia\/wp-json\/wp\/v2\/tags?post=39"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}