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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 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

Identiferoai:union.ndltd.org:TORONTO/oai:tspace.library.utoronto.ca:1807/30097
Date29 November 2011
CreatorsMehta-Karia, Sheetal
ContributorsDelhi, Kari
Source SetsUniversity of Toronto
Languageen_ca
Detected LanguageEnglish
TypeThesis

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