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
| Identifer | oai:union.ndltd.org:TORONTO/oai:tspace.library.utoronto.ca:1807/30097 |
| Date | 29 November 2011 |
| Creators | Mehta-Karia, Sheetal |
| Contributors | Delhi, Kari |
| Source Sets | University of Toronto |
| Language | en_ca |
| Detected Language | English |
| Type | Thesis |
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