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Critical branding : postcolonial studies and the market

Author: Caroline Koegler
Publisher: New York, NY ; Abingdon, Oxon : Routledge, 2018.
Series: Routledge research in postcolonial literatures, 60.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: (OCoLC)1016926892
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Caroline Koegler
ISBN: 9781315144825 1315144824 9781351384506 1351384503
OCLC Number: 1028747404
Description: 1 online resource.
Contents: Cover; Half Title; Title Page; Copyright Page; Contents; List of Figures; Acknowledgements; Introduction; PART I: Consolidating Postcolonialism; 1 Reading the Longstanding Materialist Challenge; The Question of Identity; The Question of Imagination; The Question of Integrity; Complicity 2.0; Beyond Complicity; PART II: Reworking the Market; 2 The Market: Permeation; The Market, Commodification, and the Postcolonial (as) Commodity; Imagining Markets: Perspectives; Imagining Markets: Practices; The Structure of Market Revolutionsâ#x80;#x94;A Diachronic Perspective; The /Other/ Postcolonial Unconscious 3 Marketisation: DifferentiationThe Marketisation of the English University System; Postcolonial Studies and Marketisation; Between Romanticisation and Revolt; Beyond Marketisation; 4 The Brand Becomes the Product: Transformation; Theorising the â#x80;#x98;Postmodern-going-on-post-postmodern Conditionâ#x80;#x99;; A Darker Side?; 5 (Self-)Branding: Materialisation; Branding as a Dimension of Practice: The Critic and Her Audience; Brand Acts; Brand Trouble; PART III: Branding Postcolonialism; 6 If You Donâ#x80;#x99;t Brand Postcolonialism, Someone Else Will; Incommensurability Meets Delineation Branding Contests: Ends and RemainsMobilised by Exclusions; 7 Anti-capitalism as a Brand Narrative; Anti-Capitalism and Othering; The Strange Case of Robert JC Youngâ#x80;#x99;s Postcolonialism: A Very Short Introduction; (Beyond) West and East; Cornerstones of Branding Postcolonialism as Anti-Capitalist; Postscript: Anti-Capitalism as Strategic Essentialism?; A Conclusion in Five Brand Acts; Bibliography; Index
Series Title: Routledge research in postcolonial literatures, 60.
Responsibility: Caroline Koegler.

Abstract:

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.

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