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Looking at Film Hoardings: Labour, Gender, Subjectivity and Everyday Life in India

Looking at Film Hoardings: Labour, Gender, Subjectivity and Everyday Life in India This paper attempts to explore the political, economic and cultural processes which interpenetratethe hand-painted hoarding advertising film, and activate it as an icon builder2 in the urban streetscape. The examination proceeds along two directions: I would like to thank the padcipants of the Photography and Society Workshop, all of whom have contributedto this paper by providing it with m a t e d , spirit and insight. I am deeply indebted to Anveshi for their wann and enthusiasticsponsorship. My thanks t o Tejaswini Niranjana, P. Sudhir, and Vivek Dhareshwar for the additional impetus they provided by asking me to write for their forthcoming book on cultural studies in India Vivek, additionally, for the ready and unending supply of necessary references where I neededthem. Specifically for this paper, I would like t thank the participants at the Social Science o Research Council sponsored workshop on “Advertising Consumption and the Middle C a s s i India,” April 1991, for the encouraging comments on the paper, and specifilse n cally Toby Alice Volkman and Carol A. Breckenridge for their pointed criticism with respect to some feminist perspectives adopted. I am gratefid to Susie Tharu for om discussions on the subject. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Public Culture Duke University Press

Looking at Film Hoardings: Labour, Gender, Subjectivity and Everyday Life in India

Srivatsan, R.
Public Culture , Volume 4 (1) – Oct 1, 1991
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Publisher
Duke University Press
Copyright
Copyright 1991 by Duke University Press
ISSN
0899-2363
eISSN
1527-8018
DOI
10.1215/08992363-4-1-1
Publisher site
See Article on Publisher Site

Abstract

This paper attempts to explore the political, economic and cultural processes which interpenetratethe hand-painted hoarding advertising film, and activate it as an icon builder2 in the urban streetscape. The examination proceeds along two directions: I would like to thank the padcipants of the Photography and Society Workshop, all of whom have contributedto this paper by providing it with m a t e d , spirit and insight. I am deeply indebted to Anveshi for their wann and enthusiasticsponsorship. My thanks t o Tejaswini Niranjana, P. Sudhir, and Vivek Dhareshwar for the additional impetus they provided by asking me to write for their forthcoming book on cultural studies in India Vivek, additionally, for the ready and unending supply of necessary references where I neededthem. Specifically for this paper, I would like t thank the participants at the Social Science o Research Council sponsored workshop on “Advertising Consumption and the Middle C a s s i India,” April 1991, for the encouraging comments on the paper, and specifilse n cally Toby Alice Volkman and Carol A. Breckenridge for their pointed criticism with respect to some feminist perspectives adopted. I am gratefid to Susie Tharu for om discussions on the subject.

Journal

Public Culture – Duke University Press

Published: Oct 1, 1991

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