Cultural Studies

Download Packaging Life: Cultures of the Everyday by Pramod K. Nayar PDF

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By Pramod K. Nayar

Packaging existence: Cultures of the standard is a learn of the cultural politics of 4 elements of daily life-health, convenience, hazard and mobility-as happen in public tradition. The e-book explores the commodification of those facets, arguing that our event and belief of those are mediated by way of discourses circulating within the mass media.
The writer explores how notions of 'good' health and wellbeing, 'cosmopolitan' identities, and 'luxurious' life are built, arguing that such buildings, or what this booklet calls 'packaging', motivate us to shop for specific commodities, undertake sure life, assimilate particular political opinions and boost major anxieties. Discourses, he indicates, morph into buyer practices, the place specific sorts of our bodies, items, and practices are confirmed because the norm-safe, trendy and cosmopolitan-so that they seem typical, valid and fascinating and lead us, shoppers, to shop for, perform, think in and undertake them. He additionally analyzes or attempts to 'unpack' this underlying discourse inside of photographs, rhetoric, narratives and representations in order that we comprehend the politics at the back of them.

'Unpacking' cultural politics, this publication demonstrates, is the disentangling of the insidious regulatory frames of illustration in order that we generate dissident studying practices for public tradition. The publication is an important analyzing should you are looking to comprehend glossy city cultural rhetorics. students and practitioners operating within the fields of media and verbal exchange, buyer behaviour stories and cultural reviews will locate it hugely enticing in addition to provocative.

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This discourse of ease takes the form of a numbered rhetoric of fitness, a quantificatory imperative: ‘Pantene’s 3-minute miracle’ (as in the epigraph to this section), ‘Double your Muscle in Half the Time’, ‘Six protein-packed veggie superfoods’, ‘A head-to-toe overhaul in 15 minutes or less’, ‘Five Quick Fixes: Alternative Health Cures that Work’ (Men’s Health July 2007; May 2007; August 2007). It is almost as though the numbering reduces any suggestion of hard work. Five steps in the gym that include weight training are not ‘easy’ by any stretch of imagination: but what we are asked to do is to focus on the numerically smaller 5 steps rather than the intensity of each of those steps.

To cut a long story short, the care of the self is a moral imperative on the individual, a bioethic for the individual to pursue and implement. Such an imperative placed upon the autonomous individual and bioethics is problematic in India because decisions as to food habits are governed by strong family structures. The ideology of self-care works 22 Life, the Low-calorie Edition for First World families where the basis of all rights, including human rights, is the autonomous individual with agency and control over her/ his lifestyle choices.

Visibility here is linked both to the fleshly real and the coded virtual. It is simultaneously real and computer-generated— this is the fascinating dimension of the VHP’s digital anatomy. It is interesting to note that this ‘Visible Human’ is a biological male. Thus ‘human’ is automatically assumed to be male. It is in line with convention in medical science where the ‘standard model’ of the human was always male, and the female body (in anatomy or physiology) would only be described in terms homologous to that of the male.

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