Of Cannibals and Colonizers: Irony, Gender, and Ecology in<i>Rouge Br�sil</i>

Racevskis, Roland

doi:10.2979/jem.2006.6.2.69

Cited by 1 publication

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“…Again, the concept of translation takes on a new valence in relation to affect studies. Much of the work on translation that draws on Bhabha (1984Bhabha ( , 1994 remains tied to a representational, social constructivist, and humanist frame (see Gandhi, 1998;Pratt, 1992;Racevskis, 2006). However, the unequal relations of power and processes of assimilation that are central to postcolonial translation studies are taken up in this essay to understand the material contexts of a nonrepresentational machinic embodiment.…”

Section: India's Mobile Phone Ecology and Airtel's Jugaadmentioning

confidence: 99%

The affect of Jugaad: Frugal innovation and postcolonial practice in India’s mobile phone ecology

Rai

2015

Environ Plan D

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Previous studies have identified affect as constitutive of and woven into everyday life. Less work has focused on how affect is designed and produced through consumer services and goods to modulate human-technical assemblages for commercial and economic ends. In this paper, I draw on social geography, affect studies, and postcolonial media studies to analyse value creation in the Indian mobile phone market, specifically in the deployment of an Indian form of workaround called 'jugaad'. Following nonrepresentational analyses of digital practices, I identify this market as a collection of human-technical assemblages that are marketed through a rhetoric of frugal innovation or jugaad. Moving through examples from fieldnotes, case studies, and reports, the analysis of the affective atmospheres of Indian mobile phone marketing communications appraises televised Bharti Airtel adverts. Findings of this analysis suggest affect has spatial, temporal, and economic dimensions, as well as being embedded in everyday experiences of a newly distributed subaltern agency.

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Section: India's Mobile Phone Ecology and Airtel's Jugaadmentioning

confidence: 99%

The affect of Jugaad: Frugal innovation and postcolonial practice in India’s mobile phone ecology

Rai

2015

Environ Plan D

View full text Add to dashboard Cite

show abstract

Of Cannibals and Colonizers: Irony, Gender, and Ecology inRouge Br�sil

Cited by 1 publication

References 3 publications

The affect of Jugaad: Frugal innovation and postcolonial practice in India’s mobile phone ecology

The affect of Jugaad: Frugal innovation and postcolonial practice in India’s mobile phone ecology

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