Global Men With Local Roots: Representation and Hybridity in Indian Advertising


The contours of Indian men and women, as represented in advertisements, bear the imprint of the colonial experience. Distinctions between the home and the outside world, between men and women, as well as general ideas about national identity have been shaped by colonial encounters and continue to be refined through the experience of globalization. But while the hybridity of colonial subjects subverted relations of power, contemporary forms of hybridity are commensurate with the logic of globalization.


Julien Cayla and Mark Koops-Elson (2006) ,"Global Men With Local Roots: Representation and Hybridity in Indian Advertising", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 15.


Julien Cayla, Australian Graduate School of Management, University of New South Wales
Mark Koops-Elson, Center for South Asia Studies, University of California, Berkeley


GCB - Gender and Consumer Behavior Volume 8 | 2006

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