This study deals with the situation in India, in particular, with the situation of young Indian women. Ever since advertisers and multinational companies discovered India’s remarkable aspiration for light complexions, more and more fairness products and most importantly, advertisements for fairness products, have been established on the Indian market. The desire for fair skin in India is a culturally embedded issue but advertising might have reinforced it.

Stereotypes result in deceptive generalizations about groups and are held in a manner that renders them as derogatory. As such, this volume advocates an active, goal-oriented effort in order to reduce prejudice through contact. Deconstructing the motivated ‘otherizing’ of the marginalized, the book offers an alternative reading of the representations of Indian body and desire, in both literature and media, that are often politically inscribed as ‘abnormal’ and ‘unnatural’ due to their non-conformity. Poststructural and postcolonial theories have argued that the body is a cultural construct rather than a natural entity. This argument is based on the assumption that there is no unalloyed body with any singular signification, but there are bodies onto which a multiplicity of meanings are inscribed and enforced. The responsibility of this ‘inscription’ lies with the agencies that hold power in a culture, and the infused meanings will consequently facilitate the ideologies of such agencies. In other words, the bodies of a certain culture are the ‘embodiment’ of the ideas of those who hold power in that culture. The corporality of the body, in this sense, is a cultural site in which the subtle political ideologies are deftly imposed, and, accordingly, ‘correct’ and ‘sanctioned’ desire is expected to germinate. Consequently, it may be argued that apparently unified or non-contradictory bodies of ‘normal’ desire should be suspected of having subtle hegemonic mechanisms in their formation. As a corollary to this, an investigation into such ‘abnormal’ bodies with ‘unnatural’ desires may have the effect of subverting such a power structure. Today’s world believes in de-stereotyped thinking and stereotyped living. Language has already been declared as a means more of camouflage than of revelation. As a result, there is a need to deconstruct the so-called ‘radical’ representations and expose the undercurrent of the norm. Otherization through stereotyping agencies and ideologies motivates racist, sexist and other de-humanizing positions and perspectives. This book, which is the outcome of the UGC-sponsored National Seminar organised by the Department of English at Southfield College, Darjeeling, is an endeavour to demystify the politics behind stereotyping, and to advocate the justification of de-stereotyping. As such, it represents a significant contribution to numerous disciplines including subaltern studies, women and gender studies, queer studies and minority discourse.

Identity Re-creation in Global African Encounters explores race, racial politics, and racial transformation in the context of Africa’s encounters with non-African communities through various perspectives including oppression, racialization of ethnic difference, and identity deconstruction. While the contributors recognize that ethnicity has long been a staple analytical category of engagements between African and non-African communities, they present a holistic view of the continent and its diaspora through race outside of both colonial and neocolonial binaries, allowing for a more nuanced study of Africa and its diaspora.

A richly insightful account of one of the most significant transformations in the world today. Dheeraj Sinha's intelligence vividly illuminates the intersection of culture and commerce in New India. Adam Morgan Founder eatbigfish Among the many books I have read on the cultural evolution taking place in India, this is perhaps the most insightful. It does not just map mindset changes; it does so with the certainty of a person who has lived the changes as much as he has witnessed them. Every marketeer should keep this book on his office desk as a ready reckoner. Ranjan Kapur Country Manager – India WPP India in many ways is a "Nation of Nations." So much heterogeneity and hence complexity in understanding consumers and consumerism. Dheeraj has done a commendable job in peeling off the layers from the onion—creating frameworks and providing very relatable examples to understand the culture. For instance, Dheeraj has used Bollywood as an effective mirror to portray societal changes. Consumer India is a must-read for those who want to understand the cultural evolution of India with its nuances. Rajesh Jejurikar Chief Executive - Automotive Division Mahindra & Mahindra Ltd. A labor of love. For years, I have marveled at how Dheeraj's inquisitive brain continuously churns away to make meaning of everything he observes. His writing simultaneously reflects him as a "sutradaar" telling the captivating story of a changing India, even as it does so with the unbiased and expert credentials of the "computerji" he describes here. Dheeraj insightfully marries the rapid changes he chronicles with the assimilative fabric of India; where "and" trumps "or." Against the cliché "change is the only constant," he underlines that in India, change works with the constant. Enjoy the ride on Dheeraj's time machine! Prasad Narasimhan Managing Partner, Asia Brandgym

A parallel but much smaller body of research has focused on whether, and under what conditions,there may be prosocial outcomes of media use.Over the years, various theories have sought to explain short- and long-termeffects of exposure on viewers' attitudes and behaviors. Although most were developed within the context of media violence research, they also help explain effects of other types of content and predict other outcomes besides physical violence. The founding fathers of our constitution have provided series of specific safeguards for the human resources development in the country. The Directive Principles of State Policy have laid emphasison child development. There is a phenomenal growth of mass media, social media including television all over the globe. A new generation of children has grown up with media exposure in modern society.

With the onset of globalisation, International Marketing has become an important subject among students pursuing MBA in International Marketing and International Trade as also among professionals who study and undertake research projects in the areas such as Foreign Direct Investment, Free Trade Area , World Trade Organisation, UNCTAD and the like. The third edition focuses on global economy and its transmission to India. The global economic condition is perhaps at its best since the World War-II, mainly because of the upward trend in international relations, and aggressive bilateral, multi-lateral as well as regional treaties concerning trade and economy among various countries throughout the globe. An updated table of contents reflects the latest research findings and practices up to the year 2005. The latest edition offers new chapters on Competitive Analysis, Competitive Strategies, Technical Environment, Globalisation, International Retail Management and the World Trade Organisation (WTO) covering right up to Hong Kong Ministerial 2005. Additionally, some assorted current topics such as Performance of Foreign Trade Policy 2004-09, Export Taxes, Composition of Trade, Direction of Trade, Foreign Direct Investment, External Commercial Borrowings, Non-residential Deposits and Exchange Rate Movements have been given due place in the book. Each chapter concludes with a summary, a list of questions and case studies for ready reference. The bibliography is exhaustive including Internet references for further studies. A must read book for MBA, International Marketing and International Trade students and researchers.