Globalization, Consumer Culture and Identity: The Middle Class in a Postmodern Society

Book Details:

• Author: Palackal, Antony

• Publisher: Rawat Publications

• Language: English

• ISBN: 9788131603963

• Pages: 206

• Cover: Hardcover

• Dimensions: 8.6 x 5.7 x 1.0 inches

About the Book
Globalization, Consumer Culture and Identity is a pioneering sociological study that delves into the evolving consumer behavior of the Indian middle class, with a special focus on Kerala. Drawing on original empirical research, the book explores how globalization and liberalization have reshaped social identities through the lens of consumption and media exposure.

The work investigates the dialectics between global influences and local responses, shedding light on how the Indian middle class internalizes, negotiates, resists, or reinterprets consumerist values. It unpacks everyday practices that shape personal identities and provides a nuanced understanding of how cultural consumption impacts self-perception and societal roles.

This book critically engages with the global-local interplay and offers fresh insights into the cultural implications of market expansion. It is especially valuable for students and scholars in the fields of sociology, globalization studies, cultural studies, gender, media, marketing, and development studies.

About the Author
Dr. Antony Palackal is a faculty member in the Post-Graduate Department of Sociology at Loyola College of Social Sciences, Thiruvananthapuram, Kerala. He serves as the India Coordinator for the World Science Project, focusing on scientific collaboration and productivity in developing countries. He has also been a Visiting Professor at Cleveland State University, Ohio, USA.

With six books and numerous academic and popular articles to his credit, Dr. Palackal's expertise spans sociology of science and development, new social movements, and gender and cultural studies.