Limit search to available items
Book Cover
Author Koegler, Caroline, author

Title Critical branding : postcolonial studies and the market / Caroline Koegler
Published New York, NY ; Abingdon, Oxon : Routledge, 2018
Online access available from:
ProQuest Ebook Central (owned titles)    View Resource Record  


Description 1 online resource
Series Routledge research in postcolonial literatures ; 60
Routledge research in postcolonial literatures ; 60
Contents Cover; Half Title; Title Page; Copyright Page; Contents; List of Figures; Acknowledgements; Introduction; PART I: Consolidating Postcolonialism; 1 Reading the Longstanding Materialist Challenge; The Question of Identity; The Question of Imagination; The Question of Integrity; Complicity 2.0; Beyond Complicity; PART II: Reworking the Market; 2 The Market: Permeation; The Market, Commodification, and the Postcolonial (as) Commodity; Imagining Markets: Perspectives; Imagining Markets: Practices; The Structure of Market Revolutionsâ#x80;#x94;A Diachronic Perspective; The /Other/ Postcolonial Unconscious
3 Marketisation: DifferentiationThe Marketisation of the English University System; Postcolonial Studies and Marketisation; Between Romanticisation and Revolt; Beyond Marketisation; 4 The Brand Becomes the Product: Transformation; Theorising the â#x80;#x98;Postmodern-going-on-post-postmodern Conditionâ#x80;#x99;; A Darker Side?; 5 (Self-)Branding: Materialisation; Branding as a Dimension of Practice: The Critic and Her Audience; Brand Acts; Brand Trouble; PART III: Branding Postcolonialism; 6 If You Donâ#x80;#x99;t Brand Postcolonialism, Someone Else Will; Incommensurability Meets Delineation
Branding Contests: Ends and RemainsMobilised by Exclusions; 7 Anti-capitalism as a Brand Narrative; Anti-Capitalism and Othering; The Strange Case of Robert JC Youngâ#x80;#x99;s Postcolonialism: A Very Short Introduction; (Beyond) West and East; Cornerstones of Branding Postcolonialism as Anti-Capitalist; Postscript: Anti-Capitalism as Strategic Essentialism?; A Conclusion in Five Brand Acts; Bibliography; Index
Summary Critical Branding: Postcolonial Studies and the Market provides an original answer to what Sarah Brouillette has called postcolonial studies' 'longstanding materialist challenge', illuminating the relationship between what is often broadly called 'the market' and the practice and positionality of postcolonial critics and their field, postcolonial studies. After much attention has been paid to the status of literary writers in markets, and after a range of sweeping attacks against the field for its alleged 'complicity' with capitalism, this study takes the crucial step of systematically exploring the engagement of postcolonial critics in market practice, substituting an automatic sense of accusation (Dirlik), dread (Westall; Brouillette), rage (Young; Williams), or irony (Huggan; Ponzanesi; Mendes) with a nuanced exploration and critique. Bringing together concepts from business studies, postcolonial studies, queer studies, and literary and cultural studies in an informed way, Critical Branding sets on a thorough theoretical footing a range of categories that, while increasingly current, remain surprisingly obscure, such as the market, market forces, and branding. It also provides new concepts with which to think the market as a dimension of practice, such as brand narratives, brand acts, and brand politics. At a time when the marketisation of the university system and the resulting effects on academics are much on our minds, Critical Branding is a timely contribution that explores how diversely postcolonial studies and the market intersect, for better and for worse
Bibliography Includes bibliographical references and index
Notes Online resource; title from PDF title page (EBSCO, viewed March 20, 2018)
Subject Branding (Marketing)
Postcolonialism in literature.
Form Electronic book
ISBN 1315144824 (electronic bk.)
9781315144825 (electronic bk.)