The Politics of Time and Youth in Brand India: Bargaining with Capital

This book traces the heightened time-consciousness that has emerged since the 1990s in popular Indian discourses across cinema, television, print and consumer culture and argues that these anxieties concerning time are symptomatic of the struggle between labor and capital. Drawing on critical theory, cinema and media studies and Marxist-feminist concepts, Kapur shows how the recent political-economic shift in India toward neoliberalism has been accompanied by a new emphasis on youth and a preoccupation with change, novelty and the acceleration of time, with profound consequences for conceptions of time, youth and the relations between generations.