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Sport, glocalization and the new Indian middle class.

Andrews, D.L., Batts, C. and Silk, M., 2014. Sport, glocalization and the new Indian middle class. International Journal of Cultural Studies, 17 (3), 259 - 276.

Full text available as:

IJCS India submitted.pdf - Submitted Version


DOI: 10.1177/1367877913487531


Focusing on the structure and influence of transnational sport - namely the Commonwealth Games and fitness culture within the context of contemporary India - we draw on observations derived from empirical research to explore the complex interrelationships between economic liberalization, globalization, and consumer capitalism. Our argument centres on the processes through which contemporary Indian sport culture is being re-made within the image of India's new middle class; a set of processes that simultaneously contributes toward the hegemony of India's protuberant new middle class and thereby patently re-inscribes the social inequities and polarities evident within Indian life more generally. Through a contextual consideration of the economic liberalization policies and allied neoliberal ideologies that propelled the emergence of the new middle class (Antonio, 2007), and the consumer culture through which its identities are substantiated and boundaries demarcated (Bauman, 2001), we point to those bodies valorized (productive, consumptive and functional) and those pathologized (impoverished, underserved and disposable) within a transnational sporting culture that espouses the dictates of neoliberal polity, policy and body politics. © The Author(s) 2013.

Item Type:Article
Uncontrolled Keywords:consumer culture; economic liberalization; glocalization; India; new middle class; sport
Group:Bournemouth University Business School
ID Code:22045
Deposited By: Symplectic RT2
Deposited On:08 Jun 2015 12:17
Last Modified:14 Mar 2022 13:51


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