{"title":"William Mazzarella","description":null,"products":[{"product_id":"mana-of-mass-society-book-william-mazzarella-9780226436258","title":"The Mana of Mass Society","description":"We often invoke the \"magic\" of mass media to describe seductive advertising or charismatic politicians. In The Mana of Mass Society, William Mazzarella asks what happens to social theory if we take that idea seriously. How would it change our understanding of publicity, propaganda, love, and power? Mazzarella reconsiders the concept of \"mana,\" which served in early anthropology as a troubled bridge between \"primitive\" ritual and the fascination of mass media. Thinking about mana, Mazzarella shows, means rethinking some of our most fundamental questions: What powers authority? What in us responds to it? Is the mana that animates an Aboriginal ritual the same as the mana that infuses a rioting crowd, a television audience, or an internet public? At the intersection of anthropology and critical theory, The Mana of Mass Society brings recent conversations around affect, sovereignty, and emergence into creative contact with classic debates on religion, charisma, ideology, and aesthetics.","brand":"WoB","offers":[{"title":"US \/ GOOD \/ SBYB","offer_id":49778783551761,"sku":"CIN022643625XG","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/022643625X.jpg?v=1751324200"},{"product_id":"shoveling-smoke-book-william-mazzarella-9780822331452","title":"Shoveling Smoke","description":"A leading Bombay advertising agency justifies as traditionally Indian the highly eroticized images it produces to promote the KamaSutra condom brand. Another agency struggles to reconcile the global ambitions of a cellular-phone service provider with the ambivalently local connotations of the client’s corporate brand. When the dream of the 250 million-strong “Indian middle class” goes sour, Indian advertising and marketing professionals search for new ways to market “the Indian consumer”—now with added cultural difference—to multinational clients.An examination of the complex cultural politics of mass consumerism in a globalized marketplace, Shoveling Smoke is a pathbreaking and detailed ethnography of the contemporary Indian advertising industry. It is also a critical and innovative intervention into current theoretical debates on the intersection of consumerist globalization, aesthetic politics, and visual culture. William Mazzarella traces the rise in India during the 1980s of mass consumption as a self-consciously sensuous challenge to the austerities of state-led developmentalism. He shows how the decisive opening of Indian markets to foreign brands in the 1990s refigured established models of the relationship between the local and the global and, ironically, turned advertising professionals into custodians of cultural integrity.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":50303342182673,"sku":"GOR010016572","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ NEW \/ INGRAM","offer_id":52740349591825,"sku":"NIN9780822331452","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0822331454.jpg?v=1752315701"},{"product_id":"censorium-book-william-mazzarella-9780822353881","title":"Censorium","description":"In the world of globalized media, provocative images trigger culture wars between traditionalists and cosmopolitans, between censors and defenders of free expression. But are images censored because of what they mean, what they do, or what they might become? And must audiences be protected because of what they understand, what they feel, or what they might imagine? At the intersection of anthropology, media studies, and critical theory, Censorium is a pathbreaking analysis of Indian film censorship. The book encompasses two moments of moral panic: the consolidation of the cinema in the 1910s and 1920s, and the global avalanche of images unleashed by liberalization since the early 1990s. Exploring breaks and continuities in film censorship across colonial and postcolonial moments, William Mazzarella argues that the censors' obsessive focus on the unacceptable content of certain images and the unruly behavior of particular audiences displaces a problem that they constantly confront yet cannot directly acknowledge: the volatile relation between mass affect and collective meaning. Grounded in a close analysis of cinema regulation in the world's largest democracy, Censorium ultimately brings light to the elusive foundations of political and cultural sovereignty in mass-mediated societies.","brand":"WoB","offers":[{"title":"- \/ - \/ -","offer_id":50469772427537,"sku":"","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ GOOD \/ SBYB","offer_id":50469775245585,"sku":"CIN0822353881G","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0822353881.jpg?v=1761387628"}],"url":"https:\/\/www.worldofbooks.com\/en-gb\/collections\/author-books-by-william-mazzarella.oembed","provider":"World of Books ","version":"1.0","type":"link"}