Issue 3, Volume 6: Consumerism, and Cultures in Consumption




Popping with the Gods: The Use of Religious Iconography In L.S.D Blotter Art
Anuj Gupta presents a Jungian analysis of the archetype of the spiritual and the mythic hero in relation to the motifs of transcendence projected through (underground) blotter art on Lysergic Acid Diethylamide, or LSD, stamps.

Fantasy Football: Virtual Realities, Simulations and Consumption
Huzaifa Omair Siddiqi problematises the concepts of simulation and external reality and the interplay between producer and consumer in the context of online fantasy football leagues, thus presenting fantasy football as a major site for consumption and consumerism.

“I’m not fat! I’m big bones!”: Cartman’s Diet and the Appetite for Authority
Ishaan Mital and Safwan Amir connect American fiscal and market policies with the various (excessive) appetites that American society espouses in popular perceptions, and read in the consumption patterns of Cartman, one of the four child protagonists of the animated television series South Park, a subversive alignment with dominant discourses on consumption.

White Screens on Black Skin: A study of the Afro-American woman shedding her borrowed white mask to discover and declare that Black is Beautiful
Somrita Urni Ganguly comments on racial identities, and notions of “beauty” and the stereotypes therein, and seeks to understand how consumerism perpetrates such notions and leads to the ossification of certain trends/fashions that compel coloured women to hide/alter their appearance in order to gain acceptance in a society that is becoming increasingly market-driven.

“I’m Buying It!”: The Effects of Advertisements on Consumer Behaviour
Priyanka Shivadas considers the potency of advertisements – particularly visual advertisements – in latter half of twentieth century on consumer choices, and generates discourse around the manner in which multinational companies and various brands operate with the help of simulated realities in order to generate demand by creating false notions of need and wants.

‘No one can eat just one’: Generating demand through media and advertising, and perpetuating cultures in need and greed
Inayat Chaudhary provides an understanding of the escalating potency of media and advertisement in commonplace existence, proposing that both fascist and communist tendencies join to give them an aura of near-narcotic negativism different from the aura defined by Walter Benjamin in his postulations on art.



Ipshita Nath

Associate Editors:
Ayesha Kamal
Rini Barman

Nirbhay Bhogal


Photo credit: Varun Patil @

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