Globalization and The Indian Urban Middle Class: The Emerging Trend

This book gives a comprehensive overview and analysis of the concept of globalization – the process which describes the political, economic, and cultural atmosphere of today. Social change in India, particularly cultural change, in the wake of liberalization and globalization is best reflected in the consumption pattern and lifestyle of the contemporary urban middle class. The urban middle class as consumers has been studied in terms of changes and continuity in their behaviors and patterns of spending, triggered off by the growth and proliferation of national and multinational companies and impact of globalize media. The book draws on ethno graphic research that includes observation, conversations, formal interviews, case-studies and focused group discussions. 'Globalization and the Indian Urban Middle Class: An Emerging Trend" will be essential reading for students, researchers and academia of social sciences especially sociology, international studies, development, globalization and media studies. It will be of raterest for ad itvose "who are looking for a refreshing analytical approach to understand the process of social change among the burgeoning- Indian urban middle class which is a fall-out of the process of globalization.