Critical publicity/public criticism: reflections on fieldwork in the Bombay ad world William Mazzarella Department of Anthropology University of Chicago
[email protected] May 2002 Prologue My tiny Premier taxi shudders to a halt at the Mahalaxmi traffic lights. Immediately, an group of boy hawkers, wearing tattered shorts, efficiently fans out among the lines of waiting cars, searching for likely customers. The mid-day sun is oppressive and a cloud of exhaust fumes is already hanging over the junction. The boy who finds me is clutching a couple of books carefully wrapped in transparent plastic. ‘Deepak Chopra, sah! One hundred rupees only, sah!’ The book, which is in English, is titled: The way of the wizard: twenty spiritual lessons for creating the life you want. I remember how, about a year earlier, I had seen the millionaire New Age guru Chopra on American public television, peddling yuppie mysticism to an earnestly reverent audience. More recently, I had come across Chopra in the Indian press arguing that the cause of poverty was an individual inability to realize ‘wealth consciousness’. Asked by a journalist whether he was ready for sanyas [renunciation], the urbane doctor replied: ‘Renunciation is in the consciousness. If I think myself into anonymity, that would be sanyas for me. I long for it but it won’t happen tomorrow.’ The traffic suddenly lurches forward, and the hawkers scurry back to their traffic island. Introduction Advertising and anthropology have never been more closely allied than today. Agencies, who used to show a marked preference for psychologists, now routinely advertise for anthropologists to fill slots with ambitiously devised titles like ‘future planner.’ Anthropologists, in their turn, are delightedly discovering that some of their erstwhile models of culture (particularly the old structuralist ones) suddenly seem to have all sorts 2 of commercial applications.