Critical Branding: Postcolonial Studies and the Market, 1st Edition (Hardback) book cover

Critical Branding

Postcolonial Studies and the Market, 1st Edition

By Caroline Koegler


228 pages

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Hardback: 9781138502222
pub: 2018-03-26
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Critical Branding: Postcolonial Studies and the Market provides an original answer to what Sarah Brouillette has called postcolonial studies’ ‘longstanding materialist challenge’, illuminating the relationship between what is often broadly called ‘the market’ and the practice and positionality of postcolonial critics and their field, postcolonial studies. After much attention has been paid to the status of literary writers in markets, and after a range of sweeping attacks against the field for its alleged ‘complicity’ with capitalism, this study takes the crucial step of systematically exploring the engagement of postcolonial critics in market practice, substituting an automatic sense of accusation (Dirlik), dread (Westall; Brouillette), rage (Young; Williams), or irony (Huggan; Ponzanesi; Mendes) with a nuanced exploration and critique. Bringing together concepts from business studies, postcolonial studies, queer studies, and literary and cultural studies in an informed way, Critical Branding sets on a thorough theoretical footing a range of categories that, while increasingly current, remain surprisingly obscure, such as the market, market forces, and branding. It also provides new concepts with which to think the market as a dimension of practice, such as brand narratives, brand acts, and brand politics. At a time when the marketisation of the university system and the resulting effects on academics are much on our minds, Critical Branding is a timely contribution that explores how diversely postcolonial studies and the market intersect, for better and for worse.

Table of Contents

List of Figures




Consolidating Postcolonialism

1 Reading the Longstanding Materialist Challenge


Reworking the Market

2 The Market: Permeation

3 Marketisation: Differentiation

4 The Brand Becomes the Product: Transformation

5 (Self-)Branding: Materialisation


Branding Postcolonialism

6 If You Don’t Brand Postcolonialism, Someone Else Will

7 Anti-capitalism as a Brand Narrative

A Conclusion in Five Brand Acts

Works Cited


About the Author

Caroline Koegler is Assistant Professor of English at the University of Muenster, Germany. Holding degrees in both Literary and Cultural Studies and Business Management, she has published on refugees and the politics of performing the urban, Caribbean literature, queer sexualities/positionalities, Judith Butler, postcolonial intertextuality, the financial crisis, and the market and ideology in Postcolonial Studies (forthcoming). She is co-editor of Locating African European Studies: Interventions-Intersections-conversations (forthcoming).

About the Series

Routledge Research in Postcolonial Literatures

Edited in collaboration with the Centre for Colonial and Postcolonial Studies, University of Kent at Canterbury, Routledge Research in Postcolonial Literatures presents a wide range of research into postcolonial literatures by specialists in the field. Volumes concentrate on writers and writing originating in previously (or presently) colonized areas, and include material from non-anglophone as well as anglophone colonies and literatures.

Part of our home for cutting-edge, upper-level scholarly studies and edited collections, this series considers postcolonial literature alongside topics such as gender, race, ecology, religion, politics, and science. Titles are characterized by dynamic interventions into established subjects and innovative studies on emerging topics. Series editors: Donna Landry and Caroline Rooney

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
LITERARY CRITICISM / Subjects & Themes / General