Darkness & Emancipation: Talking to Juliet Mitchell

 

 

Sunit Singh

 On November 23, 2010, Sunit Singh conducted an interview with psychoanalyst Juliet Mitchell at Jesus College in Cambridge. Although Professor Mitchell’s rehabilitation of Freud is well chronicled, the attempt in “Women: The Longest Revolution” (1966)[1] to rescue the core content of the Marxist tradition—its emphasis on emancipation—remains unexplored. What follows is an edited version of the interview.

Sunit Singh: The sociologist C. Wright Mills, in an open letter to the editors of New Left Review in 1960, exhorted the still inchoate “New Left” to reclaim an ideological space for socialism over the chorus of liberal commentators proclaiming “the end of ideology”—the idea that there are no more antagonistic contradictions within capitalist society. Post-Marxist rhetoric, as Mills identified, was expressive of the disillusionment with the Old Left, which was itself weakest on the historical agencies of structural change or the so-called subjective factor. Yet, if the Old Left was wedded to a Victorian labor metaphysic, Mills forewarned, the New Left threatened to forsake the “utopianism” of the Left in its search for a new revolutionary subject.[2] How sensitive were later members of the editorial board of the New Left Review, after Perry Anderson took over from Stuart Hall in 1962, to such injunctions? And to what extent was the project of socialism implicit in “Women: The Longest Revolution” (hereafter referred to as WLR)? Five decades on, where does that project presently stand? What happened to “socialism”?

 

Juliet Mitchell: I came into direct contact with the New Left Review earlier than the mid-60s, partly through other work I was involved in. I was also a student in Oxford, where we were the originating group of the New Left. Perry [Anderson] and I married in 1962 and lived in London, although I worked in Leeds. The north of England, with Dorothy and Edward Thompson in nearby Halifax, was a centre for the older New Left.

 

Back then I was planning to write a book, which never saw the light of day, on women in England. It was a historical sociological treatment of the subject. We were driving to meet up with friends and colleagues who ran Lelio Basso’s new journal in Rome when the manuscript was stolen with everything else from our car. I had a bit of a break before I returned to “women.” WLR came in the mid-60s. The timing of the gap and the reluctance to re-do what I had done led to a considerable change in the way I looked at the issue. This relates to your question about C. Wright Mills and ideology. I think when we took over from Stuart Hall the distinction of what separated us from the preceding group was the conviction of the importance of theory over or out of empiricism.

 

So was I aware that in my use of “ideology” in WLR I was also picking up on C. Wright Mills’s sense of utopianism? Well, “yes and no” would be my answer. For C. Wright Mills, “ideology” read “theory.” However, it was exactly this shift that opened up the importance of ideology. But while reading and admiring C. Wright Mills, our quest led us directly to Althusser’s work. We were in what Thompson later criticized as Sartrean “treetopism” We met with the equipe of Les Temps Modernes in the early 60s. De Beauvoir, with her brilliant depiction and analysis of the oppression of women, at that stage saw any politics of feminism as a trap. Instead she took the classical Marx/Engels line that the condition of women depends on the future of labor in the world. Together with Gérard Horst, who wrote under the name André Gorz, we had a cultural project in London, which, in addition to the magazine, we hoped to share with them. We didn’t want to be imitative, but nevertheless wanted to be engaged with particularly French New Left struggles. The Algerian War was, of course, terribly important. We were urgent for an end to the British isolationism with which the anti-theoretical stance was associated. Then in 1962 some of us went to the celebrations for Ben Bella in Algiers. With Gisele Halimi and Djamila Boupacha this was a background to the left women’s movement that was shortly to emerge. There was also the issue of our relationship to the Chinese Cultural Revolution. That is the background to WLR. And, “no,” in the sense that when I use Althusser, as I do in WLR, it may seem as though I am also picking up on C. Wright Mills’s assertion of the importance of ideology, but really the stress on ideology had more to do with the search for a new theoretical direction that was linked to contemporary French thought. What Althusser offered me through his re-definition of the nature and place of ideology is the overwhelming and now obvious point that sexual difference is lived in the head.

 

I have never been a member of a party or a church or sect, growing up as I had in an anarchist environment, but I worked actively within the New Left, and then in the women’s movement, before training and practicing as a psychoanalyst. I have had to be pretty “utopian,” as an underpinning to my “optimism of the will,” first about class antagonism, then about women, then about Marxism as dialectical and historical materialism and, ironically, nowadays with the new versions of empiricism, about the theory of psychoanalysis.

 

SS: Your answer hints at the ways in which the New Left saw itself as new, as against the Maoists, other feminists, and presumably also in relation to the Trotskyists. You were critical of these other tendencies. A pithy passage from Women’s Estate reads, feminist consciousness is “the equivalent of national chauvinism among Third World nations or economism among working-class organizations,” that on its own it “will not naturally develop into socialism nor should it.”[3] Furthermore: “The gray timelessness of Trotskyism is only to be matched by the eternal chameleonism of Western Maoism.”[4] From there the text went on to say that what was needed was to deepen the Marxist method even if it meant rejecting some of the statements made by Marx and Marxists. Was that the task in WLR? Does the same challenge remain today for the Left? How did the ways in which the New Left understood and dealt with this methodological challenge affect the situation for a future Left?

 

JM: I reread WLR, which I haven’t done for years, because you were coming. I was quite impressed by the shift that it represents from the book that never was, but I was also slightly unmoved by it. It does reflect that overall moment in the entire shift of the New Left from historical research into theory, so what we need to ask is, what happened to ideology? I think, getting back to utopia, that the conception of utopianism melded into the women’s movement. The questions of the longest revolution were: What is the hope? Where is the utopianism? For Engels, there was the utopianism of the end of class antagonism, but what were we to do with that? This might come as a shock, but I never actually stopped thinking of myself as a Marxist, even after other friends on the New Left had stopped identifying themselves as such.

 

For us, in the 1960s, Marxism was not out there as “Marxism.” One was also self-critical by then, the whole relationship to China had to be re-examined rather as earlier Marxists had to take stock of their relationship to Stalin. What everybody seems to forget is that socialism was foundational for the women’s movement and those of us who were and still are on the Left understood where we had to expand it intellectually, so that is where I took it in WLR. I think of Marx much as I might think of Darwin or Freud in some senses. I think that when you use them, it’s not that you stick within the terms that they set (after all, you are in a different historical epoch, you are in a different social context, and you are posing different questions). Giant theorists such as these impinge on us with their method, not in the narrow sense of methodology, but in their way of approaching the question.

 

Lately, I keep encountering this belief that where other radicalism was over after 1968, women’s liberation arose out of it. This is not so and is poor history. Women’s liberationists, now called feminists, were active as such in creating ‘68. Feminism continued gaining strength thereafter. Raymond Williams considered the women’s movement the most important one of the last century. The student movement ended, the worker’s movement ended—I am not playing them down—the black movement also ended. The women’s movement was what happened to 1968—it went on. For me, what matters about the women’s movement is the Left; it’s not that it is attached to the Left, it is the Left. Of course at a time when the Left is not very active, conservative dimensions of feminism will flourish and feminism will be misused. It is not the first political movement to suffer these collapses!

 

SS: I suppose my question, then, is: What happened to the women’s movement?

 

JM: What happened to it?…Well, I think that when the conditions of existence, the relationship between women and men, achieve a new degree of equality, one comes up against a certain limit. Where first wave demands were dominated by the vote, I suppose we were dominated by the demand for equal work, pay, and conditions. Here our head hit a ceiling, and not a glass ceiling, a concrete one. Feminism from that moment has headed off to the hills to rethink what needs to be done politically. It is, as Adorno says, like putting messages in a bottle. I will remain in the hills until the streets, where there is still radical work going on, welcome me back. That is where I would like to be. But now is not the moment for that; we are plateauing. The fight against women’s oppression as women is, after all, without a doubt, the longest revolution.

 

Photograph by Jerry Bauer of Juliet Mitchell on the cover of Women’s Estate (1971).

 

SS: A central claim of WLR, that the call for complete equality between the sexes remains completely within the framework of capital rather than in opposition to it, implies that the relationship between men and women, like the class distinction between capitalist and worker, itself derives from the contradictions of capitalism. The conditions that allow for and motivate the reproduction of “patriarchy” as well as other kinds of oppression, in other words, also form the essential conditions of possibility for the demands for equality. You presciently noted in WLR, applying the thesis of repressive desublimation, that the wave of sexual liberalization unleashed in the 1960s could lead to more freedom for women, but “equally it could presage new forms of oppression.” Does our historical remove from the 1960s allow us to judge one way or another?

 

JM: I think, first of all, that in the 1960s I thought or felt that a measure of equality might be attained within the dominant socioeconomic class. I am now unsure that it will even be attained there. So it may be the ideology of capitalism has been hoisted on its own petard; in other words, caught and stuck within its own contradictions. The bourgeois husband needs a bourgeois wife. What we hadn’t foreseen sufficiently was the return of the servant class if this wife was also to work. We were not surprised that there is no pay parity, nor had we failed to realize that, although there are some women who will climb the ladder, this is not going to affect the wretched of the earth, or where it does so it may do so negatively. Women can now vote, but now there are certain, increasingly disproportionate, sectors such as illegal migrants, who don’t enjoy the equalities that those in liberal capitalist societies should. More importantly, can we really call the old democracies democratic when it is money not the vote that rules? Any struggle is always one step up the well and two steps down, or the two steps up and one step down, its never simply a matter of progress under capitalism, nor is it a matter of this ghastly government over another. There are liberal aspects of capitalism and for heaven’s sake let’s have them. All the egalitarian bits of capitalism must be pressed for if only to find out two things: one, that going the whole way towards equality is impossible under capitalism, and two, that going beyond these forms of equality is essential anyway.

 

I also think it is important that I wasn’t prescient about the massive entry of women into the workforce, I wasn’t prescient in WLR in seeing that education was going to expand as much as it did, and I think that I wasn’t prescient about changes in production (I later addressed these issues elsewhere) or reproduction. Shulamith Firestone foresaw the “reproduction revolution” in some ways, but then again she was writing in the 1970s, not the mid-sixties; there was a women’s movement by the time she wrote. With sexuality things are a little more complicated. I think there are always social classes, there are therefore different effects for the wretched of the earth than there are for the rich, so the degree to which I was prescient I don’t know whether the measure of sexual liberation that effective contraception offered us middle-class “first-worlders” has created more oppression of women sexually worldwide—I don’t think so. What I think it has done is definitely exposed the differences more.

 

SS: WLR raises the issue of revolutionary strategy: the role of limited ameliorative reforms versus proposing maximalist demands. It treats as salutary the remark Lenin made to Clara Zetkin about developing a strategy commensurate with a socio-theoretical analysis of capitalism within the party to adequately address the “women’s question.” More recently, at a talk at Birkbeck in 1999, you ventured to wonder aloud, albeit with an understandable sense of nervousness, whether, in an era otherwise marked by acute depoliticiziation, the uptick of interest in psychoanalysis, sexuality, and the “women’s question” might mean that Lenin was possibly right that such concerns are the noxious fruits growing out of the soiled earth of capitalist society. Has the naturalization of feminism in the present-day obscured the issue of strategy?

 

JM: I do still believe in crude old things like “to each according to his needs.” People do need different things and that is beyond equality in a sense. This is where history comes in. Society is still trying to think that we all ought to be equal, but we haven’t yet the kind of society that adequately attends to our needs.

 

The extreme of reformism versus voluntarism is not where we are at the moment. I think these are the concerns that come out of “the soiled earth of capitalist society,” but again my answer would be rather like my answer about equality, that this doesn’t invalidate these concerns. These are perfectly legitimate demands that are not confined by the conditions in which they come into existence. For example, if one looks at what happened to sexuality or reproduction in the Soviet Union, it would have been much better to follow the earlier tide in which sexual freedoms were seen as a condition of the revolution. That is, when Alexandra Kollontai wrote on free sexuality, that wasn’t only a bourgeois demand, nor was it in 1968. A revolutionary situation is a discreet situation that transforms what could be thought within capitalism about sexuality, but it is not identical with capitalism; revolutions create the possibility of change, revolutions change the object. Though we are not in a revolutionary situation, that doesn’t mean it is not around the corner.

 

The Old Left thought of capitalism as en route to communism. On the withering away of the state, there was a voluntarist injunction to abolish the family and then the opposite, producing a very interesting contradiction that cannot be chalked up to the fact that Stalin was a foul man. It may be that you can’t wither away the family, or can’t wither away the state, but the question is why? If, as Marx himself says, the call by utopian socialists to abolish the family would be tantamount to generalizing the prostitution of women, then what is the solution or next stage? This is why WLR examines the structures within the family. Marx was against the voluntarism of the abolition of the family. But then what measures escape reformism? There may be changes to the things that a family does that will lead to its diversification in such a way that is more revolutionary than what existed thus far under socialism or capitalism. Maybe there is something there to be thought about as new demands that are beyond socialism as well as beyond capitalism.

 

SS: The program from the memorial service for Fred Halliday on the bookshelf reminds me of an anecdote that is recounted in an interview with Danny Postel.[5] He dreamt of appearing with Tariq Ali before Allah who says that one will veer to the Right, the other to the Left, without specifying who would head in which direction. I think we in Platypus often return to that story as a salient metaphor for the fragmentation of the New Left and the opacity of the present-day. He was planning to do a couple of events with Platypus on an upcoming visit to the US that were alas never realized.

 

JM: His death is indeed tragic, but I like this story about Tariq and Fred; I think it is important to take up arguments with those who share the same space politically, if only to disagree. I disagree with feminists who dismiss Freud; both of us probably think we are going towards the Left, but we might both be going Right.

 

SS: For me, getting back on track, I should confess there is an intractable dilemma at the heart of WLR. On the one hand, there are passages gesturing toward a dialectical conception of capitalism—as both repressive as well as potentially emancipatory—while, on the other hand, the Althusserian notion of “overdetermation” that structures the argument emphasizes the role of contingency as the motor of historical change. As Althusser himself acknowledged, the idea of “overdetermination” was indebted to the anti-humanistic reinterpretation of Freud by Lacan. Can one accommodate the denial of the subject as an illusion of the ego in the Lacanian “return” to Freud with the Freudian emphasis on psychoanalysis as an ego-psychology therapy intended to strengthen the self-awareness and freedom of the individual subject as an ego?

 

JM: No, I never had any time for ego-psychology, but that isn’t the same as the question about overdetermination. Some of the observations of Anna Freud are remarkable, but I don’t see the whole concept of strengthening the ego as a way forward for psychoanalysis, although I suppose there is a context in which it could help if someone were completely fragmented; then there are stages, but it should only be a stage on the way to something else. For me it wasn’t a shift from Lacan to Freud as such. I had met R. D. Laing in 1961. The Divided Self had came out shortly before, in 1959, so I was involved with anti-psychiatry in the same span of time as I was involved with the New Left Review.

 

On overdetermination as Althusser takes it from Freud: Overdetermination in Freud is not an anti-humanist concept, in Lacan maybe it is, but in Freud it is neither/nor. What it means is that there will always be one factor that is the key factor. And in Freud that is not socioeconomic. What I liked about Althusser was the definition of ideology as at times overdetermining. Ideology, in the Althusserian sense, interpellates individuals as subjects. Now, what Althusser offered me intellectually, so to speak, was that revolutionary change in any one of the superstructural or ideological state apparatuses can attain a certain autonomy, can occur even when it doesn’t elsewhere. Yet, in the last instance, the economy is determinate.

 

SS: This raises a number of issues about the relationship of Althusser to Marx and that of Lacan to Freud. Does the Althusserian concept of ideology adequately address the ways in which we are forced to deal with our own alienated freedom in capital through reified forms of appearance and consciousness? Did the limitations of the Althusserian-Lacanian framework in WLR motivate the reconsideration of Freud?

 

JM: You might change sexuality or reproduction or sexualization, but if production remains unchanged, these will remain changes within those specific fields. This claim struck me as valid for the situation of women. I could use this insight to organize the structures that apply to women, which was the family. I broke down the family, each aspect of which I treated as superstructural, but that was in the final analysis determined by production, which was outside it. There I was puzzling over the fact that women are marginal but that, as in the Chinese revolutionary saying, “women hold up half the sky.” How does one think that? The only way I could think it was to break it up into these structures: production, reproduction, sexuality, and the socialization of children. Apart from what I quote—Engels, Bebel, Lenin, Simone De Beauvoir, and Betty Friedan—there was no category “woman” until feminism resuscitated it in the second half of the sixties.

 

Now, retrospectively, I would say that the intransigence of the oppression of women, as Engels had identified, also entails that it is the longest revolution. In turn the idea of the longest revolution as I wrote WLR made me think about what was absent in earlier analyses but also within Marxist thought. How do we view ourselves in the world? This is what took me to Freud; it took me first to the unconscious rather than sexuality. I thought, at least I thought then, that the unconscious was close to what Althusser had to say about ideology. The return to Freud was “overdetermined”—there were multiple directions for my getting to Freud.

 

SS: Given your own trajectory, what do you make of the reflorescence of a strain of Althusserian-Lacanian “Marxism” today in the form of Balibar, Rancière, and Badiou?

 

JM: I suppose this is getting me back to when I wrote WLR. I found Althusser extremely useful, but there was always a humanist in me. I think that remains true, despite all the shake-ups of postmodernity or whatever. I always wanted both perspectives, it was never a matter of either/or. I think we need to rethink our humanity in order to revalidate the universal—neo-universalism—which was interestingly debunked by postmodernism.

 

SS: Does the contemporary emphasis on performativity or gendering obscure the humanist motivations that led radical anti-feminists to psychoanalysis?

 

JM: It certainly changes it, it redirects it in a different direction, or it might be, as Judith Butler always tells me, that I haven’t understood performativity properly. I think where I was going with psychoanalysis was more towards kinship, towards what is still fundamental in kinship structures in families, what effects does it have in creating sexual difference. When we talk about interpellation from Althusser, the primary one is “it’s a girl” or “it’s a boy.” I am still trying to work this out in a way, which relates to my work on siblings. Everybody seems to be muddling up gender and sexual difference to me. And it stretches back to the old confusion between sexuality and reproduction. Gender, which can be looked at psychoanalytically, is an earlier formation than sexual difference and fantasies of reproduction are parthenogenic—imaginatively boys and girls equally give birth. Sexual difference takes up heterosexual reproduction. Gender can be made into a category of analysis whereas women can be the object but cannot be a category, which is why one can ask such questions as: Why is hysteria gendered? Why is mathematics gendered? Why is everything gendered?

SS: There was a classic Marxist prejudice against Freudian psychoanalysis. Lukács, as one example, considered Freud an “irrationalist”—as a “symptom.” For Marxist radicals, Freud characterized the limits of “individual” subjectivity with which the revolutionaries had to contend in order to make their revolution. Wilhelm Reich was one of the first Marxists to critically appropriate Freudian categories to describe the social-historical condition of life under capital by perceptively identifying our fear of freedom. Do you think that the shift toward psychoanalysis by radical Marxists from the 1930s on, through the feminist embrace of psychoanalysis to address a felt deficit in the 1960s, registers the internalization of the defeat or is somehow apolitical?

 

JM: From where Lukács stood, feminism and psychoanalysis looked terribly pessimistic. I think it is the longest revolution. One needs, as Gramsci says, the conjuncture of the optimism of the will and pessimism of the intellect to realize the difficulties. These difficulties can be taken to psychoanalysis usefully, but from where Lukács was standing you couldn’t. He was asking a different question of a different object. When I took up Laing, Reich, and the feminists in Psychoanalysis and Feminism, I never believed one could use psychoanalysis to be on the Left, rather it was what can one use psychoanalysis for to answer the question about the oppression of women, which is an abiding question for the Left.

 

What I am saying is that psychoanalysis would be different in a revolutionary context than in the fascist context in Berlin in which Reich wrote. I am critical of Reich, but there was an important liberal aspect within psychoanalysis, so that all of the work that Marxists within psychoanalysis were able to do in the polyclinics of Berlin before they were stamped out or forced into emigration by the Nazis, was radical, precipitating a revolution within psychoanalysis as well as within Marxism. Bourgeois concepts start to take on radical implications in the context of a revolution, as with the Marxists of the Second International in the 1920s. The context of the Bolshevik Revolution changed the significance of what Bebel had written on women for Lenin.

 

SS: The New Left icon Herbert Marcuse sought to outline what a socialist society would look like in Eros and Civilization. The alienation of labor in capital, Marcuse argues, means that the satisfaction from work can only ever be an ersatz form of libidinal release. In a nonrepressive socialist order, on the other hand, work would be recathected, and transformed into play. He also asserts that Freud had hypostatized the existence of the death drive, when in fact it is applicable only to the aggression that attends capitalist society. “WLR” concludes with a critique of such attempts to prefiguratively sketch out what an emancipated society might look like, posing starkly the danger of trying to measure the concrete character of an emancipated future. What are the challenges that confront the Left of the future in preserving the indeterminacy of the concept of socialism?

 

JM: On the first half of the question about the absence of play and the relationship of the death drive to capitalism: the death drive is a huge question, but why it should be limited to capitalism, not to slave or feudal society is beyond me. Maybe there will be a beyond, but maybe there will simply be ways in which we can work with the death drive or diffuse the id, since it isn’t only violence, it is the return to stasis. It is a hypothesis. I don’t agree with Marcuse; today there are new forms which it takes.

 

Why aren’t we even where we were in the 60s anymore? I already told you we hit a ceiling, but there are new spaces opening up for the Left. Class will feature in the whole dilemma of illegal migrants, as in Mike Davis’s Planet of Slums. The Left needs to start to think from Planet of Slums, which is a different location from that of the industrial working class of Marx or even the consumer capitalist class of late capitalism of Althusser or of Marcuse. Planet of Slums forecasts a different world, but there will always be a women’s question, as there will be a race question, or a class question.

 

SS: Apart from the French tradition, the Frankfurt School, especially the work of Adorno, represents another important attempt to appropriate descriptive Freudian categories into a critical Marxist theory. Against Marcuse, Adorno held that it was a necessary symptom of capitalist society, which was characterized by a growing narcissism that weakened the defenses of the ego against the super-ego, that both psychological (ego psychology) and sociological (Parsonian sociology) approaches to social totality had to remain aporetic. The function of the ego, in other words, does not remain unscathed by the irrational reality of capitalist society with its endless means-ends reversals. What role do you think psychoanalysis can play in helping us cope with the normative psychosis of our sociopolitical world? Or, putting it in a more open-ended manner, what kind of emancipatory possibility might there be in the narcissistic character—what Adorno referred to as authoritarianism—of subjects of late capitalism?

 

JM: Quite correctly Reich had asked the question of the authoritarian personality that was then taken up by the Frankfurt School. I still think their work on the authoritarian personality is a marvelous use of psychoanalysis. Their use of psychoanalysis allowed them to ask questions about the role the authoritarian personality would play in collusion with or the in the self-replication of fascism. The Frankfurt School took to psychoanalysis. Lukács thought you couldn’t, approaching it differently from within communism or within socialism trying to call itself communism. I never wanted to psychoanalyze society. I am uninterested in saying that society is narcissistic, depressive, or anything like that, but we are all still of the Left. Hopefully, Allah would say we will all go to the Left, even though we use psychoanalysis for different objects. Freud himself was saying we can change society, in discussions about “Why War?” with Einstein, what can we do to stop war. He then relied on theories of psychoanalysis to try to find some sort of answer—interestingly it turned out to be about the role of aesthetics. He thought from within the clinic as well as from elsewhere. I don’t know what Adorno says in full, but just as a quick last note, in pursuing emancipation in the heart of darkness we also need to let light into the heart of darkness.

Sunit Singh is the Editor-in-Chief of the Platypus Review. This interview has been transcribed by Atiya Khan and was first published in the Platypus Review, # 38 (August 2011).


 References:

1. Juliet Mitchell, “Women: The Longest Revolution,” New Left Review, I/40 (November-December 1966): 11-37.

2. C. Wright Mills, “Letter to the New Left,” New Left Review, I/5 (September-October 1960): 18-23.

3. Juliet Mitchell, Women’s Estate (New York: Pantheon Books, 1971), 58.

4. Ibid., 71.

5. “Who is Responsible?: An interview with Fred Halliday,” interview by Danny Postel, Salmagundi, 151-152 (Spring-Summer 2006), http://cms.skidmore.edu/salmagundi/backissues/150-151/halliday.cfm.

 

Of Wafers, Lozenges, Essence & Magnetic Powders

 Dr Velpeau’s Magnetic Love Powders

WANTED! An industrious and strictly honest man in each County in the State to take orders by samples for Velpeau’s Magnetic Agents. Salary first year $800, and small commission, payable monthly. For full particulars address Dr. M. Velpeau, 422½ Broadway, N. Y., sending stamp. Source: The Sauk County Standard, (Baraboo, Wisconsin) 18 July 1855 —————————————————————————————–

This advert might not leap out from the thousands of similar mid-19th-century US ads seeking salesmen for books, farming equipment, store goods etc., but the product behind it is quite unusual. If the industrious and strictly honest man wrote for particulars, the reply wouldn’t tell him much about the job. Instead, it would ask him to send $2 for a sample of the product. Only on the arrival of the sample would he discover that he was expected to sell Dr Velpeau’s Magnetic Love Powders. At this point, most industrious and strictly honest men probably put the episode down to experience and went to look for a more reputable and less embarrassing business opportunity. The particulars sent with the sample claimed:

These powders, properly administered, are warranted irrespective of age, circumstances or personal appearance, to win them the love or unchanging affections of any one they may desire of the opposite sex. The enamoured person had to work out a way of getting the object of their affections to eat the powder, and then wait in anxious lovelorn anticipation until absolutely nothing happened. As one newspaper joked: Only think of it! For two dollars, any enterprising young man – no matter if he is as poor as an editor, and as ugly as a baboon, can through the instrumentality of these powders, make himself “lord” of the most charming lass of “sweet sixteen” to be found within the limits of our friend’s agency, which comprises four counties!

Velpeau’s real name was J C Merrill – perhaps the pseudonym was an attempt to associate the powders with famous French surgeon Alfred Velpeau – and according to the New York Times, his scheme attracted up to 40 letters per day. In late 1855, angry (and still single) customers began writing to the Mayor of New York to complain about ‘Velpeau’. Merrill was arrested for fraud but released when he promised to discontinue business and return the complainants’ money. Six weeks later, however, he was still selling the powders and pocketing the cash, so he was arrested again, charged with defrauding a variety of people, and locked up. As for the spurned lovers, they presumably had to find another way of attaining their goal – the obvious solution being to become richer and better looking.

****************************************

Mr. Crucifix

 Goss & Co. According to a correspondent of the Monthly Gazette of Health (vol 5 1825), the proprietor of Goss & Co was a former shop assistant going by the unlikely name of Mr Crucifix. While Mr Crucifix insisted that his company had genuine surgical credentials, it had a terrible reputation among the medical profession. The Medical Adviser and Guide to Health and Long Life, edited by Alexander Burnett, particularly had it in for him, mounting a sustained campaign against Goss & Co in 1824: Goss and Company!

“Good God! Was there ever such a heap of filth and infamy as this swindling firm of straw! Was there ever such a cancer upon society – such an adroit and plausible system of rapacious plundering! “

The Adviser also remarked that the letters M R C did not stand for Member of the Royal College, but for MURDERING, ROBBING CHARLATAN. ”Domus et placens uxor.”—HOR. Thy house, and (in the cup of life, That honey-drop) thy pleasing wife. H A P P I N E S S “the gay to-morrow of the mind,” is ensured by marriage; ”the strictest tie of perpetual Friendship” is a gift from Heaven, cementing pleasure with reason, by which, says Johnson, we approach in some degree of association with celestial intelligence.” Previous, however, to entering into the hallowed obligation of marriage, it becomes an impressive duty not only to regulate the passions, but to cleanse the grosser nature from those impurities which the freedom of unrestricted pleasure may have entailed upon it.

To the neglect of such attention, are attributable many of those hapless instances, which while they excite the commiseration of the beholder, should also impress him with the fear of self-reproach. Luxurious habits will effeminate the body—a residence in the tropics will too much relax the elastic fibre—but more especially does the premature infatuation of youth too frequently reduce the natural dignity into a state of inanition, from whence the agonized sufferer more than doubts the chance of relief. To all such, then, we address ourselves, offering hope–energy–muscular strength–facility; nor ought our advances to appear questionable, sanctioned as they are by the multiplied proofs of twenty-five years successful experience. The easy cares of married life are sometimes disturbed by the want of those blessings which twine the nuptial wreath—for the female habit is often constitutionally weak —yet it can be strengthened, and deficient energy improved into functional power.

 In every case of syphilitic intrusion, as well as in every relaxation of the generative economy, we pledge our reputation to cure speedily and permanently. Earnestly solicitous to expel the unfeeling empyric from the position so presumptuously taken by him, we deviate from general principles with less hesitation; and confident in our own honourable integrity as Members of the College of Surgeons, we invite sufferers of either sex, (especially those entering into matrimonial life) at once to our house, where daily attendance is given for personal consultation; and immediate answers are returned to country letters, which must minutely describe the case, and contain a remittance for advice and Medicine, which can be forwarded to any part of the world, however distant. No difficulty can occur, as the Medicine will be securely packed, and carefully protected from observation.

GOSS & Co., (M.R.C. Surgeons). 7, Lancaster Place, Waterloo Bridge, Strand, London. *** Just published (Twenty-First Edition), 1st, The AEGIS of LIFE, a similar commentary on the above Diseases.— 2d. HYGEIANA, addressed exclusively to the Female Sex.— 3. The SYPHILIST, a Treatise on Lues Venerea, Gonor- rhoea, &c. May be had at 23, Paternoster-Row, London; F. Hobson, Leeds; and of all Booksellers, Price 5s. Source: The Leeds Mercury, Saturday 29 April, 1837

A correspondent to the Medical Adviser described his experience thus: “When I wrote to Goss & Co., I enclosed a pound bill, and asked their advice. I received a letter by return of post, asking all particulars, (useless to them), for example whether I was fair, tall, handsome, and many other things of little consequence. I was quite disgusted; they concluded with a request for 5l., and they would send me a box of medicine. I received the medicine and a modest request for 25l. and they would cure me … Their medicine I took to a Chemist, and he said I could have got it, bottles and all, for 5s. “

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Champion Damiana Wafers

Damiana is a shrub long reputed to have aphrodisiac effects, and is still used in herbal medicine to boost libido. P.N. George sold a variety of products that were despatched with the utmost discretion. As well as the “Rubber Goods” advertised below, there was also a “Male and Female Combined Preventive Appliance,” and if you were having trouble deciding, you could consult the illustrated catalogue. If the Damiana wafers weren’t enough to get you going, Mr George could also supply cards showing “The Sixteen Positions of Matrimony” or steamy popular literature such as The Honeymoon, and what occurred, The Confessions of a Lady’s Maid, or Boudoir Intrigue, and Confessions of a Gay Young Footman; or Secrets of High Life Exposed. CAUTION!!—Men, Be Careful! Use my Sanitary Rubber Goods. Men’s best Rubber Goods, 2s., 3s., 5s., 7s. per dozen, post free, with my 32 page Illustrated List of every known and up-to-date Rubber Appliance. “Men who are Weak” should send at once for my “Champion” Damiana Wafers. They restore the lost vigour, and are a remedy for Spinal Exhaustion and General Weakness. Send at once. Post free, 2s. 9d. per box; two boxes, 5s. “Men who are Strong” preserve and increase your strength by taking my “Champion” Damiana Wafers. The only genuine strength preservative.

Send at once. Post free, 2s. 9d. per box; two boxes, 5s. Sandalwood or any other capsules sent post paid 2s. 9d. per box. P. N. GEORGE, 10, HOLYWELL STREET, STRAND, LONDON. N.B.—Any of the above goods sent privately at prices quoted to any adult reader of this paper. Write your name and address clearly.

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Renovating Essence of Azilica

 

 

Here is a picture of a fellow epitomising health and manly vigour. The image is from the Dictionnaire encyclopédique Trousset, published in Paris between 1886 and 1891, and is reproduced courtesy of Old Book Illustrations. HEALTH and MANLY VIGOUR GUARANTEED ̶ The RENOVATING ESSENCE OF AZILICA. ̶ One packet of this remedy will convince the most sceptical of its surprising invigorating virtues; it may be taken with the greatest safety and certainty by all who suffer from weakness, lowness of spirits, depres- sion, nervousness, and debility.

 Females would do well to take this remedy, as, by quickening the circulation and enriching the blood, it imparts health and bloom to the most impaired constitution, and is a remedy for relaxation, spermatorrhӕa, and all the distressing con- sequences arising from early abuse, indiscriminate excesses, or too long residing in hot climes. It has restored bodily and sexual strength and vigour to thousands of debilitated persons, who are now in the enjoyment of health and the functions of manhood; and what- ever may be the causes of disqualification for marriage, they are effectually subdued by this wonderful discovery.

Parties taking the above remedy are entitled to the advice of a Medical Man, Free of Charge. Price 1s. 6d. per Package, to which are added advice and directions for self-cure. ̶ Sole Agents : Winnall, High Street, Bir- mingham ; Mander and Weaver, Victoria Street, Wolverhampton ; Hutchings, Dudley; C. Britten, Wednesbury; W. Britten, Tipton and Prince’s End; Osborn, High Street, West Bromwich. Source: The Birmingham Daily Post, Thursday 23rd January 1868

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May’s Celebrated Love Lozenges 

 This advert doesn’t specify whether you have to take the lozenges yourself in order to exert a magnetic influence on the object of your affections, or whether you’re supposed to give him or her one (a lozenge, that is) under the pretence that it’s a delicious bon-bon. But in either case, who could resist ordering the “extra-strong” version? MAY’S CELEBRATED LOVE LOZENGES. SURE and safe, pleasant in taste, certain in effect; gains the undying love and affection of any one you wish; none can resist their magnetic influence. In boxes, post free, 9 stamps; extra strong, 13 stamps. The best are the cheapest.—Mr. MAY, Pharmaceutical Chemist (by diploma), 22, Heaton-road, Peck- ham-rye, London. N.B.—Beware of Spurious Imitations. Y.S.—Latin prescriptions translated into English, six stamps. Source: Reynolds’s Newspaper (London), Sunday 4th January, 1874.

Tram-Traveller

 

Utpal Kumar Basu (translated by HUG)

Some of the days my office would start early. Used to sit with work pretty much  in the morning. By noon I would usually take a tram-car back home.

Often I used to detect the wan, unwell but steadfast Samar Sen returning home too. He’s also a morning worker. I would spot a dank rexine bag that he carried along. Must be the papers of the Frontier magazine? Proofs, manuscripts, reams of letters? What else might he be carrying? Are there no poems—one or two surely? A scribbled draft, some acolyte seeking wisdom?—my imagination knew no bounds. Because Samar Sen is a poet. Though for the past 40 years he had not written any poetry.

His interest in literature had thinned, but flowed underneath. A streak. He had chosen the genre of the political commentator to write and reflect. And his English prose style is vintage. Ah—a classical romantic—am I confusing tendencies? It won’t be an exaggeration to say that his Frontier was nurtured mostly by a readership that was not Bengali. I used to often encounter a walking myth in that second class tram-car. Those were times when it was not difficult to summon awe. My day would go well.

When he counted the change while buying tickets—the many ashoka-stambhs, portraits of national leaders, an India robust and bustling with agricultural and industrial wealth—ah, how each of those coins would dance and dazzle. Every single one of those icons the poet had tirelessly pulled down, scorned, ridiculed all these years. I almost began to contemplate and hope fervently, that those coins would slip quietly through his fingers. But they didn’t—how surprising!

Samarbabu lives in a rented place in South Calcutta. Last monsoon his ground floor apartment was awash—with water and flotsam. Since then he has gone upstairs, at the behest of the kind landlord. He has, don’t we know, refused all governmental aid, apartments and houses with no hesitancy. In his later life, sundry biochemical medicines would be his sole, faithful mates. Perhaps he didn’t have the wherewithal or didn’t opt for a costly treatment.

It is an intractable pride that only a revolutionary can summon. Someone who engineered history and was a part of it. Not an academic. Not an activist. Had Samarbabu bowed down his head a little, smiled a wee bit—there would have been no dearth of garlands for him. Had he not raised that wan finger of his and cursed passionately, logically and incessantly–the many ills that irk and bother our social fabric—surely his finger would have exhibited some diamond-studded ring by now.

But all he wanted, my poet, was to “Suffuse my dreams with the fragrance of the mahua-flower.”

Utpal Kumar Basu is one of the leading poets of  Bengal.

 

Fair’s Unfair

 

Anisha Datta

Against the backdrop of a globalized capitalist economy and postcolonial modernity, contemporary Indian metropolises are sites of prolific production and consumption. Since the mid-1980s an intensified and highly visible consumer culture has emerged in urban spaces and there has been an unprecedented proliferation of media and mediated images in everyday life. Advertisements are the symbols of India’s globalized and deregulated economy and its main consumers are the upwardly mobile middle class. India has a huge middle-class population of approximately 250–350 million with growing purchasing power, reflected by the remarkable increase in purchase of consumer durables in the last decade. Recently, the global real-estate consulting group Knight Frank ranked India fifth in the list of 30 emerging retail markets.

In this essay, I will undertake a feminist and postcolonial deconstruction of one of the ‘Fair & Lovely’ face cream advertisements in order to unpack how this particular advertisement appeals to a set of dominant gender and aesthetic prejudices by seducing the careerist and consumerist desires of educated young Indian women. [2]

(For a video version of the ad–please visit: http://www.youtube.com/watch?v=yET6dTSYsSA )

Baudrillardian Moments

At the outset, I would like to point out two classic Baudrillardian moments that I experienced while I was surfing the website (www.agencyfaqs.com) from where I accessed this advertisement. The ‘agencyfaqs’ website aptly reflects how production and consumption intersect with and reconstitute each other in the new media of the World Wide Web, and that too on a global scale. It is a website where the advertising agencies are advertising their products, primarily targeting potential client corporations; and at the same time it is a site for pure entertainment and leisure for a casual Internet surfer. And in the role of a casual surfer I chanced upon this website and this particular advertisement. Secondly, this website represents the extreme ephemeral and episodic nature of form that characterizes the postmodern world. The site uploads any new ad’s audio/visual form, which they call the streaming version, as well as the still image-frames which are termed the storyboard. But the streaming version can be accessed only in the first few days, when the new ad is being  beamed over the television channels and hence still ‘live’. After which it is withdrawn from the website, and then one can only find the storyboard version of the same advertisement – which by now has been reduced to the status of ‘file picture’. This reflects the transient existence of any mass-circulated sign today, be it fashion, news item or advertisement. Its only recently that one discovers the adverstisement on sites like youtube for another kind of consumption.

The Narrative Unpacked

The narrative of the advertisement revolves around an educated young woman with a passion for cricket, the most popular sport in India, who aspires to be a TV cricket  commentator. The advertisement also depicts the hyperreal  journey of an ‘ordinary’ young woman from an unknown city neighbourhood to the globalized information highways of satellite television and ‘live’ cricket matches.

The story of Indian cricket, which begins with the first mention of a cricket match played by British sailors in Cambay in 1721, is a story of its gradual indigenization. Since India’s victory in the World Cup Cricket tournament in England in 1983, cricket has emerged as a huge corporate business in India in terms of match sponsorship, product endorsement by cricket players and the revenue generated through telecast rights and advertisements shown during telecast cricket matches. [3] As we know, cricket in India is popularly portrayed in chaste terms, as being a social unifier cutting across class and regional boundaries, a civilizing agent and a national cultural bond striving to overcome religious, caste and language divisions. Since the mid-1980s, there was a significant change in the nature of cricket consumption with the spread of viewership through television, which has taken cricket out of its urban confines to the villages and small towns. During the last World Cup Cricket tournament in February 2003, 79.9 million Indians tuned into live cricket telecasts, of which 36.5 million – that is close to 50 per cent – were female viewers. [4]

In the words of cricket historian Ramachandra Guha, cricket has become a vehicle for the playing out of nationalist feeling. [5] India’s success in the game can also be viewed as the reappropriation of cricket by a former British colony, a typical phenomenon of the ‘Empire striking back’. The indigenous adoption of cricket also reflects certain ideas of self-cultivation, manliness and self-worth. The game became a mirror through which a (middle class) [6] Indian identity assessed itself.

However, it is to be noted that even today, cricket commentary in India is overwhelmingly a male domain, as is the case with all other televised sports. Therefore, the aspiration of the girl in the advertisement indicates a definite breaking of new ground, a detraditionalizing move, as she wants to make a foray into a traditionally male occupation. Commentators have always been men and often these days one finds images of former (male) cricketers wielding the microphone on TV instead of the willow and the ball. Thus the advertisement projects a hyperreal world in which gendered occupational barriers have apparently withered away, courtesy of commodity consumption.

Let us now look into the initial images in some detail: the woman is walking into an expansive cricket field dressed in a three-piece suit, salwar kurta, which is a typical dress of young working women in urban India. The shot of the woman walking into the huge field in the image is quite significant, as it can be read as the allegorical representation of the woman’s entry into the juggernaut world of a high-profile career and conspicuous consumption.

 Moving on to a later images in frame five, she is seen to be practising mock commentary while watching a cricket match on the TV. Keeping in mind the present status of cricket in India, the advertisement simulates the fusion of commerce and leisure/entertainment by representing the woman watching cricket on TV, commentating and using as well as advertising the product Fair & Lovely. In this image, she is also shown to have dark skin tone compared to her sister. It is the most hyperreal and commercial moment in the whole narrative, when her sister introduces her to the Fair & Lovely cream. It’s an advertisement within an advertisement. This image frame is an example of Baudrillarian hyperreal. It’s a simulation of the TV image and reality in which the relation between the signifying system and the reality gets ambivalent. The real is now an effect of the television commercial. The dialectical dynamics between the advertising image and reality are blurred in the process and the subjects turn indifferent towards it. What are left are merely signifying practices of becoming ‘fair’ (light skin toned), having the coveted and successful career of cricket commentator, breaking the glass ceiling, consuming more and promoting more consumption. Thus this image aptly reflects the closed circuit of commercial simulacra where advertisement, commodity, cricket, TV, entertainment, career aspiration and consumption all play into each other to produce the seductive hyperreal. [7]

 Why Fair’s Unfair?

 Secondly, the advertisement appeals here to a set of prevalent gender and aesthetic prejudices by ‘seducing’ the careerist, consumerist and aesthetic desires of educated young Indian women. The young woman has a talent for commentary. But she is not born with a fair (light) skin complexion and hence not considered ‘conventionally’ beautiful by dominant Indian aesthetic standards. This desire for fair skin is well reflected in the images of lead actors/actresses in the other domain of Indian public culture – the mainstream Hindi Films. Also a casual browsing of the matrimonial columns in Indian newspapers and Internet sites makes it evident that when searching for a bride, fair/light skin tone becomes the most important aesthetic consideration. In the advertisement this aesthetic desire is kept minimally explicit. However, the metamorphosed image of the woman [8] does carry the seductive message which is sufficient for the consuming female subject to understand that a ‘fair and hence lovely’ look is absolutely essential to get a job ‘in front of the TV camera’, where visual appeal matters a lot. Note that in the advertisement the girl sends a videotape of her portfolio to the TV company. Thus the surface and appearance that is the skin tone becomes as important (if not more so) as the substance that is the woman’s commentating skills. In the process both the woman and Fair & Lovely face cream attain sign value.Also note that it is men who select her for the job, which directs our attention to the androcentric nature of the culture and economy.

Most importantly, it has to be noted that the ascribed and natural skin colour of the girl is transformed with the help of a chemical technology, the bleaching cream, whereby she achieves a new and perceptibly lighter skin tone. [9] Thus in consumer capitalism nothing is impossible and the collapse of difference between the true and the false is replaced by the hyperreal. The advertisement narrates and interpellates a typical manifestation of a (post)modern self, where one must constantly work on oneself through a kind of self-therapy with the aim of achieving new sign values. The woman is not merely an object of consumption here. She is also an active subject of production and consumption.

Detraditionalization and Retraditionalization

In the narrative, the woman and her family successfully dispose of the traditional mindset that sport commentary is a ‘masculine’ profession. Nevertheless, the other more deeply entrenched gender and aesthetic prejudices could not be subverted. Traditionally, fair/light skin tone is equated with beauty and particularly feminine beauty in India. The issue here is also how dark- and light-skinned status-coding is both pre- and postcolonial. The earliest Vedic text Rig Veda, scripted by Indo-Aryan language speakers and dating back to 1500–1000 BCE. has a few references to non-Indo-Aryan language speakers Dasa, who were compared to demons, being blackskinned (Krisha-tvach) and speaking a strange language. [10] However, historians such as Romila Thapar caution that Indo-Aryan ‘refers to a language group and not to race, and language group can incorporate a variety of people’. [11]

Unfortunately, nineteenth-century Orientalist scholars and British census officials concocted a theory of Aryan race invasion of ancient India. Such discourses also racialized the words Arya and Dasa as well as the caste system. [12] In present-day India, innumerable shades of brown, black and lighter skin tones can be found across the spectrum of class, caste, religion and ethnic groups. However, even in the fourteenth-century CE Vaishnavite literature of Bengal (India), one finds that Gourango (i.e. fair skin complexion) is more aesthetically appealing to the poets such as Vidyapati and Chandidas. [13] Finally, India’s colonial encounter with a ‘white race’ in the eighteenth century simply seems to have reinforced this already existing aesthetic obsession with fair skin. Though new ground is broken in the narrative of the advertisement when the woman gets the ‘nontraditional’ job, ‘tradition’ is re-established ‘in the last instance’ with the aid of a retrogressive and gendered idiom, the ‘fair and lovely’ aesthetic myth and the (post)modern capitalist logic of self-therapy and material success.

In India, ‘fairness’ face cream is especially targeted at young women aspiring to get a job or get married, the category of women for whom looking beautiful is essential to be marketable, be it in the job or the arranged-marriage market. The ‘fairness’ cream market size in India is currently estimated at Rs6.5 billion or US$140 million. [14] Though many young men in India also aspire and eventually become TV sport commentators, air stewards, fashion models and so on, so far ‘fairness’ cream advertisements have never explicitly targeted them, which again suggests how the culture of ‘looking fair’ is overtly gendered.

Conclusion

 To conclude, the advertisement appeals to a set of prevalent gender and aesthetic prejudices by ‘seducing’ the careerist and consumerist desires of educated young Indian women. Depicting the life of an ‘ordinary’ consuming subject from an unknown city neighbourhood to the globalized information highways of satellite television, the advertisement successfully projects a hyperreal world in which gendered occupational barriers have apparently withered away, courtesy of commodity consumption. The commercial is a pastiche of ‘seductive simulacra’ [15] concerning the aesthetic desire for ‘fairness’ in the midst of ‘unfair’ cultural prejudices, social contradictions and apolitical commercial ideologies. In this maze of the hyperreal, the deep ideological resonances are reduced to mere spectacles. The absorptive capacities of consumer capitalism once again emerge as the winner. And the critical question, which gets muted, is the following: how can we identify the structures of domination when apparently no one is dominating? [16]

Anisha Datta teaches at the Department of Sociology, Brandon University. This essay was first published in The International Journal of the History of Sport in September 2008.

Notes

[1] http://www.knightfrank.com/ResearchReportDirPhase2/11113.pdf, accessed 29 August 2008.

[2] See the Fair and Lovely face cream’s youtube version in this essay.

[3] A feature in Hindu Business Line reported that in 2001, India played four one-day international cricket matches and over 450 brands advertised on TV during the live telecasts of these matches. The number of spots purchased during the period was over 16,000. See Nithya Subramanian, ‘Cricket as Always is Top Scorer in Rating, Hindu Business Line, 3 June, Consumption and Career in Indian Advertising 1635. Downloaded by [Brandon University GST] at 13:51 16 August 2011 2002, available online at http://www.blonnet.com/2002/06/03/stories/2002060302100100.htm, accessed 15 October 2005.

[4] From Adex World Cup Brand Barometer, available online at www.indiantelevision.com/ tamadex, accessed 15 October 2005.

[5] See R. Guha, A Corner of a Foreign Field.

[6] The addition in brackets is mine. See Majumdar, ‘Politics of Leisure in Colonial India’.

[7] See Baudrillard, Selected Writings.

[8] Compare image in Figure 5 to that in Figure 8.

[9] See the image in Figure 8.

[10] Thapar, Ancient Indian Social History, 154. See also his Early India.

[11] Thapar, Early India, 15.

[12] The German Indologist Max Muller maintained that the ‘Aryans’ invaded in large numbers and subordinated the indigenous population of Northern India in the second millennium BCE. Since a mechanism for maintaining racial segregation was needed, this took the form of dividing society into socially self-contained and separate castes. Though the equation of language and race was seen to be a fallacy by Muller, there was yet a tendency to use it as a convenient distinction (Thapar, Early India, 13). In colonial India, H.H. Risley the late nineteenth-century British Census Commissioner and ethnologist, maintained that the dominant factor in the formation of caste was the conquest of one race by another. His scientific ambition was to trace the correlation between marriage customs, physical types and the racial origins of caste (Dirks, Castes of Mind).

[13] I would like to thank Dr Mandakranta Bose for bringing this history to my notice.

[14] Ratna Bhushan, ‘Fairness Cream Ads Acquire Darker Hue’, The Hindu Business Line, 4 March 2003, available online at http://www.blonnet.com/catalyst/2003/03/04/stories, accessed 15 October 2005.

[15] Baudrillard, Selected Writings.

[16] However, there have been a few protests against fairness cream TV commercials in India. Following a petitioning by The All India Democratic Women’s Association in September 2002, the government of India recently wrote to several television channels to stop them airing advertisements promoting fairness creams on the premise that these are demeaning to women and promote skin colour prejudices.