Global Platforms Weaving into the Craft Industry

Christine Ithurbide ()
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Christine Ithurbide: Passages - UB - Université de Bordeaux - ENSAP Bordeaux - École nationale supérieure d'architecture et du paysage de Bordeaux - UBM - Université Bordeaux Montaigne - CNRS - Centre National de la Recherche Scientifique

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Abstract: This chapter discusses the deployment and localisation of global digital platforms in India through a case study of the craft industry, a largely informal and precarious sector, and the socio-economic transformation to which they contribute for local players. It aims to take part in recent critical research on the strategies of transnationalisation processes by global communication and technology players in the Global South and their consequences for local industries in terms of work dynamics and power relations. Based on exploratory research that has been initiated in the states of Assam and Tamil Nadu, where several global players in the digital economy, especially Amazon and Flipkart, have launched their digital programme and partnered up with public institutions, the chapter will analyse these corporations' localisation strategies, the difficulties they have encountered, as well as the way in which they participate in a certain number of reconfigurations in organising local artisanal production and creative work. This research relies on qualitative methodology associated with an ethnographic approach, the study of a documentary corpus and content analysis of digital platforms.

Date: 2023
Note: View the original document on HAL open archive server: https://hal.science/hal-04355273v1
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Published in Philippe Bouquillion; Christine Ithurbide; Tristan Mattelart. Digital Platforms and the Global South: Reconfiguring Power Relations in the Cultural Industries, Routledge, pp.91-108, 2023, Routledge Advances in Internationalizing Media Studies, 9781032489919. ⟨10.4324/9781003391746-5⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04355273

DOI: 10.4324/9781003391746-5

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