JUMP CUT
A REVIEW OF CONTEMPORARY MEDIA

Let them eat cake! neoliberalism and the ideology of the aesthetic

Jyotsna Kapur

Jyotsna Kapur teaches Cinema Studies at Southern Illinois University, Carbondale. She is the author of Coining for Capital: Movies, Marketing and the Transformation of Childhood (Rutgers University Press, 2005) and co-edited with Keith B. Wagner, Neoliberalism and Global Cinema: Capital, Culture, and Marxist Critique (Routledge, 2011). She is currently working on a book-length manuscript, After Me the Flood: The Generational Politics of Brand India.