‘Brand Pakistan’

Global imaginings and national concerns in Pakistani anglophone literature

Authored by: Barirah Nazir , Nicholas Holm , Kim L. Worthington

The Routledge Companion to Pakistani Anglophone Writing

Print publication date:  September  2018
Online publication date:  October  2018

Print ISBN: 9781138745520
eBook ISBN: 9781315180618
Adobe ISBN:

10.4324/9781315180618-29

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Abstract

We address the question of who should be counted as an ‘authentic’ Pakistani author in the contemporary cosmopolitan literary market, considering arguments and counter-arguments for the inclusion of prominent authors on the basis of location (birth, residence), religion, and subject matter. Adopting a cultural materialist framework, the concept of ‘Brand Pakistan’ is proposed as a possible answer: ‘Pakistan’ (and so ‘Pakistani author’) is understood as a marketing category in global literary markets. The consequences of ‘Brand Pakistan’ are then considered in terms of self-exoticism and how it might encourage authors to pander to Western readers in order to find international success.

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