The Body in Indian Sports: A Discursive Trajectory from Colonial to Neoliberal Times

Abstract

The sporting body in Indian sports studies has been studied in the context of changing power relations in society, and this essay continues in a similar vein. The significance of sport in India evolved from being used as a means of control by the coloniser to becoming a point of resistance and then a tool for nation-building for the colonised peoples. Post-liberalisation wrought significant changes to the social and cultural landscape and brought with it a singular focus upon the individual, as the idea of the nation receded to the background and the link between sport and self-making became prominent. In the context of the changing cultures of sport and the body from colonial to post-liberalisation India and the growing prominence of sport in popular culture, this chapter turns a critical eye towards the representation of sport in three Nike advertisements between 2007 and 2016 with the understanding that these representations are shaped by the workings of power and ideology in society and therefore provide a window to access the evolution of sports discourse over time. Through this examination, it explores the complex dynamic between the liberation of the postcolonial sporting body from discursive shackles and its evolution – and possible entrapment – into becoming a placard of the neoliberal vision and what this means in terms of the decoloniality discourse.

Citation

Jha, S. (2024), "The Body in Indian Sports: A Discursive Trajectory from Colonial to Neoliberal Times", Mani, V. and Krishnamurthy, M. (Ed.) The Postcolonial Sporting Body: Contemporary Indian Investigations (Research in the Sociology of Sport, Vol. 20), Emerald Publishing Limited, Leeds, pp. 17-33. https://doi.org/10.1108/S1476-285420240000020002