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Nakassis s ambitious volume shows the deep insights into politics and economics that careful attention to everyday sociality can yield. The result is both a tour de force of semiotic analysis and a poignant account of lives immersed in the world of mass media and consumerism. --Webb Keane, University of Michigan In this imaginative and original work, Nakassis provides a radical new way of thinking about cinema, commodification, and style in Tamil youth culture. This is achieved through a close analysis of the performative work of citation how youths constantly borrow from film culture just as films themselves are pastiches of other films and ordinary life. Theoretically innovative and ethnographically rich, the book demonstrates convincingly the cinematic quality of daily life and the endless play with identity that citation affords. --Brian Larkin, Columbia University Doing Style posits a compelling theory of youth culture that draws upon the notions of performativity and interdiscursivity. Brimming with sharp theorizing and creative arguments, it will have an important impact on the study of youth culture, South India, film, code-switching, and fashion across disciplines in the social sciences and humanities. Bravo. --Alexander S. Dent, George Washington University In this imaginative and original work, Nakassis provides a radical new way of thinking about cinema, commodification, and style in Tamil youth culture. This is achieved through a close analysis of the performative work of citation--how youths constantly borrow from film culture just as films themselves are pastiches of other films and ordinary life. Theoretically innovative and ethnographically rich, the book demonstrates convincingly the cinematic quality of daily life and the endless play with identity that citation affords. --Brian Larkin, Columbia University Nakassis's ambitious volume shows the deep insights into politics and economics that careful attention to everyday sociality can yield. The result is both a tour de force of semiotic analysis and a poignant account of lives immersed in the world of mass media and consumerism. --Webb Keane, University of Michigan Doing Style posits a compelling theory of youth culture that draws upon the notions of performativity and interdiscursivity. Brimming with sharp theorizing and creative arguments, it will have an important impact on the study of youth culture, South India, film, code-switching, and fashion across disciplines in the social sciences and humanities. Bravo. --Alexander S. Dent, George Washington University Doing Style posits a compelling theory of youth culture that draws upon the notions of performativity and interdiscursivity. Brimming with sharp theorizing and creative arguments, it will have an important impact on the study of youth culture, South India, film, code-switching, and fashion across disciplines in the social sciences and humanities. Bravo. --Alexander S. Dent, George Washington University

In this imaginative and original work, Nakassis provides a radical new way of thinking about cinema, commodification, and style in Tamil youth culture. This is achieved through a close analysis of the performative work of citation how youths constantly borrow from film culture just as films themselves are pastiches of other films and ordinary life. Theoretically innovative and ethnographically rich, the book demonstrates convincingly the cinematic quality of daily life and the endless play with identity that citation affords. --Brian Larkin, Columbia University

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Constantine V. Nakassis is assistant professor of anthropology at the University of Chicago.

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