Enterprise culture, neoliberalization, and cable television at the last-mile: A case-study of local cable operators in Mumbai

Abstract

This paper centers last-mile distribution networks of cable television as a prism to analyze the political-economic, socio-spatial, and subjective transformations brought about by neoliberal reforms in India. I provide an on-ground perspective of enterprise culture and entrepreneurial citizenship based on an ethnography of Mumbai-based last-mile distributors of cable television also called cablewallahs. In the wake of their disempowerment in the television distribution value-chain, cablewallahs represent themselves as entrepreneurs at the core of India’s digital economy. I combine insights from enterprise culture scholarship, television studies and anthropologies of masculinity, to shed light on this enactment in the paper. I demonstrate that cablewallahs configure their citizenship as ‘entrepreneurial’ by aspiring to middle-class valorised notions of respectability and civic duty and sustaining their last-mile networks through intimate knowledge of clientele, networks of male conviviality and vernacular solidarities. I argue that in Mumbai, entrepreneurial citizenship emerges as a useful gendered subjective disposition for navigating socio-economic marginalization and subjective-material changes in neighbourhood identity brought about by neoliberalization.