Nationalizing the Consumption of Tea for the Hindi Reader: The Indian Tea Market Expansion Board's advertisement campaign
Bibliographic record
Abstract
Abstract In analysing a campaign launched by the Indian Tea Market Expansion Board in a Hindi literary periodical, this article seeks to read tea advertisements within the cultural history of gendered lives and nationalism in the decade leading up to Indian Independence. More specifically, it explores how multiple versions of feminized Indian modernity came to feature in the construction of black tea as a healthy, social, and national beverage. As the habit and custom of tea drinking was not common amongst the Indian population of the first half of the twentieth century, the advertisements focused on the creation of a culture of ‘proper’ tea preparation and ‘correct’ consumption. Not only did the middle-class woman and her family feature centrally in these advertisements; aristocratic and working women as well as movie actresses were all associated with the beverage drunk to reenergize and savour. While the advertisements addressed middle-class society and consciousness, this article argues that they did so by also drawing on, and not distancing from, diverse class, caste, and professional contexts.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.002 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.006 | 0.002 |
| Scholarly communication | 0.004 | 0.001 |
| Open science | 0.000 | 0.002 |
| Research integrity | 0.001 | 0.002 |
| Insufficient payload (model declined to judge) | 0.006 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".