Chapter 1. Intimate Capitalism Unveiled -- Chapter 2. Making of Intimate Capitalism: From Cultural Economy to Creative and Cultural Industries -- Chapter-3. An uncomfortable truth? Rethinking the relationship between neoliberalism and the creative and cultural industries -- Chapter 4. Craft Embeddedness: Markets and the Quest for Authenticity in Intimate Capitalism -- Chapter 5. Orange Economy? Hollywood Smile? Colombia’s New International Division of Cultural Labor (NICL) -- Chapter 6. Art in the Age of Digital Capitalism: A Marxist critique of Non-Fungible Tokens (NFTs) -- Chapter 7. Creative India: Tapping the Full Potential -- Chapter-8 India’s Creative Economy: A Productivity Study.

The book explores the concept of ‘intimate capitalism’ within the context of the rising cultural and creative industries. The assimilation of culture with capitalism has produced a mass culture that socialises people with the culture of capitalism, effectively domesticating and controlling the masses by establishing an intimate relationship between labor and working conditions. Intimate capitalism is a new form of capitalism where workers invest their labor and work overtime due to an affective connection to the cultural product they are working on or an intimacy with the cultural working conditions. It critically examines the narratives surrounding the creative economy, as well as digital innovations within cultural industries, to highlight how they are reinforcing and perpetuating exploitative working conditions. The erosion of workers’ rights under intimate capitalism is examined to show how cultural industries seek to dominate the lives of those working within them, leading to an increased commodification of culture and institutionalisation of creative assets in the name of economic growth and development. This book offers a critical framework for understanding intimate capitalism and outlines its impact on workers, particularly those within developing economies. It will be relevant to students and researchers interested in cultural economics, the political economy, and labour economics. Bhabani Shankar Nayak works as Professor of Business Management in the Guildhall School of Business and Law, London Metropolitan University, UK.