Get Globalization on the Ground: New Media and the PDF

By Steve D Derne

ISBN-10: 8178298260

ISBN-13: 9788178298269

This booklet means that the first results of globalization in India have from monetary alterations instead of new media, making a small transnational center category, reworking the lives of individuals during this type. concentrating on the center sessions in India, the e-book indicates how globalization has reworked tradition, type, and gender in India within the years due to the fact monetary liberalization. The booklet argues that with globalization, category identities needs to be outlined extra by means of transnational contexts than inside bounded international locations; they're in response to shared styles of intake greater than shared positions within the economic system; and are more and more outlined through gender kinfolk.

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Additional info for Globalization on the Ground: New Media and the Transformation of Culture, Class, and Gender in India

Sample text

While American films may not be a regular part of his diet of film consumption, he brings the percentage of men who enjoy at least some American films to 50 percent (16/32). Certainly, none of the men whom I interviewed considered seeing films in English. “They wouldn’t make sense” unless they are dubbed into Hindi, one man told me. But the dubbed version of Mission Impossible 2 and Godzilla were part of many film-goers shared experiences36— and 22 percent (7/32) of the men I interviewed were so charmed by foreign films that they claimed to see very few Hindi films.

While some scholars assert that market identity increasingly usurps other forms of identity, it is clear that national, class, and gender identities often remain salient. The contradictory and discontinuous effects of globalization pose a number of questions that this study aims to answer. First, what are the social and cultural factors that determine whether globalization transforms local practices or is fiercely resisted? Why, for instance, does a relentless celebration of love in the transnational media and the local media influenced by it fail to move many ordinary Indians to reject arranged marriages?

One central aim of this book is to consider not only how much Hollywood films and cable television might have played a role in transforming the content of Hindi films but also why Hindi films have resisted transformation in many ways. Even as cultural globalization is transforming India’s media landscape, there is resistance to the new cultural flows. When Valentine’s Day celebrations grew in popularity because of cable music channels MTV and Channel V, supporters of both the opposition Congress party and the ruling Bharatiya Janata Party (BJP) vowed to ban such celebrations.

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Globalization on the Ground: New Media and the Transformation of Culture, Class, and Gender in India by Steve D Derne


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