The Global Desi: Cultural Nationalism on Mtv India
TL;DR: The authors examines how the introduction of satellite television into India during the 1990s has led to the emergence of a new form of cultural nationalism based on the active and self-conscious indigenization of global media.
Abstract: The article examines how the introduction of satellite television into India duringthe 1990s has led to the emergence of a new form of cultural nationalism based on the active and self-conscious indigenization of global media. Using MTV India as an ethnographic case study, this process is demonstrated through analysis of the images themselves and by a consideration of what they mean to informants. It outlines a now-mythical historical narrative whereby a wired-in middle class forced the indigenization of programming on MTV India, programmingthat was initially aimed at a more abstract global audience. It then demon strates the ways and reasons why this cultural nationalism depends, somewhat paradoxically, on its own global dimensions.
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Journal Article•
TL;DR: In this article, the authors present a macro-level portrait of the networked forms of organization, production, and distribution in which the world's largest multi-national media organizations operate, including Time Warner, Disney, News Corp, Bertelsmann, CBS, NBC, and Viacom.
Abstract: Today, the media empires of Time Warner, Disney, News Corp., Bertelsmann, CBS, NBC, and Viacom span large portions of the globe and exert considerable economic, political, and cultural power. This article presents a macro-level portrait of the networked forms of organization, production, and distribution in which the world's largest multi-national media organizations operate. First, it provides a detailed accounting of the internal structures of and the partnerships between these transnational media conglomerates. Second, it examines the production and distribution arrangements and the financial partnerships between conglomerates and regional and local media organizations. Third, it examines the role of open-ended network connections (i.e., links to parallel business, political and creative networks) in shaping this global network of media organizations.
130 citations
TL;DR: In this article, the authors examined the role of a key player that has largely been left out of the globalization debate, the consumer, and found that consumers are not merely pawns of MNCs or governments.
Abstract: In emerging markets, the main actors in the globalization process are widely considered to be governments and multinational corporations (MNCs). The authors examine the role of a key player that has largely been left out of the globalization debate—the consumer. Viewed through a lens of consumer agency, the authors outline important factors that influence whether new foreign goods that enter the marketplace are accepted, rejected, or transformed by consumers. This is investigated in the context of the Indian marketplace, an emerging market that has only recently had access to foreign goods. The authors’analysis suggests that consumers are not merely pawns of MNCs or governments. The framework developed to understand the complexities of consumer agency in an emerging market provides the first such effort to guide future empirical consumer globalization research.
76 citations
Cites background from "The Global Desi: Cultural Nationali..."
...Cullity (2002) has described this as the audience forcing MTV to indigenize in a stunning display of cultural nationalism....
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38 citations
TL;DR: The authors analyzes the significance of linguistic and cultural regions for the global expansion and localization of digital platforms and brings issues of globalization and cultural difference to bringing issues of cultural differences to the international community.
Abstract: This article analyzes the significance of linguistic and cultural regions for the global expansion and localization of digital platforms Bringing issues of globalization and cultural difference to
34 citations
Cites background from "The Global Desi: Cultural Nationali..."
...Scholarship on MTV’s hybrid avatars across the world has shown that localization is a far more complex process involving cultural translations and exchanges that can at times be politically fraught (Cullity, 2002; Fung, 2006)....
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TL;DR: In this article, a hypothetical path model investigated how viewing U.S. television would be associated with feelings of relative deprivation among Asians, and the findings suggest that people in both countries may universally experience perceptions of perceived relative deprivation associated with TV consumption.
Abstract: A hypothetical path model investigated how viewing U.S. television would be associated with feelings of relative deprivation among Asians. The South Korean survey data (N = 352) revealed that viewing U.S. television was associated with estimates of Americans' affluence, and the estimates were in turn associated with dissatisfaction with Korean society. The Indian survey data (N = 333) showed that viewing U.S. television was directly associated with both dissatisfaction with personal life and dissatisfaction with Indian society. The findings suggest that people in both countries may universally experience perceptions of relative deprivation associated with U.S. television consumption. Data collection for this study was supported by a grant from Jimirro Center for Study of Media Influence, College of Communications, Penn State University.
29 citations
Cites methods from "The Global Desi: Cultural Nationali..."
...For instance, Kaun Banega Crorepati is modeled after Who Wants To Be A Millionaire, the program Movers and Shakers is very similar to David Letterman, India Guide is an imitation of TV Guide, and so on (Cullity, 2002)....
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References
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TL;DR: In this paper, a collection of critical writing ranges from Gorgias and Plato to Sigmund Freud and Mikhail Bakhtin and each of the 147 contributions has a headnote introducing the writer and making connections to other critics, theorists and movements.
Abstract: This anthology of critical writing ranges from Gorgias and Plato to Sigmund Freud and Mikhail Bakhtin. Each of the 147 contributions has a headnote introducing the writer and making connections to other critics, theorists and movements. An introduction surveys the history of theory and criticism.
743 citations
Book•
01 Jan 1976
TL;DR: In this paper, the authors describe a period of growing cultural-communications struggle between those seeking the end of domination and those striving to maintain it, and the intention of this work is to assist, in a very modest way, in the outcome of this struggle.
Abstract: This title was first published in 1976. The attainment of political independence by more than ninety countries since the Second World War has directed attention to the conditions of economic helplessness and dependency that continue to frustrate the development of at least two-thirds of the world's nations. Two and sometimes three decades of disappointing efforts to extricate themselves from dependency have begun to provoke serious reappraisals in many lands about the entire concept of development. Accordingly, the time ahead will surely be a period of growing cultural-communications struggle ・ intra- and inter - nationally ・ between those seeking the end of domination and those striving to maintain it. The intention of this work is to assist, in a very modest way, in the outcome of this struggle.
524 citations
Book•
10 Dec 1999
TL;DR: Purnima Mankekar as mentioned in this paper presents a cutting-edge ethnography of television-viewing in India, focusing on the responses of upwardly-mobile, yet lower-to-middle class urban women to state-sponsored entertainment serials.
Abstract: In Screening Culture, Viewing Politics Purnima Mankekar presents a cutting-edge ethnography of television-viewing in India. With a focus on the responses of upwardly-mobile, yet lower-to-middle class urban women to state-sponsored entertainment serials, Mankekar demonstrates how television in India has profoundly shaped women’s place in the family, community, and nation, and the crucial role it has played in the realignment of class, caste, consumption, religion, and politics.
Mankekar examines both “entertainment” narratives and advertisements designed to convey particular ideas about the nation. Organizing her study around the recurring themes in these shows—Indian womanhood, family, community, constructions of historical memory, development, integration, and sometimes violence—Mankekar dissects both the messages televised and her New Delhi subjects’ perceptions of and reactions to these messages. In the process, her ethnographic analysis reveals the texture of these women’s daily lives, social relationships, and everyday practices. Throughout her study, Mankekar remains attentive to the tumultuous historical and political context in the midst of which these programs’ integrationalist messages are transmitted, to the cultural diversity of the viewership, and to her own role as ethnographer. In an enlightening epilogue she describes the effect of satellite television and transnational programming to India in the 1990s.
Through its ethnographic and theoretical richness, Screening Culture, Viewing Politics forces a reexamination of the relationship between mass media, social life, and identity and nation formation in non-Western contexts. As such, it represents a major contribution to a number of fields, including media and communication studies, feminist studies, anthropology, South Asian studies, and cultural studies.
484 citations
TL;DR: In this paper, the authors introduce the notion of communcations, which they call the "network of wires and switches, light-beams and impulses, fibers and all kinds of other things by which modern corporations seek to oversee the channelling of order, information, knowledge and assorted other categories of messages".
Abstract: What is this thing called communcations? Communications is the mass media, and its apparatuses and its content. Communications is the network of wires and switches, light-beams and impulses, fibers and all kinds of other things by which modern corporations seek to oversee the channelling of order, information, knowledge and assorted other categories of messages. Communications is a consultant coming into a factory or business and designing a routing system which will institute “efficiency” or will facilitate “order” or will expediate “conflict resolution.” Communications is an attempt to reconcile an increasingly universal market economy with the priorities of highly centralized corporate powers.
250 citations
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TL;DR: AIT offers an excellent forum for consideration of the role of theory in intervention for clinicians engaged in treatment of persons with communication disorders and is being held up to the scrutiny of both the clinical and research communities.
Abstract: In summary, authors Rimland, Edelson, and Veale are to be commended for bringing the topic of auditory integration training forward for professional review and debate AIT offers an excellent forum for consideration of the role of theory in intervention for clinicians engaged in treatment of persons with communication disorders Each clinician must take a step back on occasion and face the question about treatment efficacy from an objective, data-driven perspective Such public discussion of AIT as intervention inevitably leads to reexamination of what is meant by success/failure in treatment; indeed, what constitutes intervention itself AIT is being held up to the scrutiny of both the clinical and research communities, and, if it is valid, it will withstand such inquiry and will even advance our understanding of some very perplexing disorders In order for that to happen, responsible researchers and clinicians must be willing to shed biases, ask questions, conduct studies, and report them to their profe
166 citations
"The Global Desi: Cultural Nationali..." refers background in this paper
...(P. 2385) As I read it, my research confirms that MTV India can in fact be interpreted asmaking a difference in the particular domain of cultural politics that Bhabha (2001) is concerned with....
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