By Sanjukta Dasgupta
"In modern India, as one part of the coin celebrates conventional stereotypes, the opposite aspect subverts a similar picture, occasionally subtly, yet frequently noticeably. the rush and pulls of those elements are altering the cultural panorama of India decisively. This quantity evaluations media representations of pop culture and gender because the Fifties and tracks the alterations that experience taken position in Indian society. The authors provide us incisive analyses of those modifications, represented throughout the candid lens of the digicam in movies, tv, ads and magazines, all of which concentrate on gender and familial representations and patriarchal norms in Indian society. The power of this ebook is that it rejects grand narratives in favour of the micro-politics of day-by-day residing. during exploring the metamorphosis of India, the authors reach dissolving the limits among mass/low tradition, elite/high tradition and local/national/global affiliations."
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Extra info for Media, Gender, and Popular Culture in India : Tracking Change and Continuity
Significantly, it was 1991—the same year in which India opted for liberalization—when STAR TV made its entry into India. The era characterized a new beginning in policy reorienting (Shields and Muppidi 1–24) and in redefining the cultural space and the notion of Indianness with both disjunction and continuity (Butcher, Transnational Television Television). ). Doordarshan as a major media organization could not remain immune. In fact, the impact of liberalization proved to be quite costly for it.
At one stroke it almost perfectly fits in the frame of popular culture when it expresses the aesthetic, hedonistic, spiritual, and symbolic values of a reasonably large segment of people. One would perhaps remember the television commercial of a popular edible product during the last Cricket World Cup, which would implore the viewers to live, dream, and eat cricket. Going far beyond “doing” cricket and “talking” cricket it sought to deepen our involvement with cricket in everyday life, body- and soul-wise.
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