Localizing the Global Television and Hybrid Programming in India  

Oleh:

McMillin, Divya C.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: International Journal of Cultural Studies vol. 4 no. 1 (Mar. 2001), page 45–68.
Topik: ethnography; global city; globalization; media markets; national identity; political economy; popular culture; regional identity; television
Fulltext: 45IJCS41.pdf (105.72KB)

Isi artikel

In this article I examine the cultural role of private and statecontrolled television networks in India and their negotiation of identities through profitable hybrid programming. I draw attention to a new emerging power in processes of globalization: indigenous, regional television networks. Ethnography in Bangalore, India, in 1997 and 2000 revealed that regional, private, vernacular language networks indeed played a crucial role in local imaginings and, in the long run, may rise in tremendous political power through their manipulation and reflection of regional identity. The analysis leads to a critique of local media markets and the location of 'nation' in global media processes.

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