Glocalisation, Cultural Identity, and the Political Economy of Indian Television Dash Amarendra Kumar* Rajiv Gandhi University of Knowledge Technologies, India *Correspondence to: Amarendra Kumar Dash, Department of English, Rajiv Gandhi University of Knowledge Technologies, Nuzvid, Andhra Pradesh-521202, India. E-mail: dash_amarendra@yahoo.co.in
Online published on 12 September, 2016. Abstract From its Delhi moorings in the late 1950’s till date, the Indian television has gone through steady evolution marked by phases of silent or radical revolution. Born with a political agenda of national reconstruction and turning out to be an ideological hegemony, its course has been redefined by absorbing transnational media participation and the dispersion of ideas in regional channels. It is to be noted that the Indian media market has shown resistance to both global as well as national cultural hegemony. While large scale glocalisation by the transnational media networks these days is the recognition that Indian market and culture cannot be radically colonised, the expansion of regional language channels later has weakened the hegemonic authority of national networks. The Indian market today is defined by the simultaneous presence of the global, the local, the regional, and the glocal media signifiers. Taken together, these significations point at a larger picture of glocalisation of market culture, especially, where the consumer agency consists of participants across space, class, gender, and generation. Top Keywords Glocalisation, decolonisation, decentralisation, Indian television, cultural identity. Top |