Scribd
Upload
7 views2 pages

Assignment

The article analyzes the evolution and socio-cultural impact of electronic media in India, particularly focusing on television since the post-liberalization era of the 1990s. It critiques the theory of cultural imperialism, arguing that Indian television reflects hybridization and localization rather than complete domination by Western media. The study highlights the shift from development-focused programming to entertainment formats and emphasizes the adaptability of Indian media in response to global challenges.

Uploaded by

Devika Agarwal
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
7 views2 pages

Assignment

The article analyzes the evolution and socio-cultural impact of electronic media in India, particularly focusing on television since the post-liberalization era of the 1990s. It critiques the theory of cultural imperialism, arguing that Indian television reflects hybridization and localization rather than complete domination by Western media. The study highlights the shift from development-focused programming to entertainment formats and emphasizes the adaptability of Indian media in response to global challenges.

Uploaded by

Devika Agarwal
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Assignment- Review of Literature (Article-1)

Student Name- Ansheeka Gupta


Student ID-2023B1PS0976H

ROL- Electronic Media in the Global Age: A Study of Indian Television

Kumar Neeraj (2021) The article provides a complete analysis of historical


progress, transformation, theoretical shift and socio-cultural impact of the
electronic media focusing on the Indian context. The study focuses on India’s
post-liberalisation era starting from early 1990s.
The study cites previous literature (Koch, 2001) (Servaes, 2003) which
observed television as a medium of communicating nation building and societal
development messages especially in the rural areas. The pilot projects of
NASCOM like SITE and KCP showcase the educational and developmental
communication efforts through TV programs. The audience engagement and
communication content have been modified with the advent of newly
introduced broadcasting channels like MTV India, STAR TV and Zee.
The article is based multiple theoretical constructs. The study focuses majorly
on “Cultural Imperialism” which has been extensively discussed in (Tomlinson,
Cultural Imperialism: A Critical Introduction, 1991) (Sparks, 2012) (Boyd-
Barrett, 2015) works. These authors argue that the indigenous cultures are
dominated by western media due to extensive dissemination of foreign
programs. The author contradicts this theory by stating that cultural imperialism
fails to impact the local audience and producers. The Indian television
showcases hyberdisation and glocalisation theories instead of complete
domination of foreign culture. The author critiques cultural imperialism
referring to the studies of (Tomlinson, 1991) (Bhabha, 1994) (Ritzer, 2010) and
advocating that hybridisation and localisation of media is more acceptable. The
study argues that initially the western media interfers but evolves over the
period of time and adapts to the local environment which could distinctly be
seen in the Indian case. It was distinctly seen in Indian version of TV programs
like Big Brother, Who Wants to Be a Millionaire which were Big Boss and
Kaun Banega Crorepati, respectively. Even MTV transitioned to suit the Indian
sentiments.
The author observed a shift from the development focused programs to
entertainment formats. (Brants, 1998) observed that television evolved as a
source of entertainment than information. A transition in the roles of women
was seen from traditional to modern in post-globalisation era reinforcing
consumers’ evolving ideals (Malhotra, 2000) (Sanjukta Dasgupta et al., 2012).
Use of regional languages and media pluralism dynamics underscores the
adaptability of the Indian media in reponse to the global challenges.
The methodology used by the author is conceptual and analytical. The article is
based on the secondary research. The articles draws a content analysis of
television media which is supported by scholarly literature, government reports
and secondary data compilation conducted by various organisations like BARC.
Thus, in conclusion the article illustrates the trajectory of Indian televsion in the
era of globalisation. Instead of cultural homogenisation in India, the author
advocates a hybrid and pluralistic media with socio-cultural complexities.

You might also like