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Steve Derné, Meenu Sharma & Narendra Sethi

In: Consumer Culture, Modernity and Identity

Chapter 6: Structural Changes Rather Than the Influence of Media: People's Encounter with Economic Liberalization in India

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Structural Changes Rather Than the Influence of Media: People's Encounter with Economic Liberalization in India
Structural changes rather than the influence of media: People's encounter with economic liberalization in India
SteveDerné, MeenuSharma and NarendraSethi*
Introduction

When I did my first research in India in 1987, I was struck by Hindu men's sociocentrism; they tended to see themselves as part of a group more than as individuals (Derné, 1995). I was also struck by Hindu men's unified gender culture that emphasized men's control of the women in their lives, partly by restricting them to the home (Derné, 1995). In those years, India was a closed media landscape. The middle-class men I interviewed had no access to cable television or Hollywood films—Bollywood and one state-run television channel were the ...

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