- Subject index
Locating Cultural Change: Theory, Method, Process is concerned with defining the ‘local’ through case studies of specific cultural processes. The focus is on the institutionalization of ‘local’ concerns where the ‘local’ is the site of ideas and issues, and how these in turn influence us. The central premise of this collection is that in order to understand the common man's perspective, one has to demystify cultural processes.
The book seeks to capture the vibrancy of cultural processes through a wide range of things that are a part of daily life spanning Hindi films, vernacular press, metropolitan club culture, the translation industry in India, medical advertisements, and prime-time television serials.
The volume shows how it is through the texts being and becoming that culture is produced and participated in. It argues that the production and consumption of meaning and material in conjunction helps us understand cultural processes in totality—not just as a conglomeration of events outside of us, but also as a part and parcel of daily life.
Chapter 2: Jassi Jaissi Koi Nahin and the Makeover of Indian Soaps
Jassi Jaissi Koi Nahin and the Makeover of Indian Soaps
In the media reports and numerous internet forums discussing the television serial Jassi Jaissi Koi Nahin (DJ's Creative Unit, Sony Entertainment Television India, 2003–06), one could clearly see the audience sharing an air of ‘freshness’ about the serial before losing interest towards the end. Many suggested that the audience were greatly ‘relieved’ to have something that was not premised on the feudal domestic context. Some went to the extent of suggesting a ‘paradigmatic shift’ in programming in India.1 In this chapter, I shall investigate how perceptions of originality and uniqueness are constructed in culture industries, and in what ways the existing ideological frameworks of a range ...