This book suggests that the primary effects of globalization in India have followed from economic changes rather than new media, creating a small transnational middle class, transforming the lives of people in this class. Focusing on the middle classes in India, the book suggests how globalization has transformed culture, class, and gender in India in the years since economic liberalization. The book argues that with globalization, class identities must be defined more by transnational contexts than within bounded nations; they are based on shared patterns of consumption more than shared positions in the economy; and are increasingly defined by gender relations.

Changing Cultural Orientations

Changing cultural orientations

Non-élite men resist meanings that appear to threaten gender and family arrangements that they have an interest in maintaining. They are not guided by apparently alien messages that are inconsistent with the structural realities in which they live. Global media show women working in the paid labor force, but because of their interests in existing gender arrangements, ordinary middle class men resist transnational messages. Global media increasingly celebrate love marriages and independence from family authorities, but ordinary middle class men's structural realities do not provide the possibility of acting on these messages: these men tend to regard these media messages as fantasies with no connection to their daily lives.

Transnational cultural flows affect local culture only when new meanings can be ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles