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.
Since 1991, India has experienced rapid globalization. With the opening up of the economy, transnational firms provided new opportunities, and more production was geared to the global market. For the first time, transnational consumer goods became widely available. As advertisers and the global media tried to reach new markets, the media landscape was radically transformed. Satellite television's reach expanded exponentially and foreign films became widely available for the first time.
While cultural globalization was largely driven by transnational agents, local Indians played a role as well. Local Indians set up the network of cable television operations; local theatre-owners chose to book foreign films; and local filmmakers and producers of television serials made indigenous products which were influenced by the newly-available transnational media.
What have been the ...