This book explores the transformation of Indian media in the context of two major developments: globalization, which has introduced what are termed as ‘foreign’ elements to Indian culture, and the opening of the floodgates for foreign media to enter the country. It discusses both theoretical considerations and empirical studies related to the role of Indian media.
Indian Media in a Globalised World adopts a multi-disciplinary approach and looks at the role of media in purveying political, economic, and cultural identities. It brings to light the current definitions of ‘we’ and ‘they’, the ‘other’, and how the ‘other’ is sought to be perceived in contemporary India.
The discussions cover all forms of media, that is, newspaper, films, radio, television and online media, along with media policy and the challenges facing the media.
The book will be useful to students and scholars studying media and communication studies, journalism, political science and sociology. It will also be an enlightening read for anybody interested in tracking the Indian media and its development.
Chapter 2: Nationalism as a Marketing Tool by MNC Advertisements∗
Nationalism as a Marketing Tool by MNC Advertisements∗
Post 9/11, the news media is dominated by ‘nationalist movements, ethnic conflicts and secessionist struggles’ (Motyl 2001: xi) leading one to perceive perhaps a resurgence of nationalism. At the same time it is also marked by the integration of the world's political, economic and media structures where the nations are ‘interdependent and interconnected through links, visible, invisible, intended and accidental’ (Lilleker 2006: 86). The media's role, both in the resurgence of national identities and the simultaneous interdependence for largely economic needs, has been significant. The media has been employed to ‘flag’ the nation at all times, reiterating the self-identity made by a people over and against other peoples or states ...