'Bollywood Cinema's Global Reach: Consuming the "Diasporic Consciousness"

Amandeep Takhar, Pauline Maclaran, Lorna M. R. Stevens

    Research output: Contribution to journalArticle

    11 Citations (Scopus)

    Abstract

    Using the British Sikh community as its research context, this article explores the influence of the Bollywood film genre on what Vertovic refers to as the "diasporic consciousness' in relation to this community. Bollywood attempts to speak to the diaspora by conveying a new sense of 'Indian-ness', one that is less about citizenship and more about imagined identity and community. The article illustrates how the globalization of Bollywood affects the Indian diaspora at a local level. Secondly, it shows how Bollywood provides an important space for negotiating and reconciling various tensions between family-based and more individualistic value systems. Ultimately Bollywood offers young British Sikhs a particular, hybridized representation of courtship and marriage that is both romantic and familial, whichserves to reconcile Eastern and Western marital relationship ideals and oppositional cultural discourses.
    LanguageEnglish
    JournalJournal of Macromarketing
    Volume33
    DOIs
    Publication statusPublished - 14 May 2012

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    Cinema
    Consciousness
    Diaspora
    Value systems
    Negotiating
    Citizenship
    Globalization
    Marriage
    Discourse

    Cite this

    Takhar, Amandeep ; Maclaran, Pauline ; Stevens, Lorna M. R. / 'Bollywood Cinema's Global Reach: Consuming the "Diasporic Consciousness". In: Journal of Macromarketing. 2012 ; Vol. 33.
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    'Bollywood Cinema's Global Reach: Consuming the "Diasporic Consciousness". / Takhar, Amandeep; Maclaran, Pauline; Stevens, Lorna M. R.

    In: Journal of Macromarketing, Vol. 33, 14.05.2012.

    Research output: Contribution to journalArticle

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