Becoming a Global Audience: Longing and Belonging in Indian Music Television

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P. Lang, 2003 - Performing Arts - 155 pages
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What does globalization mean for the television audience? "Becoming a Global Audience" examines concerns of cultural imperialism in relation to the actual experience of television reception in a postcolonial context. The rise of satellite television in India in the context of economic liberalization in 1991 has been marked by the localization of global music television networks like MTV and Channel V. This book argues, however, that this -Indianization- is no cause for celebration. Using in-depth interviews with Indian music television viewers and theoretical approaches drawn from political-economic, cultural, and postcolonial studies, it argues instead that the reception of -Top Ten- shows and nationalistic music videos is part of a profound reordering and appropriation of common sense under the changing social relations of globalization."

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The Commercial Context of Music Television in India
Music Television and Its Audiences
Liberalization and the Public

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About the author (2003)

The Author: Vamsee Juluri received his Ph.D. in communication from the University of Massachusetts at Amherst. His writings on audiences and globalization have been published in communication and cultural studies journals in the United States and the United Kingdom. He presently teaches in the Department of Media Studies at the University of San Francisco.

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