Influence of Liberalisation & Globalisation on Indian Cinema - A study of Indian cinema and it’s diasporic consciousness
Abstract
The look of Bollywood film has changed with globalization, Hindi films moved away from mass narrations to more class, initially film producers and directors attracted with item songs, bare skin dances, or story that relate to the poor or frontbenchers, the stories like, angry young man, the village hero, fight against the feudal lord, upper cast, wealthy lords. It changed the 1990s onwards; one of the reasons was that these kinds of movies, attracting, the mass people, from the village and other places and they only go for front rows, this cannot be helpful for producers. What changed here was, the economic liberalisation in India
has influenced the Indian cinema and its narratives. The liberalisation influenced the Indian consuming habits considerably. Indians witnessed western culture and lifestyle through the Televisions channels like MTV, CNN. Watching MTV from the living room, and accessing the brands like Nike, or Coca-Cola, influenced the middle and elite class of Indians. The desire to adopt the western culture and lifestyle, the middle class, started mimicking it. Indian movie makers are also imitating and inspiring the west kind of filmmaking in narratives and adopting new techniques for storytelling. Apart from that, the ‘open sky policies’ encouraged, Indian movie producers to reach diaspora with the content, which can connect the diaspora. Liberalisation and globalisation made the Indian cinema to export and organise better in the diaspora markets, unlike previous times.
How to cite this article: Rachamalla S. Influence of Liberalisation & Globalization on Indian Cinema - A study of Indian cinema and it’s diasporic consciousness. J Adv Res Jour Mass Comm 2018; 5(1&2): 18-24.
DOI: https://doi.org/10.24321/2395.3810.201804
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