Becoming a global audience: Music television in India

1999 1999

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Abstract (summary)

Satellite television, an often-cited example of globalization, has proliferated in India since 1991. Although primarily a transnational pan-Asian phenomenon, satellite television's growth in India was aided by the rise of local cable providers and the government's economic liberalization policies. Global media corporations however emphasized Indian film based programs over Western programs in a bid to enter the Indian market. This strategy, in conjunction with the music and film industries, has made music television a pervasive phenomenon which includes channels like MTV and Channel V and musk based programs in other channels like Star, Zee, Sun, and ETV. Music television mainly features Indian film songs and pop music, but follows certain global genres and conventions such as the top ten format and VJs. This study situates the social and cultural impact of music television in the experience of globalization in India through a reception study conducted in Hyderabad.

The main findings of this study are: (a) the discourses of music television and globalization are meaningful only to young middle class participants and not to older middle class and working class participants; (b) these participants decode music countdowns as enabling representation of the public to a greater extent than was possible under Doordarshan (state television) monopoly; (c) they decode the music video of “Made in India” in emotional/relational terms as a global recognition of India's national culture and perceive globalization as the rise of India to global prominence rather than the influx of global culture into India.

While emotional/relational experiences in watching music television are common to all participants, only young middle class participants assume authority as the public and the nation through the orientalistic representations of the same on music television by situating their emotional/relational experiences in discourses of liberalization and globalization. The modern worldview that arises through these discourses is hence characterized as a hegemonic globality which arises in the negotiation between the imperial globality of capitalist modernity and the familial globality of emotional/relational values. The fact, however, that the discourses of imperial globality do not permit recognition of the epistemic authority or globality of emotional/relational values is taken as evidence of cultural imperialism.

Indexing (details)

Mass media
0708: Mass media
Identifier / keyword
Communication and the arts; Audience; Global culture; India; Media; Music television; National identity; Satellite television
Becoming a global audience: Music television in India
Juluri, Vamsee Krishna
Number of pages
Publication year
Degree date
School code
DAI-A 60/11, Dissertation Abstracts International
Place of publication
Ann Arbor
Country of publication
United States
9780599530232, 0599530235
Lewis, Justin
University of Massachusetts Amherst
University location
United States -- Massachusetts
Source type
Dissertations & Theses
Document type
Dissertation/thesis number
ProQuest document ID
Database copyright ProQuest LLC; ProQuest does not claim copyright in the individual underlying works.
Document URL
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