Glocalisation, Cultural Identity, and the Political Economy of Indian Television

AMARENDRA KUMAR DASH
Rajiv Gandhi University of Knowledge Technologies, India

Abstract
From its Delhi moorings in the late 1950’s till date, the Indian television has gone through steady evolution marked by phases of silent or radical revolution. Born with a political agenda of national reconstruction and turning out to be an ideological hegemony, its course has been redefined by absorbing transnational media participation and the dispersion of ideas in regional channels. It is to be noted that the Indian media market has shown resistance to both global as well as national cultural hegemony. While large scale glocalisation by the transnational media networks these days is the recognition that Indian market and culture cannot be radically colonised, the expansion of regional language channels later has weakened the hegemonic authority of national networks. The Indian market today is defined by the simultaneous presence of the global, the local, the regional, and the glocal media signifiers. Taken together, these significations point at a larger picture of glocalisation of market culture, especially, where the consumer agency consists of participants across space, class, gender, and generation.

Keywords: Glocalisation, decolonisation, decentralisation, Indian television, cultural identity

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Dr. Amarendra Kumar Dash is a lecturer in English at Rajiv Gandhi University of Knowledge Technologies, Andhra Pradesh. He specializes in linguistics communication, applied linguistic, rhetorical, semiotic, and multimodal research methods for analyzing current problems in media, market, culture, and governance.