Publications

Publication details [#49490]

Rao, Shakuntala. 2007. The Globalization of Bollywood: An Ethnography of Non-Elite Audiences in India. The Communication Review 10 (1) : 57–76.

Publication type

Article in journal

Publication language

English

Keywords

audience | ethnography | film | globalization | identity negotiation

Place, Publisher

Routledge

Annotation

This paper discusses how Indian identity is being shaped by the new globalizing Bollywood film industry and how non-elite audiences find themselves increasingly distanced from the constructed elitist images.