Publications

Publication details [#53753]

Rao, Shakuntala. 2010. “I Need an Indian Touch”: Glocalization and Bollywood Films. Journal of International and Intercultural Communication 3 (1) : 1–9.

Publication type

Article in journal

Publication language

English

Keywords

adaptation | audience | film | globalization | intercultural communication

Place, Publisher

Routledge

Annotation

This paper employs the theoretical framework of glocalization in international communication to discuss the reciprocal cultural adaptation in Bollywood films, where, next to global influences, "an Indian touch” is required.