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
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.