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'Bollywood Cinema's Global Reach: Consuming the "Diasporic Consciousness"

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Takhar, Amandeep, Maclaran, Pauline and Stevens, Lorna M. R. (2012) 'Bollywood Cinema's Global Reach: Consuming the "Diasporic Consciousness". Bollywood Cinema's Global Reseach: Consuming the "Diasporic Consciousness", Journal of Macromarketing, 33 . [Journal article]

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URL: http://jmk.sagepub.com/content/early/2012/05/14/0276146712441799

DOI: 10.1177/0276146712441799

Abstract

Using the British Sikh community as its research context, this article explores the influence of the Bollywood film genre on what Vertovic refers to as the "diasporic consciousness' in relation to this community. Bollywood attempts to speak to the diaspora by conveying a new sense of 'Indian-ness', one that is less about citizenship and more about imagined identity and community. The article illustrates how the globalization of Bollywood affects the Indian diaspora at a local level. Secondly, it shows how Bollywood provides an important space for negotiating and reconciling various tensions between family-based and more individualistic value systems. Ultimately Bollywood offers young British Sikhs a particular, hybridized representation of courtship and marriage that is both romantic and familial, whichserves to reconcile Eastern and Western marital relationship ideals and oppositional cultural discourses.

Item Type:Journal article
Faculties and Schools:Ulster Business School
Ulster Business School > Department of International Business
ID Code:22972
Deposited By:Dr Lorna Stevens
Deposited On:14 Aug 2012 14:20
Last Modified:14 Aug 2012 14:20

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