1. +
I Need An Indian Touch
Glocalization and Bollywood Films

2. +
Globalization Vs. Glocalization
 Globalization is changing peoples perceived notion of time and
space
 organizing diversity not replication of uniformity
 Requires “the locals to surrender, now incapable of radical resistance”
(Thornton, 2008, P. 80).
 Long referred to as “Americanization” or “Westernization
Glocalization is a theory used to understand the connection
between global-local with audience reception
 Ushered in by global conscientiousness
 Boundaries are broader but existing sense of self, identity & culture are strengthened
 Often used for epistemological and intellectual inquiry but contextual use for media
studies has been limited
 Linking of localities and redefining/inventing ones locality

3. +
Global Sensitivity
Researchers had to work with limits of broad definitions, loose categories and
definitions of international communications.
• Indian emphasis on national dress and importance of modesty
• Branding a new identity within cultural parameters

4. +
Bollywood
in India
• Films that come from
Mumbai, formerly known as
Bombay
• Produce almost 150 a year

5. +
Evolution of Indian Media
 1991 Introduction of international television
 Hong Kong based Star TV
 CNN
 Began with satellite-distributed TV
 Rapidly expanded cable TV options
 “Open Skies Policy”
 “industry status” granted in 1998
 Infrastructural and credit supports, reduction on custom duties on
film, exemption on import profits and tax incentives

6. +
The Bollywood Business
 Single screens went to multiplexes
 Late 90s saw marketing possibilities increase
 Film music was strongly promoted
 Stars began regularly working the press
 Grew with the World Trade Organization as consumption saw
an unprecedented growth

7. +
The Audience Expectiations
 Almost universal reaction that  “We can make films as Western
Bollywood films contain as we want, but our films have
traditional clothing and music to have feelings with lot of
crying, anger and fighting.
 Emphasis on family Western films are without
emotions and that will never
 Showing of a modern India work here.”
without loss of tradition
-Nancy

8. +
The Bollywood Influence
 Wealthy Indians began
travelling overseas
 Shown in Bollywood as a life of
leisure and luxury
 Movies shot overseas, largely
in NYC, New Zealand, London
and Hong Kong
 Challenged advertising to show
modern India and force
commodity to be seen as local
not global

9. +
Music/Dance and Clothing in
Bollywood
 Song/Dance is the heart of  Clothing is a marketing strength
Bollywood  Designers began using their pieces
 Only part of film sexual fantasies mixed with international designer
are visibly displayed labels.
 Songs express hidden feelings and  70s-90s Western clothing was only
emotions used to show temptation and
 Influx of blonde, white foreigners as corruption in a character
backup dancers  Indian clothes show tradition and
 Most laborious piece of virtue
development for film makers  Push for traditional dress of Sari’s and
 Music sees introduction of Salwar Kameez with modern cuts
“Hinglish” instead of Urdu  Changed the definition of clothing
 Introduction of salsa, pop and hip pieces, i.e. Dupatta protected
hop modesty, now seen/worn as a scarf
 Music is seen as marketing, hitting
TV and radio for promotion

10. +
Problems with studying Bollywood
 Scholars focusing on global  Most Bollywood studies done
sensitivities only had broad with viewers in the USA, UK
definitions to work in and Australia
 International Communication  How to use global and local as
was defined by complementary not competitor
geography, media policies
between nations, linear  Recognition culturally
definitions of nation-states transplanted pieces will
undergo a process of cultural
 Researcher must understand translation
what the audience sees as
global and what they see as
local

11. +
Discussion Questions
 Globalization asserts the world
is getting smaller, Glocalization
believes the world is staying the
same and adapting global
influences to create a new
locality. Are both possible or is
one more dominant?

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Discussion Question Cont’d…
 Can a media format serve to
become the conscience of a
nation or be the defining
medium for someone to
understand a culture? Why or
how is this a possibility?