I Need anIndian Touch Glocalization, Indian culture, and Bollywood
ObjectiveThe author wants to show that Westernculture did not overtake Indian culture infilms. Rather, Bollywood took bits ofHollywood and blended it into their ownIndian film style.
RationaleTo show how the idea of “Glocalization”can help us understand how “global” and“local” influences merge. The authorargues that the idea of Globalization alonecannot really explain what happens whenthe “West” comes to a county (i.e. India).
Method and Process Method: The author used a somewhat critical approach, because he explores how two cultures (Western Vs. Indian) negotiate influence in Indian film. Process: Qualitative-Informal and formal interviews
Significance ofFindings The author studied four elements of Bollywood to Investigate the Glocalization phenomena:Clothes-Characters are shown in Western clothing, but Indian viewers insist characters (especially heroines) wear traditional dress for some scenes. This shows that Indians can be cosmopolitan, but also unabashedly Indian.Locations-Films may be shot all over the world, and not just in India. However, even if the film is set in New York, all the characters and extras speak Hindi. To Indians, this satisfies the need for exotic locations, while ensuring the film is quintessentially Indian.
Significance ofFindingsSongs and Dance Song and dance have always been an integral part of Indian film, and even today a Bollywood film is judged by its musical content. What has changed, however, is the allowance for foreign dancers and some Salsa, Pop, and Hip Hop. It is typical for Indian dancers to be dressed much more conservatively than the foreign dancers. In this way, they balance Indian values with enjoyment of how Westerners depict sexuality in dance.Familial Emotions Even today, many Indians view Hollywood films as emotionally dry and cold. For their own Bollywood films, they introduce emotion by emphasizing “relational emotions such as love, anger, and sacrifice”. So even if filmmakers borrow a Hollywood plot, family will be shown in more scenes. The take our rational individualism and turn it into their social emotionalism (14).
Significant Quote 1“The active audience of Bollywood films inIndia does not passively succumb to Westernization,but rather successfully demands a compromise betweenWesternization and India; indeed, That Westernadapts to India.”
Significant Quote 2„‟I like the movies that portray the Indianculture. Indian culture cannot go too far awayin films. People will like the Westernization,but their culture is their own…they want somevariety and diversity in their culture but theydon‟t forget their own culture.‟‟ -Rajesh
Questions for Discussion1) This article takes a positive view of globalization by asserting Westernization can be negotiated by each country with no ill effects. He calls this Glocalization. Do you agree with his positive approach? What examples have you seen of Westernization? Was it all positive?2) The author used only interviews in his research. Was this sufficient? Would you add any other methods to a study like this? Why or why not?
ReferencesRao, S. (2010, February). "I Need an Indian Touch": Glocalization and Bollywood Films. Journal of International and Intercultural Communication, 3(1), 1-19.