This document discusses change trajectories in Indian culture that have been catalyzed by cross-cultural encounters. It identifies 7 change trajectories: 1) Emulation, 2) Adaptation, 3) Experimentation, 4) Partial Assimilation, 5) Resistance, 6) Complete Assimilation, and 7) New Movements. Each trajectory is explained through historical examples from the interaction between British and South Indian musicians and the development of South Indian Classical Music. The document argues that understanding historical patterns of culture change can provide insights into catalyzing change today.

1. Change Trajectories in India
Learning from the long view of culture change

2. The category growth agenda requires
marketers to be catalysts of culture change.
Nimbu Pani
Coconut Oil
Gur
Cash

3. The Long View
A country with a very long history
A country where the living past and
living present intersect.
Provides cultural semioticians the
opportunity to identify historical
patterns of culture change and
explore their relevance for the present
time.

4. The Cultural Arena
South Indian Classical Music
in the Post Medieval & Modern Era
The
interaction
between
British and
South Indian
musicians

5. Culture Change
Is an outcome
that is
catalyzed by
cross-cultural
encounters

6. Cross-Cultural Encounters
Catalyze
different
pathways of
change or
change
trajectories

7. 7 Change Trajectories and their Signifiers

8. 1 Emulation
Imperial power and status
Maratha King Serfoji II,
1798-1832,
established the
Tanjore Military Band
Signifier
Aura of high status and power.
Aura of modernity and the future.
Signifieds
Parity of power, facing the future.

9. 1 Emulation
Development of musical
notation for Carnatic music
in the 1904.
Signifier
Aura of high status and power.
Aura of modernity and the future.
Signifieds
Parity of power, facing the future.

10. 2 Adaptation
Significant alteration for
local use conditions
Signifier
Great addition to the current repertoire of
instruments: Imperial aura + opportunity
for personal & collective gain through
widespread acceptance.
Signifieds
The ‘Indian’ violin not the ‘British’ fiddle.

11. 2 Adaptation
Significant alteration for
local use conditions
Signifier
Great advantage over the current
repertoire of instruments: opportunity for
personal & collective gain through
widespread acceptance.
Signifieds
The ‘Indian’ harmonium not the ‘British’
harmonium.

12. 3 Experimentation
Hybrids & Fusions
Signifier
A harmonious blending of signs & codes
drawn from two or more cultural worlds to
create new meanings.
Signifieds
A ‘different’ kind of listening / musical
pleasure.

13. 4 Partial Assimilation
Acceptance and
widespread use by some
groups only.
Signifier
Core values it represents are polarising:
acceptable to some but challenging to
others who resist.
Signifieds
Duality: pragmatism vs. cultural purity

14. 5 Resistance
The harmonium was
banned from All India
Radio.
Signifier
Core values it represents are in opposition
to existing cultural identity / the values
embedded in the cultural bedrock.
Signifieds
Defence of our cultural identity.

15. 6 Complete Assimilation
The complete integration
and widespread use by all.
Signifier
Core values it represents are fully aligned
with the values embedded in the cultural
bedrock.
Signifieds
An integral part of ‘our’ heritage and
tradition.

16. 7 New Movements
A new group of followers of
the ideology.
Signifier
Core values it represents are so different
from the mainstream / cultural bedrock
that it cannot be assimilated at all.
Signifieds
Exploring global musical heritage.

17. What change trajectory is catalyzed by
the cross-cultural encounter?
Imperial emulation • Adaptation
Experimentation • Hybrids & fusion
Partial assimilation • Resistance
Complete assimilation • New movements
Nimbu Pani Cash

18. Revisit the past
to catalyze new futures