The document examines audience demand for traditional Indian values in Bollywood films using the concept of "glocalization". Through ethnographic interviews in Punjab, India, the study found that audiences prefer films that incorporate traditional clothing, music, dance and values while allowing for some global influences. Viewers want a compromise between Westernization and Indian culture, and feel Bollywood should reflect national identity without completely succumbing to Western pop culture. The integration of song, dance and "Inglish" are seen as crucial to the Indian touch audiences expect in Bollywood films.

1. “I Need an Indian Touch”
Article Review
Rick Kanas
CMCL C427

2. Objective of the Study
• Examine audience demand for traditional
Indian values in Bollywood films using the
concept of “glocalization”.

3. Rationale
• Mixed emotions to “Western” ideas in
Bollywood films
• Universal expectation of “Indian Touch” in
Bollywood films
• Bollywood refuses to succumb to Hollywood
• Importance of Glocalization

4. Method & Process
• Ethnographic interviews
• Prepared questions
• Seven months – 2005 to 2006
• Punjab, India
• 49 formal and informal interviews
• Participants between the ages of 22 – 39
• Majority of participants were Punjabi University students and
their families
• Participants went to the movies no more than once a month
• Researcher would accompany participants to movie theatre

5. Findings & Significance
• Audiences prefer traditional clothing, even if it is
“adopting” global styles
• Setting of movie is not a problem – foreign cities are
“Indianized” in films
• Integration of song and dance is crucial
• Incorporation of “Inglish”
• Foreign “back-up” dancers can participate in sexualized
dancing, but not the Indian heroes and heroines.

6. Guiding Approach
• Critical Approach
• Audience opinions of film components
• Portrayal of Indian “heroes and heroines”
• Importance of traditional values, music, clothing
• Refusal to succumb to Western pop-culture

7. Significant Quotes
• “The active audience of Bollywood films in India does not
passively succumb to complete Westernization, but rather
successfully demands a compromise between Westernization
and India: indeed, that Western adapts to India.”
• “Glocalization is a recognition that when ideas, objects,
institutions, images, practices, and performances are
transplanted to other places. They both bear the marks of
history as well as undergo a process called cultural
translation.”
• “Bollywood film images have begun to shower a productive
hybrid relation between the local and global, and have begun
to help rework a national identity with newly formed cultural
parameters.”

8. Think About…
• The article states that “Hindi film inherited the
magnificent task of becoming the discernible
conscience of the nation. It was the defining
medium of what it meant to be Indian.”
What films can you think of that a culture or country
would not want on their “conscience”? Was this a
fair depiction of this nationality?

9. Think About…
• Erotic scenes and dancing in Bollywood movies
cannot be performed by Indian actors, but are
portrayed by “American-looking” women as back-up
dancers. What does this say about societal values of
audience members?

10. Resources
• Rao, S. (2010). “I need an Indian touch”: Glocalization and
Bollywood films. Journal of International and Intercultural
Communication, 3(1), 1–19.