Becoming a Global Audience: Longing and Belonging in Indian Music Television (Intersections in Communications and Culture)

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9780820455792: Becoming a Global Audience: Longing and Belonging in Indian Music Television (Intersections in Communications and Culture)

What does globalization mean for the television audience? Becoming a Global Audience examines concerns of cultural imperialism in relation to the actual experience of television reception in a postcolonial context. The rise of satellite television in India in the context of economic liberalization in 1991 has been marked by the localization of global music television networks like MTV and Channel V. This book argues, however, that this «Indianization» is no cause for celebration. Using in-depth interviews with Indian music television viewers and theoretical approaches drawn from political-economic, cultural, and postcolonial studies, it argues instead that the reception of «Top Ten» shows and nationalistic music videos is part of a profound reordering and appropriation of common sense under the changing social relations of globalization.

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About the Author:

The Author: Vamsee Juluri received his Ph.D. in communication from the University of Massachusetts at Amherst. His writings on audiences and globalization have been published in communication and cultural studies journals in the United States and the United Kingdom. He presently teaches in the Department of Media Studies at the University of San Francisco.

Review:

«Juluri’s study has the great merit of being rooted in a political-economic analysis of the Indian culture industry and a sophisticated (but never simplistic or populist) account of reception. His study has solid empirical foundations and theoretical elegance; both threads weave through this book like a beautifully constructed combination of rhythm and melody.
As music and culture have gone global, so has theory; and while the internationalization of musical culture has been a mixed blessing (as Juluri shows), the impact of local and global studies on cultural studies has been all to the good. If there was ever a time for a postcolonialist – as opposed to a postmodern – approach to media audiences, it is now. On this promise, Juluri delivers.
In both senses of the term, this book advances our understanding of popular culture on a truly global scale.» (Andrew Goodwin, Professor and Chair, Department of Media Studies, University of San Francisco)
«Vamsee Juluri’s book is a superb example of how globalized mass media, such as transnational television, shape the subjectivities, identities, and yearnings of men and women in particular locations. At the same time that this study enables us to understand the configuration of global political-economic and cultural fields of power, it also brings to our attention how these are implicated in the everyday lives of people. A lucid and elegant book, it is a must-read for scholars of globalization, transnational cultural studies, and mass media.» (Purnima Mankekar, Associate Professor of Anthropology, Stanford University; author of ‘Screening Culture, Viewing Politics’)

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Book Description Peter Lang Publishing Inc, United States, 2003. Paperback. Book Condition: New. Language: English . Brand New Book. What does globalization mean for the television audience? Becoming a Global Audience examines concerns of cultural imperialism in relation to the actual experience of television reception in a postcolonial context. The rise of satellite television in India in the context of economic liberalization in 1991 has been marked by the localization of global music television networks like MTV and Channel V. This book argues, however, that this Indianization is no cause for celebration. Using in-depth interviews with Indian music television viewers and theoretical approaches drawn from political-economic, cultural, and postcolonial studies, it argues instead that the reception of Top Ten shows and nationalistic music videos is part of a profound reordering and appropriation of common sense under the changing social relations of globalization. Bookseller Inventory # LIB9780820455792

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Book Description Peter Lang Publishing Inc, United States, 2003. Paperback. Book Condition: New. Language: English . Brand New Book. What does globalization mean for the television audience? Becoming a Global Audience examines concerns of cultural imperialism in relation to the actual experience of television reception in a postcolonial context. The rise of satellite television in India in the context of economic liberalization in 1991 has been marked by the localization of global music television networks like MTV and Channel V. This book argues, however, that this Indianization is no cause for celebration. Using in-depth interviews with Indian music television viewers and theoretical approaches drawn from political-economic, cultural, and postcolonial studies, it argues instead that the reception of Top Ten shows and nationalistic music videos is part of a profound reordering and appropriation of common sense under the changing social relations of globalization. Bookseller Inventory # LIB9780820455792

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Book Description New York, 2003. vii, 155 pp., 2003. Book Condition: New. What does globalization mean for the television audience? Becoming a Global Audience examines concerns of cultural imperialism in relation to the actual experience of television reception in a postcolonial context. The rise of satellite television in India in the context of economic liberalization in 1991 has been marked by the localization of global music television networks like MTV and Channel V. This book argues, however, that this «Indianization» is no cause for celebration. Using in-depth interviews with Indian music television viewers and theoretical approaches drawn from political-economic, cultural, and postcolonial studies, it argues instead that the reception of «Top Ten» shows and nationalistic music videos is part of a profound reordering and appropriation of common sense under the changing social relations of globalization. Bookseller Inventory # 65579

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Book Description Peter Lang Okt 2003, 2003. Taschenbuch. Book Condition: Neu. Neuware - What does globalization mean for the television audience Becoming a Global Audience examines concerns of cultural imperialism in relation to the actual experience of television reception in a postcolonial context. The rise of satellite television in India in the context of economic liberalization in 1991 has been marked by the localization of global music television networks like MTV and Channel V. This book argues, however, that this 'Indianization' is no cause for celebration. Using in-depth interviews with Indian music television viewers and theoretical approaches drawn from political-economic, cultural, and postcolonial studies, it argues instead that the reception of 'Top Ten' shows and nationalistic music videos is part of a profound reordering and appropriation of common sense under the changing social relations of globalization. 155 pp. Englisch. Bookseller Inventory # 9780820455792

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Book Description Peter Lang Okt 2003, 2003. Taschenbuch. Book Condition: Neu. Neuware - What does globalization mean for the television audience Becoming a Global Audience examines concerns of cultural imperialism in relation to the actual experience of television reception in a postcolonial context. The rise of satellite television in India in the context of economic liberalization in 1991 has been marked by the localization of global music television networks like MTV and Channel V. This book argues, however, that this «Indianization» is no cause for celebration. Using in-depth interviews with Indian music television viewers and theoretical approaches drawn from political-economic, cultural, and postcolonial studies, it argues instead that the reception of «Top Ten» shows and nationalistic music videos is part of a profound reordering and appropriation of common sense under the changing social relations of globalization. 155 pp. Englisch. Bookseller Inventory # 9780820455792

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