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The field of Bollywood studies has remained predominantly critical, theoretical and historical in focus. This book brings together qualitative and quantitative approaches to tackle empirical questions focusing on the relationship between soft power, hybridity, cinematic texts, and audiences.
Adopting a critical-transcultural framework that examines the complex power relations that are manifested through globalized production and consumption practices, the book approaches the study of popular Hindi cinema from three broad perspectives: transcultural production contexts, content trends, and audiences. It firstly outlines the theoretical issues relevant to the spread of popular Indian cinema and emergence of India’s growing soft power. The book goes on to report on a series of quantitative studies that examine the patterns of geographical, cultural, political, infrastructural, and artistic power dynamics at work within the highest-grossing popular Hindi films over a 61-year period since independence. Finally, an additional set of studies are presented that quantitatively examine Indian and North American audience consumption practices.
The book illuminates issues related to the actualization and maintenance of cinematic soft power dynamics, highlighting Bollywood’s increasing integration into and subsumption by globalized practices that are fundamentally altering India’s cinematic landscape and, thus, its unique soft power potential. It is of interest to academics working in Film Studies, Globalisation Studies, and International Relations.
- Sales Rank: #5454734 in Books
- Published on: 2012-11-02
- Original language: English
- Number of items: 1
- Dimensions: 9.21" h x .50" w x 6.14" l, 1.10 pounds
- Binding: Hardcover
- 208 pages
Review
"The book is quite systematic and comprehensive in its coverage. The findings are valuable for anyone interested in the phenomenon of Bollywood. Beyond Bollywood itself, [it] can also inform our understanding of issues in transnational cultural flow. It does provide a substantial amount of research findings and analytical discussions that are good to think with. Readers interested in Bollywood, globalization and films, and transnational cultural flows should find the book useful and informative." -Asian Journal of Communication, Francis L.F. Lee, The Chinese University of Hong Kong
"This is an interdisciplinary volume which uses qualitative and quantitative approaches to explore the relationship between soft power, hybridity, audiences and cinematic texts. The collection is an unique addition to Indian cinema scholarship and would be a welcome to many scholars working in the field.... The [book] will be of interest to academics working in film and media studies, social sciences as well as humanities and global politics."
Rupkatha Journal of Interdisciplinary Studies, Rohit K Dasgupta, University of the Arts London, UK/University of Sussex
A welcome addition to "Bollywood studies." Particularly noteworthy is its emphasis on quantitative analysis using impressive data from the highest-grossing popular Hindi films over a 61-year period. Includes rich material on the globalization of Bollywood and "soft" power... [It will] encourage scholars in...media and communication, anthropology, sociology, international relations, and international business to explore the growing global presence and possibilities of Bollywood.
-Daya Kishan Thussu, University of Westminster, London; Editor, Global Media and Communication
From the Inside Flap
This book has two primary origins: a multi-phase Hindi film content analysis project that the editors began in 2007 after an initial Fulbright grant to Singapore, and, after a series of refereed conferences with other interested scholars, an edited book concept interrogating Bollywood's soft power from an interdisciplinary perspective that would knit together conference papers utilizing both quantitative and qualitative research methods. Our overall goal for the collection was to supplement more traditional qualitative analyses of the relationship between Bollywoodization, globalization, and soft power with quantitative methods for identifying statistical trends. Admittedly, it was an enormous goal and this collection represents only the first few steps in that direction, but we do hope that it contributes to an expansion of research methods utilized in Hindi film studies.
Together, the book's 10 chapters provide a unique, empirical look at the ways in which cinematic soft power is actualized and maintained through complex and hybridized power dynamics and processes. While the ultimate trajectories of these forces cannot be determined, they generally point toward Bollywood's increasing integration into and subsumption by globalized practices that are fundamentally altering India's cinematic landscape and, thus, its unique soft power potential.
From the Back Cover
Table of Contents
Introduction: Bollywood and Globalization: Researching Popular Hindi Cinema through the Lens of Film Flows -- David J. Schaefer and Kavita Karan
Part 1: Transcultural Contexts and Soft Power
1. The big stick behind "soft power"? The case of Indian films in international markets -- Sunitha Chitrapu
2. Bollywood at Large: Who is watching Bollywood films? -- Anjali Gera Roy
3. Transnational Elements In Hong Kong And Hindi Film Industries: A Comparative Analysis -- Suruchi Mazumdar
Part 2: Cinematic Content and Soft Power
4. Box Office and "Bollywood": An Analysis of Soft Power Content in Popular Hindi Cinema -- David J. Schaefer
5. Cinematic Soft Power and Contraflows: The Prevalence of South Asian Culture and Art in Popular Hindi Cinema -- David J. Schaefer, Kavita Karan, Amar Donepudi, and Namrata Bansal
6. The Impact of Globalization on Bollywood Cinema's Depictions of Violence, Sexuality, Crime, Social vice and Romance -- David J. Schaefer and Kavita Karan
7. The Changing Face of Indian Women in the Era of Global Bollywood -- Divya Anujan, David J. Schaefer, and Kavita Karan
Part 3: Cinematic Soft Power and Audiences
8. Bollywood Cinema and Contemporary Audiences: Surveying Viewer Perceptions and Practices -- David J. Schaefer and Kavita Karan
9. Cultural connections in a globalized world: The power of Bollywood in the United States -- Kavita Karan
10. Emotional Arousal and Bollywood: Assessing Cortical Activation for Violent, Sexual, and Romantic Content in Popular Hindi Cinema -- David J. Schaefer, Joseph Pathakamuri, Stephen Sammut, and Kavita Karan
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