No Longer a Frivolous Singing and Dancing Nation of Movie-Makers: The Hindi Film Industry and Its Quest for Global Distinction

Tejaswini Ganti

    Research output: Contribution to journalArticle

    Abstract

    This article discusses the unexpected trajectories of media production under the conditions of neoliberalism in India. Focusing on the Hindi-language film industry (better known as "Bollywood"), the article describes how the rise of neoliberal economic ideals in state policy has produced conditions within the film industry that make it possible for concerns about prestige, symbolic capital, and global distinction to take precedence over ideologies of comparative advantage and branding that are more commonly associated with neoliberalism. It illustrates how Hindi filmmakers regard their cinema's cultural distinctiveness as alienating and limiting rather than as an asset within the larger global cultural economy. The article argues that the contemporary moment of Hindi filmmaking is marked by efforts to erase, rather than highlight, the signs of cultural difference in order to circulate and accrue distinction globally. However, the article relates the challenges faced by Hindi filmmakers in trying to fashion a "global" and culturally unmarked cinema.

    Original languageEnglish (US)
    Pages (from-to)340-365
    Number of pages26
    JournalVisual Anthropology
    Volume25
    Issue number4
    DOIs
    StatePublished - Jul 2012

    Fingerprint

    film industry
    singing
    movies
    cinema
    neoliberalism
    cultural economy
    symbolic capital
    prestige
    cultural difference
    Ideologies
    assets
    India
    language
    economics

    ASJC Scopus subject areas

    • Anthropology
    • Cultural Studies

    Cite this

    No Longer a Frivolous Singing and Dancing Nation of Movie-Makers : The Hindi Film Industry and Its Quest for Global Distinction. / Ganti, Tejaswini.

    In: Visual Anthropology, Vol. 25, No. 4, 07.2012, p. 340-365.

    Research output: Contribution to journalArticle

    @article{40daad82bc4346e79cb264437fd1d4d3,
    title = "No Longer a Frivolous Singing and Dancing Nation of Movie-Makers: The Hindi Film Industry and Its Quest for Global Distinction",
    abstract = "This article discusses the unexpected trajectories of media production under the conditions of neoliberalism in India. Focusing on the Hindi-language film industry (better known as {"}Bollywood{"}), the article describes how the rise of neoliberal economic ideals in state policy has produced conditions within the film industry that make it possible for concerns about prestige, symbolic capital, and global distinction to take precedence over ideologies of comparative advantage and branding that are more commonly associated with neoliberalism. It illustrates how Hindi filmmakers regard their cinema's cultural distinctiveness as alienating and limiting rather than as an asset within the larger global cultural economy. The article argues that the contemporary moment of Hindi filmmaking is marked by efforts to erase, rather than highlight, the signs of cultural difference in order to circulate and accrue distinction globally. However, the article relates the challenges faced by Hindi filmmakers in trying to fashion a {"}global{"} and culturally unmarked cinema.",
    author = "Tejaswini Ganti",
    year = "2012",
    month = "7",
    doi = "10.1080/08949468.2012.688473",
    language = "English (US)",
    volume = "25",
    pages = "340--365",
    journal = "Visual Anthropology",
    issn = "0894-9468",
    publisher = "Taylor and Francis Ltd.",
    number = "4",

    }

    TY - JOUR

    T1 - No Longer a Frivolous Singing and Dancing Nation of Movie-Makers

    T2 - The Hindi Film Industry and Its Quest for Global Distinction

    AU - Ganti, Tejaswini

    PY - 2012/7

    Y1 - 2012/7

    N2 - This article discusses the unexpected trajectories of media production under the conditions of neoliberalism in India. Focusing on the Hindi-language film industry (better known as "Bollywood"), the article describes how the rise of neoliberal economic ideals in state policy has produced conditions within the film industry that make it possible for concerns about prestige, symbolic capital, and global distinction to take precedence over ideologies of comparative advantage and branding that are more commonly associated with neoliberalism. It illustrates how Hindi filmmakers regard their cinema's cultural distinctiveness as alienating and limiting rather than as an asset within the larger global cultural economy. The article argues that the contemporary moment of Hindi filmmaking is marked by efforts to erase, rather than highlight, the signs of cultural difference in order to circulate and accrue distinction globally. However, the article relates the challenges faced by Hindi filmmakers in trying to fashion a "global" and culturally unmarked cinema.

    AB - This article discusses the unexpected trajectories of media production under the conditions of neoliberalism in India. Focusing on the Hindi-language film industry (better known as "Bollywood"), the article describes how the rise of neoliberal economic ideals in state policy has produced conditions within the film industry that make it possible for concerns about prestige, symbolic capital, and global distinction to take precedence over ideologies of comparative advantage and branding that are more commonly associated with neoliberalism. It illustrates how Hindi filmmakers regard their cinema's cultural distinctiveness as alienating and limiting rather than as an asset within the larger global cultural economy. The article argues that the contemporary moment of Hindi filmmaking is marked by efforts to erase, rather than highlight, the signs of cultural difference in order to circulate and accrue distinction globally. However, the article relates the challenges faced by Hindi filmmakers in trying to fashion a "global" and culturally unmarked cinema.

    UR - http://www.scopus.com/inward/record.url?scp=84864682388&partnerID=8YFLogxK

    UR - http://www.scopus.com/inward/citedby.url?scp=84864682388&partnerID=8YFLogxK

    U2 - 10.1080/08949468.2012.688473

    DO - 10.1080/08949468.2012.688473

    M3 - Article

    AN - SCOPUS:84864682388

    VL - 25

    SP - 340

    EP - 365

    JO - Visual Anthropology

    JF - Visual Anthropology

    SN - 0894-9468

    IS - 4

    ER -