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Box Office and Bollywood: An Analysis of Soft Power Content in Popular Hindi Cinema

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Abstract:

Since the late 1990s, international public interest in popular Hindi cinema has grown to the point where commentators now routinely assert that Hollywood’s domination of global media flows soon may be seriously challenged (Bose, 2006; Curtain, 2007; Kumar, 2008; Lagerkvist, 2009; Mitra, 2008). Minister of State for External Affairs Shashi Tharoor (2007) also has argued that Bollywood films offer one of the best opportunities to promote India’s “soft power of attraction” (Nye, 2008, p. 1353) -- classical artistic heritage, intellectual legacy, and reverence for traditional values -- in global policy arenas. In this study, I critique such arguments by statistically analyzing the relationship between box office revenues and soft-power-related content from the most popular Hindi films released between 1947 and 2007. Contrary to recent claims, I illustrate how the revenues of highly popular Hindi films in some cases appear to accompany the reduction of classical and traditional content and adoption of more Westernized-hybridized styles of presentation. I conclude by offering a model for India’s soft power that more closely reflects the hybridized presentational modes that are employed by Hindi filmmakers.
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Name: International Communication Association
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http://www.icahdq.org


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URL: http://citation.allacademic.com/meta/p404633_index.html
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MLA Citation:

Schaefer, David. "Box Office and Bollywood: An Analysis of Soft Power Content in Popular Hindi Cinema" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore, <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p404633_index.html>

APA Citation:

Schaefer, D. J. "Box Office and Bollywood: An Analysis of Soft Power Content in Popular Hindi Cinema" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore <Not Available>. 2014-11-27 from http://citation.allacademic.com/meta/p404633_index.html

Publication Type: Session Paper
Abstract: Since the late 1990s, international public interest in popular Hindi cinema has grown to the point where commentators now routinely assert that Hollywood’s domination of global media flows soon may be seriously challenged (Bose, 2006; Curtain, 2007; Kumar, 2008; Lagerkvist, 2009; Mitra, 2008). Minister of State for External Affairs Shashi Tharoor (2007) also has argued that Bollywood films offer one of the best opportunities to promote India’s “soft power of attraction” (Nye, 2008, p. 1353) -- classical artistic heritage, intellectual legacy, and reverence for traditional values -- in global policy arenas. In this study, I critique such arguments by statistically analyzing the relationship between box office revenues and soft-power-related content from the most popular Hindi films released between 1947 and 2007. Contrary to recent claims, I illustrate how the revenues of highly popular Hindi films in some cases appear to accompany the reduction of classical and traditional content and adoption of more Westernized-hybridized styles of presentation. I conclude by offering a model for India’s soft power that more closely reflects the hybridized presentational modes that are employed by Hindi filmmakers.


Similar Titles:
Soft Power, Bollywood Cinema, and Cultural Proximity: Comparing Viewer Reactions to Popular Hindi Cinema in India and the Diaspora

From Hollywood to Bollywood: An Analysis of the Globalization of Popular Culture

Social Norm Violations in Popular U.S. and German Crime Drama Television Series: A Content Analysis

Food Marketing on Popular Children’s Websites: A Content Analysis


 
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