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News for consumer citizens: Corporate pressure, political criticism and middle class assertion in the Indian media

Rao, Ursula

Portal : Journal of Multidisciplinary International Studies, 2012, Vol.9(1), p.1-16 [Rivista Peer Reviewed]

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  • Titolo:
    News for consumer citizens: Corporate pressure, political criticism and middle class assertion in the Indian media
  • Autore: Rao, Ursula
  • Descrizione: Mass media have always played a crucial role for negotiating the image of the nation. This holds true also for India. My article reflects changes in the Indian media market and examines how reshaped media outlets contribute towards generating fresh images of the nation for public consumption. Mazzarella has demonstrated in a study on advertisement that media in the 1990s heavily contributed towards advancing a shift in the national imaginary from a developmentalist to a consumerist vision of the Indian nation (Mazzarella 2003: 71). The circulation of commercialised media images fosters the fermenting of a self-conscious optimistic middle class. Television provides salaried citizens with an experience of community and a platform for negotiating a common taste culture for a new India that embraces the self-orientalising image of a globally successful country, that is both culturally authentic and economically competitive (Juluri 2003; Mankekar 2000). My article focuses on this relation between media, commerce and the middle classes from the specific perspective of news making. I examine how middle class professionals contribute towards a public culture that devalues politics and hails consumerism. I argue that in a high pressure corporate environment journalists find a new voice as political commentators while accommodating within a discursive formation that promotes positive thinking about corporations, markets and commodities. The product is an uneasy compromise between a company directive, a critical ethos and a longing for a new India.
  • Fa parte di: Portal : Journal of Multidisciplinary International Studies, 2012, Vol.9(1), p.1-16
  • Soggetti: Mass media--Marketing ; Negotiation--Social aspects ; Popular culture--Public opinion ; Society of Environmental Journalists ; Digital media
  • Lingua: Inglese
  • Identificativo: E-ISSN: 1449-2490

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