Resistance to Western Popular and Pop-Culture in India

Santalka: Filosofija, Komunikacija. 2017;25(1):48-62 DOI 10.3846/cpc.2017.268

 

Journal Homepage

Journal Title: Santalka: Filosofija, Komunikacija

ISSN: 2029-6320 (Print); 2029-6339 (Online)

Publisher: Vilnius Gediminas Technical University

Society/Institution: Vilnius Gediminas Technical University

LCC Subject Category: Language and Literature: Philology. Linguistics: Communication. Mass media | Philosophy. Psychology. Religion: Philosophy (General)

Country of publisher: Lithuania

Language of fulltext: English, Lithuanian

Full-text formats available: PDF

 

AUTHORS

Algis Mickūnas (Ohio University)

EDITORIAL INFORMATION

Double blind peer review

Editorial Board

Instructions for authors

Time From Submission to Publication: 20 weeks

 

Abstract | Full Text

The essay is designed to present the phenomena of popular culture, its difference from pop culture, both products of modern West, and their impact on film and advertisement media in India. First, the discussion focuses on the Critical School which proposed the initial thesis of commodification of culture with a resultant “lowering” of standards to appeal to “the masses”, and an appeal to the “average” tastes. In the essay an argument is presented that pop culture is a “critique” of popular culture and is an elitist position attempting to shock popular mores and media content. Given this setting, it is argued that while India has followed both the globalizing popular and pop cultures, neither are adequate to encompass Indian media, specifically their film content.