Glocalization: a Study of Bollywood Movies
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International Journal of Communication and Social Research Vol. 2, No.2: July 2014 Glocalization: A study of Bollywood Movies Arif Hasan1 and Dr. Fayaz Ahmad Nika2 Abstract This study examines Indian audiences’ expectation from Bollywood movies and their closeness with their culture in spite of global influences. Audience response to the use of english, western clothing and musical styles, vary from subject to subject but have universal expectation from Bollywood movies that it should contain traditional clothing, culture, family emotion and Indian values. The Bollywood audiences do not expect westernization entirely in movies; Indian values also expect customs in terms of clothing, music, family emotions in Indian Bollywood movies (films). In this context, the article looks at the inflow of westernization of movies going into local. It especially pays attention to how these developments bring together and reshuffle the global and the local. Audience demand an Indian touch even while exhibiting global influences Bollywood films. Such reciprocal adoption between the symptoms of globalization & retention of glocalization (Indian touch) is discussed using the theoretical framework of glocalization in International communication. Key words: Glocalization, Bollywood, Movies, India Introduction The active audiences of Bollywood films in India adopt westernization with some In recent times it is observed that in Indian touch and co-ordination of Bollywood a story exclusively copied from picturization in both of them. Hollywood will not guarantee to be a hit. It should have an Indian masaala (touch), The film industry located in Bombay, now traditions. Even in Bhojpuri, Punjabi, Mumbai. The term Bollywood has come tollywood they are having their local to refer to the roughly 1000 Hindi films culture, civilization. In this article, I that roll out each year from the city’s examine Bollywood films and their Indian studios. From 1991, Globalization also touch in spite of having global influences. impacted the scenario of Indian media. 1 Arif Hasan, Research Scholar, Dept. of Management Studies, Central University of Kashmir 2 Dr. Fayaz Ahmad Nika, Associate Professor, Dept. of Management, Central University of Kashmir 55 Glocalization: A study of Bollywood Movies Arif Hasan1 and Dr. Fayaz Ahmad Nika2 Many new international channels such like globally with local settings. Movie like Hong Kong based Star TV, subsidiary of “Krishh” is the local embodiment of News Corporation and CNN enter in India. Superman “Lage Raho Munna Bhai” takes It was also supported by government’s new “Gandhigiri” locally without conventional “Open Skies Policy”. It has also settings. There were the days when movies encouraged regional language channels, launch in one country only but nowadays foreign language channels and Hollywood movies released worldwide movies in India. Government also granted simultaneously. Directors use foreign “Industry status” to films in 1998 (Mehta location, foreign artist to have global 2005 p. 139). It has changed Single Screen impact with local factors such like Indian theaters to multiplex specially in story, language, clothing, family emotions Metropolitans and A class cities of India. etc. Since the economic liberalization of the Concept of Glocalization 1990’s, Indians travelled abroad and their lifestyle, tastes & preferences also Glocal word derives from Global +Local. changed. Film makers made strategies to According to the dictionary meaning, the accommodate such audiences tastes and term “glocal” and the process noun preferences by concurrently mixing local “glocalization” are “formed by telescoping with the global. Such strategies are labeled global and local to make a blend” as Glocalization for Bollywood audiences. According to wordspy, Glocalization means “The creation of products and It is an estimated fact now that services intended for the global market, globalization has caused major but customized to suit the local cultures. transformation in the production of media. According to the sociologist Roland The term glocalization in this paper used Robertson, glocalization describes the as an alternative of traditional tampering effects of local conditions on communication framework. Several global pressures. scholars propose the theory of glocalization as mutually formative Glocalization means “the simultaneity (co- complementary competitors not as presence) of both universalizing and opposite to each other. Glocalization work particularizing tendencies (Raimi, 2003).” as a process of cultural translation, as Glocalization is a concept that explains the ideas, objective, practices transplanted interaction between global and local from one place to other. dimensions in any strategy i.e. media and communication strategies etc. It seems The Indian film Industry reflects culture important in all type of business. We are & heritage of India. Earlier it was watching Hollywood movies in Hindi to concentrated to India only. The change of cater Indian viewers. In India comic trend started with movie “Guide” followed character, name of “Spiderman” convert by “Lamhe” which attracted audience from Peter Parker to “Pavitra Prabhakar”. 56 International Journal of Communication and Social Research Vol. 2, No.2: July 2014 He also wear loincloth worn by Hindu men cultural forms emerging at the in India. The other aspects of comic book intersections of the global and local. have also been modified. Similarly a recent Glocalization is recognition of cultural Indian movie “Krishh” portrayed a super translation due to transplantation of ideas, hero which can be consider a glocalized objects, institutions, images, practices, and version of Batman & Superman. There are performances from one place to other. The so many movies which perform well in appeal of glocalization is in its conceptual local market when they go global, fail elasticity and its ability to understand that miserably. Sometimes it happens that locales (global, regional, national, movies are having good collection from provincial, local) overlap and mutually North India in comparison to south or east influence contexts and identities. India by not coming up to the expectations of varied regions/religions/culture etc. Objectives of the study Hollywood production houses also tie up with Indian producer/distribution houses, 1. To give broad overview of the traditional when they enter in India to make a culture of Indian movies and westernizing glocalized effect in the mind of Indian effect on it. viewers such as Walt Disney tie up with 2. To analyse impact of Glocalization with UTV Motion Pictures owned by Ronnie respect to Indian movies in spite of Western Screwvala. domination. globalization versus Glocalization Rationale of study Glocalization encompasses both the global Glocalization helps us to understand how and local; it is ‘‘mutually formative, global and local influences each other. It complementary in a symbolistic also explain that how westernization relationship in spite of their polarity. effects the local culture (i.e. India). The Glocalization ideas in movies allows to author has used critical approach to analyse escape ‘‘the pull of the global/local that how two cultures simultaneously polarity’’ and the fear that the local is dead influence in Indian films. (Robertson, 1997, p. 29). Rather than pitching global against the local, Significance of the study glocalization work as interconnected to both. Robertson calls for both This study, focus on the word understanding of the global-local nexus Glocalization with reference to Bollywood and of seeing glocalization as a tool of movies. As Bollywood goes glocal. It resistance and accommodation. The attempts to explain cultural & attitudinal primary role of Glocalization is to change due to Glocalization. This study understand the reconfiguration of locality examines the impact of glocalization on and local subjects, to account for new Bollywood movies. 57 Glocalization: A study of Bollywood Movies Arif Hasan1 and Dr. Fayaz Ahmad Nika2 4. Emotions- Emotional touch, feeling, Research method crying, actions having an important place in Bollywood movies. ·Qualitative research, through interview method Glocalized Clothes: Indian clothing is adopting global styles. Earlier viewer want ·Using formal and informal to see actress and actor in Sari, Choli, questionnaire to gather information Sherwani & kurta-pajaama but now it from respondents seems that Indian viewers want Western ·250 formal and informal interviewsclothing with traditional impact. In some conducted with men and women, scenes film stars wear traditional dresses age 18-40 years old in spite of increasing use of western clothes. Earlier film star such like Hema · Delhi/NCR covered together for Malini, Sharmila Tagore wears skirts or information over a 3 month period pants only in one or two scenes. But now in 2013. actresses such like Kareena Kapoor, Katrina, and Deepika Padukone wear Sari Findings of research in one or two scenes, this is what makes Audience want globalized production with her Indian. Viewers accept western local know ledges, Bollywood has hybrid clothing styles but also want Indian relation between the local and global. clothing such as Salwaar Kameej, Saari Despite the variety, Indian audiences want etc. traditional clothing, music, dance, family Glocalized Locations: Bollywood films emotions and Indian values. Bollywood have expanded their area of shooting films. movies must maintain some nationality Bollywood viewers can see several