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The Magic of Bollywood
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The Magic of Bollywood
At Home and Abroad

Edited by:
  • Anjali Gera Roy - Department of Humanities and Social Sciences, Indian Institute of Technology Kharagpur, West Bengal


© 2012 | 356 pages | SAGE Publications Pvt. Ltd
Few would deny that the most significant weapon in India's cultural and artistic armory is its avowedly commercial cinema, now known as Bollywood. This anthology aims to portray the "soft" power of Bollywood, which makes it a unique and powerful disseminator of Indian culture and values abroad. The essays in the book examine Bollywood's popularity within and outside South Asia, focusing on its role in international relations and diplomacy.

In addition to contributions that directly engage with the notion of soft power, a number of essays in the volume testify to the attractiveness of Bollywood cinema for ethnically diverse groups across the world, probe the reasons for its appeal, and explore its audiences' identification with cinematic narratives.

Established and emerging scholars in literature, theater, film, dance, music, media, cultural studies, and sociology from different parts of the world present their views from multidisciplinary perspectives based on case studies from Australia, New Zealand, the UK, Germany, Russia, the US, Senegal, Pakistan, Bangladesh, Indonesia and Canada, in addition to India.

ishtiaq Ahmed
Foreword
Anjali Gera Roy
Introduction
 
Part 1: BRAND BOLLYWOOD AND THE NEW BOLLYWOOD FILM
Mainstream Hindi Cinema and Brand Bollywood: The Transformation of a Cultural Artifact M K Raghavendra
Post-national B(H)ollywood and the National Imaginary Meena T Pillai
 
Part 2: BOLLYWOOD'S SOFT POWER: SOME FACTS AND FIGURES
Bollywood and Soft Power: Content Trends and Hybridity in Popular Hindi Cinema David J. Schaefer and Kavita Karan
A Regional Mosaic: Linguistic Diversity and India's Film Trade Sunitha Chitrapu
 
Part 3: INDIAN FILMS' TRADITIONAL MARKETS: SOUTH ASIA, SOUTHEAST ASIA, AFRICA, AND RUSSIA
"Dada Negativity" and Pakistani Characters in Bollywood Films Kamal ud Din and Nukhbah Taj Langah
Soft Power and Pakistani Viewers Shahnaz Khan
Bollywood Film Culture in Indonesia's Mediascapes Shuri Mariasih Gietty Tambunan
Indian Films in the USSR and Russia: Past, Present, and Future Elena Igorevna Doroshenko
Indophilie and Bollywood's Popularity in Senegal: Strands of Identity Dynamics Gwenda Vander Steene
"Bollywoodization" as (H)Indianization? Bangladesh Film Industry under National Protection Raju Zakir Hossain
 
Part 4: NEW TERRITORIES: BOLLYWOOD IN THE WEST AUSTRALIA, CANADA, EUROPE, AND NEW ZEALAND
From Tawa'if to Wife? Making Sense of Bollywood's Courtesan Genre Teresa Hubel
Bollywood in da Club: Social Space in Toronto's "South Asian" Community Omme-Salma Rahemtullah
Bollywood Internet Forums and Australian Cultural Diplomacy Andrew Hassam
Addressing the Nonresident: Soft Power, Bollywood, and the Diasporic Audience Adrian Athique
Bollywood's Circuits in Germany Florian Krauss
 
Imdex
The Magic of Bollywood: At Home and Abroad explores the wide ranging dimensions of Bollywood as an effective element of India’s soft power. Such academic endeavours are rare in the existing scholarship in Indian Cinema.... The critical analysis on the acceptance of certain kinds of films among the Indian diaspora and the natives of various lands are illuminating. The link between the neo-liberal regime and Bollywood is profoundly analysed...very few books have highlighted the relation between the film production scenario and the narratives and style of the films made in India like this one.
The Sunday Standard

A joy to read...brings together a collection of very insightful and authoritative essays probing the multifarious research and impact of bollywood movies within and outside India, also sets the stage for scholarly appreciation of the relationship between culture, Politics, International relations and the power games that such relationships entail.... It is fascinating to see such rigorous research being expended on something that we, in our country, consume as given...even a skim- through is rewarding.

The Asian Age, 25 September 2012

The book includes some very good individual articles. I especially like the book's broad range of themes and that it includes the important diaspora aspect. For my course on Indian Film(s) it's a perfect book.

Professor Xenia Zeiler
Department of World Cultures, University of Helsinki
July 7, 2015

It's an important source to understand Bollywood. The book examines the Hindi film industry's power within and outside of South Asia.

Dr Sermin Tag Kalafatoglu
Department of Cinema and Television, Ordu University
December 26, 2014

A quick fun read compared to the other dense books on Bollywood out there.

Ms LB Begum
Department of Management & IT, University of Wales, Trinity St David
August 14, 2014

adopted text book

Mr Altaf Baghdadi
Business, University Centre at Blackburn College
February 7, 2014

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ISBN: 9788132107323
£43.99

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