The very rapid growth in the Indian media industries and the vibrancy of India’s popular culture are making a working understanding of the Indian scene a prerequisite for any serious study of media in the twenty-first century. As one of the largest and most influential emerging economies in the world today, India now plays a crucial role in any serious discussion of social and economic change taking place at the global level. As new commercial and political alignments take shape in the face of new global circumstances, thinkers and decision-makers are inexorably drawn towards the reality of a new India being forged in the technological and cultural flux of global media flows.
Taking an innovative interdisciplinary approach to the complex field of Indian media and society, this book combines a rich descriptive account with critical analysis designed to engender informed debate amongst students, academics and other researchers.
Adrian Athique offers a comprehensive and engaging introduction to the media in India, situating the topic in the context of global media flows and debates. He covers the field in a way that is as clear-headed as it is clearly written. Despite unprecedented expansion of media and communication in the world’s largest democracy and one of its fastest growing economies, in international scholarship the study of media in India has rarely gone beyond tokenism. Taking a global approach to the study of Indian media, Athique’s accessible and incisive book makes a major intervention in Indian media studies and more broadly contributes to the internationalization of our field. Highly recommended.
Assessing the distinctiveness of Indian media while framing it in relation to global media practices, Adrian Athique offers an astute overview of India’s globalization by considering its media along the registers of technology, commodity, services and markets. With insights into Indian media piracy, digitality and corporate branding, this book is a welcome contribution to conversations on the centrality of media institutions in shaping heterogeneous forms of globalization around the world
- Mass media and the Indian national project: Raza Rumi (kafila.org)
- Amartya Sen on India Media (richardrego.wordpress.com)