India: Makings of Little Cultural/Media Imperialism?
India: Makings of Little Cultural/Media Imperialism?
复制标题
印度：文化/媒体帝国主义的形成？
DOI：
10.1177/0016549201063006003
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发表时间：
2001
期刊：
影响因子：
--
通讯作者：
P. Sonwalkar
中科院分区：
文献类型：
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作者：
P. Sonwalkar
20世纪90年代，印度媒体，主要是电视媒体的蓬勃发展，彻底改变了南亚的媒体景观。20世纪90年代初，外国频道的新奇逐渐消失后，印度频道巩固了自己的地位，创下了最高的收视率，并迫使外国频道大量采用本地节目。1990年代后期又增加了一个新的层面，在地方市场上，针对特定语言/区域的渠道取代了泛印度网络，并向各大洲的大量散居者伸出援手。此外，印度媒体产品越来越多地被视为文化帝国主义在南亚沿着相同的路线，西方产品在20世纪60年代至70年代。印度媒体的实力和活力似乎对媒体帝国主义的比喻构成了一些挑战。本文认为，印度媒体的情况有“小文化/媒体帝国主义”的气质，并呼吁一个多中心的角度来看，而不是一个线性的西方中心的角度来看，登记在这个全球化时代的变化之快。
An efflorescence of the media in India during the 1990s, mainly in television, has revolutionized the South Asian mediascape. After the novelty of foreign channels wore off in the early 1990s, Indian channels consolidated their position, recorded the highest audience ratings and forced foreign channels to adopt local programming in a big way. The late 1990s added a new dimension with language-/region-specific channels displacing pan-Indian networks in localized markets, and also reaching out to the large diaspora across continents. Besides, Indian media products are increasingly being viewed in terms of cultural imperialism within South Asia along the same lines that western products were during the 1960s-70s. India's media strengths and vibrancy appear to pose some challenge to the trope of media imperialism. This article argues that the Indian media situation has the makings of `little cultural/media imperialism', and calls for a multi-centric perspective, as opposed to a linear West-centric perspective, to register the rapidity of changes in this age of globalization.