Intra and Inter-Cultural Diversities in the Era of Globalization: Transnational Television in India
The paper reports the findings of an exploratory study of two linguistic communities from the western part of India. The communities chosen for the study were Marathi, rooted traditionally in the soils of the state of Maharashtra, and Gujarati, belonging to the neighbouring state of Gujarat, which became minority language group in Mumbai after bifurcation of Bombay State in 1961. The study examines influence of transnational television on value orientations of individualism and consumerism across these two linguistic communities. In spite of differences in material conditions of the communities, there were similarities in value orientations of individuals indicating inter-cultural similarities. The patterns of media consumption as well as transnational television viewing varied significantly mainly due to socio-economic differences. The findings did not support the premise of cultural-media imperialism in the context of India.