International Journal of Allied Practice, Research and Review Cinema Impact on our Society Culture and Nation Study of Diasporic Idea

Mr Devidas, Adhar Pardhi
unpublished
Indian cinema has been one of the most dominant and distinguishing features of the subcontinent's culture for the past sixty years. And, as Indians continue to seek out jobs and educational opportunities worldwide, they are bringing these cultural artefacts with them. Previous research suggests that Indian Diaspora may use these types of media products as a form of cultural maintenance. This article explores the role of Bellwood movies in constructing and maintaining the cultural identity among
more » ... ural identity among second generation Indian Americans. In particular, this study seeks to demonstrate how Bellwood film viewing practices of the second generation Indian Americans intersects to create a notion of "Indianans." Commercial Hindi cinema plays a central role in the negotiation of national identity. For decades, the expatriate Indian served as a counterexample for acceptable behaviour, a living testimony of inappropriateness. In the mid-1990s, following the liberalization of the Indian economy, the rise of Hindu nationalism and the advent of a multiplex-going urban middle-class, the stereotype were turned around. The Non Resident Indian (NRI) became the epitome of Indianans and embodied at once capitalist and consumerist modernity and patriarchal, Northern and Hindu traditionalism. This change was meant to cater to a lucrative niche market and reflected an uneasy transition period. In addition, the on screen NRI role models were seen as an instrument of Western modernity in India and of India's recognition as an international power in the West. In the last three decades, Bellwood cinema has shifted from projecting anti-colonial understandings of moral and sexual female boundaries to emphasizing a more liberated, Diasporas female figure.
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