Music Television and the Invention of Youth Culture in India
- 1 November 2002
- journal article
- research article
- Published by SAGE Publications in Television & New Media
- Vol. 3 (4) , 367-386
- https://doi.org/10.1177/152747602237283
Abstract
MTV is often associated with concerns about global cultural homogenization and the spread of a rebellious youth culture. However, the political economy of satellite television in postliberalization India has ensured the construction of a music television audience that is neither antinational nor antielder. On the basis of a reception study of music television in India, this article argues that audiences construct a sense of generational, national, and global identity in a manner that calls for a deeper understanding of cultural imperialism and audience reception. The findings of this study suggest that although the emerging youth culture in India does not seem confrontational in generational or national terms, it is not so much a case of audience resistance as that of co-optation by global hegemonic forces.Keywords
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