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The Bollywood in Indian and American Perceptions

2011; SAGE Publishing; Volume: 67; Issue: 1 Linguagem: Inglês

10.1177/097492841006700105

0975-2684

Jonathan Matusitz, Pam Payano,

Media, Gender, and Advertising

This analysis compares Indian and US perceptions of Bollywood. It is the first to provide such a comparison. Overall, the authors found that both Indian and US perceptions of Bollywood are positive and negative. On some dimensions, Indian and US perceptions differ sharply from each other; on other dimensions, a few similarities become apparent. Overall, Indian perceptions of Bollywood are both negative and positive. While their concept of Bollywood is perceived as demeaning, stereotyping of the Muslim culture, and alienating economically and culturally marginalised audiences, it is also recognised as treasuring India’s national identity, portrayal of women in some circles (e.g., alcoholics attempting to become accepted into the chic and alluring society), Hindi traditional lifestyles, and lighthearted humor. While the Bollywood phenomenon has permeated many cultures worldwide, these cultures still differ in the way they perceive this rising Indian movie industry. Not only does this analysis serve to demonstrate many lessons in cross-cultural understanding; it also corroborates the fact that Bollywood embodies an emerging socio-economic current of globalisation. It is one of the largest movie industries in the world, producing about 1,000 movies a year, and it has heavily influenced Hollywood and other Western movie markets.