The millennial woman in Bollywood : a new 'brand'? /
"The subtitle says it all: how and why Bollywood found it worthwhile to explore the reality of the millennial women who are thriving in India—small part of the demographics but very influential. Advertising discovered women as choosy consumers and influencers. The Hindi film Heroine is a brand...
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| Format: | eBook |
| Language: | English |
| Published: |
New Delhi, India :
Oxford University Press,
2022.
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| Edition: | First edition. |
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| Online Access: | Connect to the full text of this electronic book |
| Summary: | "The subtitle says it all: how and why Bollywood found it worthwhile to explore the reality of the millennial women who are thriving in India—small part of the demographics but very influential. Advertising discovered women as choosy consumers and influencers. The Hindi film Heroine is a brand and brand ambassador. The market met the needs of contemporary women who are independent, with freer attitudes to relationships, including pre-marital sex and life choices. Romcoms reflect this new found freedom, defying patriarchy that still defines our society. Globalization is culturally irreversible. From the 1990s onwards, Bollywood has responded to globalization in a paradoxical way: fear of losing our cultural identity and strong desire to integrate with global trends. It results in popular cinema becoming glocal. Bollywood has found it creatively and commercially satisfying to explore all facets of this new fascinating creature, the millennial woman who is more than a buzzword. With the injection of energy by ambitious Indie filmmakers, Bollywood now celebrates nonconformists, subversives. woman the hero, women the professional … in engaging and enlightening ways. It applauds young women who unequivocally said No means No. Most daringly, iconic characters like Choti Bahu, Paro, and Chandramukhi transformed into today's women with the power to change their lives. This is due to the creative vigour infused into the mainstream by indie filmmakers with vision and the will to tell stories in their own way"--Publisher's description. |
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| Physical Description: | 1 online resource |
| Bibliography: | Includes bibliographical references. |
| ISBN: | 9789354974601 9354974600 9789354974595 9354974597 |