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From Bombay to BollywoodThe Making of a Global Media Industry$
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Aswin Punathambekar

Print publication date: 2013

Print ISBN-13: 9780814771891

Published to NYU Press Scholarship Online: March 2016

DOI: 10.18574/nyu/9780814771891.001.0001

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Bollywood Is Useful

Bollywood Is Useful

Media Industries and the State in an Era of Reform

(p.25) 1 Bollywood Is Useful
From Bombay to Bollywood

Aswin Punathambekar

NYU Press

This chapter examines the aims of sociocultural and political transformations in India that set the stage for the reimagination of the Bombay film industry as Bollywood. The Indian state implemented these reforms because of their desire to have a new and highly visible middle class. In particular, the changes in state policies toward the media and entertainment industries, as well as the creation of Bollywood as a global media industry, was shaped by a broader political discourse of cleaning and cleansing (safai) that played out at urban, national, and diasporic scales throughout the 1990s and 2000s. Hence, the state's effort to manage the cultural industries is part of a larger process of managing a wide-ranging set of spatial crises engendered by processes of economic liberalization and globalization.

Keywords:   political transformations, Bombay film industry, Bollywood, middle class, diasporic scales, cultural industries

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