The emergence of a national-popular television aesthetics: Surveying in the 1990s through advertisements

Arvind Rajagopal

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This chapter examines television advertisements shown between 1992 and 2003, in order to trace the cultural patterns and trajectories of democratization in India during the period of economic liberalization that began in 1991. From catering to an elite, wealthy audience that appeared to represent the entire nation, advertising evolved to reflect the values of the poor as well, helping to lead the nation beyond the Nehruvian assumption that progress would come from the educated middle and upper classes. In marketing to the poor, television portrayed this consumer as clever, thrifty, and capable of seeing through the brand image. However, advertising also expressed consumerist values and encouraged acquisitiveness, detaching its audience from political issues.

Original languageEnglish (US)
Title of host publicationPluralism and Democracy in India
Subtitle of host publicationDebating the Hindu Right
PublisherOxford University Press
ISBN (Electronic)9780199380947
ISBN (Print)9780195394825
DOIs
StatePublished - May 21 2015

Keywords

  • Advertisements
  • Consumers
  • Democratization
  • Indian television
  • Marketing
  • Poor
  • Television commercials

ASJC Scopus subject areas

  • Social Sciences(all)

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  • Cite this

    Rajagopal, A. (2015). The emergence of a national-popular television aesthetics: Surveying in the 1990s through advertisements. In Pluralism and Democracy in India: Debating the Hindu Right Oxford University Press. https://doi.org/10.1093/acprof:oso/9780195394825.003.0008