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Article: A case study of commercial television in India: assessing the organizational mechanisms of cultural imperialism.
- Article from:
- Journal of Broadcasting & Electronic Media
- Article date:
- June 22, 2000
- Author:
CopyrightCOPYRIGHT 2000 Broadcast Education Association. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Some might call it a satellite invasion. Others might conceptualize it as a groundswell. Either way, the commercialization of television in India is reality. The process through which entrepreneurs---on the ground and in the air--have created and capitalized on this trend is a remarkable story. The events associated illustrate a global trend in the commercialization of mass media and of cultures. While debated from many perspectives, the majority of scholarship about international communication and the effects of media across cultures operates at either the macro-structural level or at the individual/audience level. We present this case study as an opportunity to examine ...
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