How does the mass modernization in media affect the culture in India?

A transformation in the political culture of India is by no means the full extent to which the field of liberalization needs to be understood in cultural terms. At one level, the simultaneous clash and realignment of Indian politics with a Western media technology and its cultural forms has been consistent with earlier encounters. The longstanding opposition of cultural authenticity versus modernization also interacts with the energies unleashed by liberalization in ways that underscore the consistent power of both militant parochial forces and the effusive hybridity of Indian popular culture. The attendant shift in cultural authority from the state into a pluralist domain has been highly significant in forging the spirit of the age. Thus, it is in the mass media that the forces of globalization and liberalization are increasingly experienced and contested. How the competing urges of internationalism and parochialism play in India’s culture may well be determined by the impact of history’s greatest development upon the cultural values of the subcontinent in this decade and the next.

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