Globalization on the ground
Subtitle: media and the transformation of culture, class, and gender in India
By: by Steve Derné.
Publisher: Sage Publications
Published: 2008
Place of publication: New Delhi; Thousand Oaks, Calif
Language: eng
Number of pages: 243
ISBN-13: 9788178298269
Subjects: Middle class men -- India -- Attitudes; Middle class -- India -- Attitudes; Middle class -- India -- Social conditions; Sociology, Urban -- India
Description: "In Globalization on the Ground: Media and the Transformation of Culture, Class, and Gender in India, Steve Derne argues that the effects of globalization on existing cultural values differ, among social groups. The non-elite middle class in India, for whom globalization has brought little change in economic position and opportunities, has resisted changes to existing ideas about family, marriage, and gender relations. The book suggests that the non-elite middle class accepts only those meanings which can be layered on top of existing meanings that support obdurate social structures, thereby reiterating existing social stereotypes. So, the newly available Arnold Schwarzenegger films intensify the association of violence with masculinity, and foreign pornography incites new means of expressing male dominance." "The book also considers how globalization has transformed social class and gender in India. Derne argues that with globalization, class identities are defined more by transnational contexts that within bounded nations, are based more on shared patterns of consumption than shared positions in the economy, and are increasingly defined by gender relations." "Globalization on the Ground will appeal to students and scholars of globalization, mass media, cultural studies, and South Asian studies."--BOOK JACKET.
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction; title: Culture, structure and psyche : a theory of culture and its implications for understanding globalization and cultural change; title: Making the transnational middle-class in India; title: Cultural continuities and active resistance : globalization, the reconstitution of gender arrangements, and the making of the Indian middle class; title: Changing cultural orientations; title: Globalizing gender culture; title: Conclusion.