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Globalization on the Ground

Globalization on the Ground
New Media and the Transformation of Culture, Class, and Gender in India

First Edition

June 2008 | 244 pages | SAGE Publications Pvt. Ltd
Unlike élite middle-class Indians, ordinary Indian men are selective in their acceptance of new meanings introduced by cultural globalization. In Globalization on the Ground: Media and the Transformation of Culture, Class, and Gender in India, Steve Derné argues that the effects of globalization on existing cultural values differ among social groups. The non-élite 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-élite 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 class and gender in India. Derné argues that with globalization, class identities are defined more by transnational contexts than 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.
Culture, Structure and Psyche: Understanding Globalization and Cultural Change
Making the Transnational Middle Class in India
Cultural Continuities and Active Resistance : Gender and the Making of the Indian Middle Class
Changing Cultural Orientations
Globalizing Gender Culture

Globalization on the Ground is an interdisciplinary look at globalisation from the point of view of the common man. He questions whether globalisation means anything to people in the developing world, especially to people in the non-elite circle in India...The book focuses on three major aspects; the essential one being to better understand the course of globalisation by examining its effects on the ground in urban India.

Daily News and Analysis

Steve Derne argues that the effects of globalisation on existing cultural values differ among social groups. The non-elite middle class in India has resisted changes to existing ideas about family, marriage, and gender relations.

The Financial Express

Focusing on the middle classes in India, the book suggests how globalization has transformed culture, class, and gender in India in the years since economic liberalization.

Prabhaat Khabar

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ISBN: 9788178298269

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