Best of the Week
Most Popular
1. Investing in a Bubble Mania Stock Market Trending Towards Financial Crisis 2.0 CRASH! - 9th Sep 21
2.Tech Stocks Bubble Valuations 2000 vs 2021 - 25th Sep 21
3.Stock Market FOMO Going into Crash Season - 8th Oct 21
4.Stock Market FOMO Hits September Brick Wall - Evergrande China's Lehman's Moment - 22nd Sep 21
5.Crypto Bubble BURSTS! BTC, ETH, XRP CRASH! NiceHash Seizes Funds on Account Halting ALL Withdrawals! - 19th May 21
6.How to Protect Your Self From a Stock Market CRASH / Bear Market? - 14th Oct 21
7.AI Stocks Portfolio Buying and Selling Levels Going Into Market Correction - 11th Oct 21
8.Why Silver Price Could Crash by 20%! - 5th Oct 21
9.Powell: Inflation Might Not Be Transitory, After All - 3rd Oct 21
10.Global Stock Markets Topped 60 Days Before the US Stocks Peaked - 23rd Sep 21
Last 7 days
How to Get Rich in the MetaVerse - 20th Jan 21
Should you Buy Payment Disruptor Stocks in 2022? - 20th Jan 21
2022 the Year of Smart devices, Electric Vehicles, and AI Startups - 20th Jan 21
Oil Markets More Animated by Geopolitics, Supply, and Demand - 20th Jan 21
WARNING - AI STOCK MARKET CRASH / BEAR SWITCH TRIGGERED! - 19th Jan 22
Fake It Till You Make It: Will Silver’s Motto Work on Gold? - 19th Jan 22
Crude Oil Smashing Stocks - 19th Jan 22
US Stagflation: The Global Risk of 2022 - 19th Jan 22
Stock Market Trend Forecast Early 2022 - Tech Growth Value Stocks Rotation - 18th Jan 22
Stock Market Sentiment Speaks: Are We Setting Up For A 'Mini-Crash'? - 18th Jan 22
Mobile Sports Betting is on a rise: Here’s why - 18th Jan 22
Exponential AI Stocks Mega-trend - 17th Jan 22
THE NEXT BITCOIN - 17th Jan 22
Gold Price Predictions for 2022 - 17th Jan 22
How Do Debt Relief Services Work To Reduce The Amount You Owe? - 17th Jan 22
RIVIAN IPO Illustrates We are in the Mother of all Stock Market Bubbles - 16th Jan 22
All Market Eyes on Copper - 16th Jan 22
The US Dollar Had a Slip-Up, but Gold Turned a Blind Eye to It - 16th Jan 22
A Stock Market Top for the Ages - 16th Jan 22
FREETRADE - Stock Investing Platform, the Good, Bad and Ugly Review, Free Shares, Cancelled Orders - 15th Jan 22
WD 14tb My Book External Drive Unboxing, Testing and Benchmark Performance Amazon Buy Review - 15th Jan 22
Toyland Ferris Wheel Birthday Fun at Gulliver's Rother Valley UK Theme Park 2022 - 15th Jan 22
What You Should Know About a TailoredPay High Risk Merchant Account - 15th Jan 22
Best Metaverse Tech Stocks Investing for 2022 and Beyond - 14th Jan 22
Gold Price Lagging Inflation - 14th Jan 22
Get Your Startup Idea Up And Running With These 7 Tips - 14th Jan 22
What Happens When Your Flight Gets Cancelled in the UK? - 14th Jan 22
How to Profit from 2022’s Biggest Trend Reversal - 11th Jan 22
Stock Market Sentiment Speaks: Are We Ready To Drop To 4400SPX? - 11th Jan 22
What's the Role of an Affiliate Marketer? - 11th Jan 22
Essential Things To Know Before You Set Up A Limited Liability Company - 11th Jan 22
NVIDIA THE KING OF THE METAVERSE! - 10th Jan 22
Fiscal and Monetary Cliffs Have Arrived - 10th Jan 22
The Meteoric Rise of Investing in Trading Cards - 10th Jan 22
IBM The REAL Quantum Metaverse STOCK! - 9th Jan 22
WARNING Failing NVME2 M2 SSD Drives Can Prevent Systems From Booting - Corsair MP600 - 9th Jan 22
The Fed’s inflated cake and a ‘quant’ of history - 9th Jan 22
NVME M2 SSD FAILURE WARNING Signs - Corsair MP600 1tb Drive - 9th Jan 22
Meadowhall Sheffield Christmas Lights 2021 Shopping - Before the Switch on - 9th Jan 22
How Does Insurance Work In Europe? Find Out Here - 9th Jan 22
MATTERPORT (MTTR) - DIGITIZING THE REAL WORLD - METAVERSE INVESTING 2022 - 7th Jan 22
Effect of Deflation On The Gold Price - 7th Jan 22
Stock Market 2022 Requires Different Strategies For Traders/Investors - 7th Jan 22
Old Man Winter Will Stimulate Natural Gas and Heating Oil Demand - 7th Jan 22
Is The Lazy Stock Market Bull Strategy Worth Considering? - 7th Jan 22
METAVERSE - NEW LIFE FOR SONY AGEING GAMING GIANT? - 6th Jan 2022
What Elliott Waves Show for Asia Pacific Stock and Financial Markets 2022 - 6th Jan 2022
Why You Should Register Your Company - 6th Jan 2022
4 Ways to Invest in Silver for 2022 - 6th Jan 2022
UNITY (U) - Metaverse Stock Analysis Investing for 2022 and Beyond - 5th Jan 2022
Stock Market Staving Off Risk-Off - 5th Jan 2022
Gold and Silver Still Hungover After New Year’s Eve - 5th Jan 2022
S&P 500 In an Uncharted Territory, But Is Sky the Limit? - 5th Jan 2022

Market Oracle FREE Newsletter

How to Protect your Wealth by Investing in AI Tech Stocks

From Bollywood to Hollywood: Ripping Up the Social Fabric of India

Politics / India Sep 01, 2012 - 12:59 PM GMT

By: Global_Research

Politics

Best Financial Markets Analysis ArticleColin Todhunter writes: Apparently, we should ‘take care’ because we are ‘worth it.’ These are the feel-good catch phrases on English language TV channels in India that are being used to sell certain products. The commercials employ the same wording and that has been used in the West to sell these products for years. The actual news bulletins in India also bear a striking resemblance to the ‘newsworthiness’ agenda used by western channels. As in the West, the commercials and the news are becoming virtually one and the same.


Take the various Indian channels that were running wall-to-wall coverage of Bollywood star Shah Rukh Khan’s Mumbai stadium scuffle with security guards and officials, until it was eclipsed by Zohal Hameed’s alleged ordeal of sexual abuse in relation to Australian cricketer Luke Pomersbach. Both incidents were associated with that glorified, media-hyped, money spinning cricket fest known as the Indian Premier League (IPL), which took place a few months back.

As far as these channels are concerned, it seems that it is only the rich and affluent who really count and are ‘worth it’ in terms of news coverage. The alleged female victim received an extraordinary amount of media attention. She and the cricketer in question were much more newsworthy than the 50 million plus ordinary females who have been eliminated from the population as a result of foeticide, infanticide, dowry murder or just plain murder.

Women are battered, raped and subjected to all kinds of violence in India every day. But this affluent, articulate, media-savvy US-Indian woman grabbed banner headlines. Who requires real news when a sex and cricket celebrity hotel scandal will do? Each day, a mere few column inches appear in the press about a woman who has been murdered, attacked or raped. By and large, these crimes are underreported by the media.

India faces massive problems, ranging from mass poverty and female genocide to environmental degradation. You wouldn’t know it if you watched these channels.

From the building sites to the farms, the scrawny bodies of the disadvantaged and exploited provide the sweated labour for today’s affluent India that wallows in high rise AC penthouses and is dominated by obesity and other ‘rich man’s’ nutrition-related diseases – living off the fat of the land, quite literally.

Making ends meet is the be all and end all for most of India’s population. But for the urban elite and their TV channels, other concerns dominate. Just visit the newest shopping mall to have suddenly sprung, where the price of designer jeans or sportswear is the burning priority. The international brands have arrived, adorning the large glass frontages of the latest temple of consumerism. This is not a world of lunghis, steaming chai and steaming filth or of undernourished parents with their hungry kids.

This is the world of Lacoste, Nike and Baristo. This is the world where a cup of coffee can cost the best part of a daily wage for most in this country. This is a world of acquisitive materialism, conspicuous consumption and huge four-wheel drive vehicles. It’s the ‘modern India’ lying next door to the other India whose inhabitants will never visit or step foot inside, unless it’s to collect plastic bottles in a sack carried on back or to wipe clean its hallowed floors.

Poor, thin women worked each day till they dropped in order to help build such malls. Their babies played in the dirt nearby. They built it for privileged, well-nourished women whose servants will mind their kids as they adhere to the ‘shop till you drop’ dogma of modern advertising.

While most of India remains trapped by poverty and disadvantage, another part has bought into the filthy veneration of money and narcissism – a power play that is concerned with redefining who people are and what India should be about – a consumerism and a neo-liberalism that is divisive and ultimately wholly unsustainable.

But this is the world we live in. Who cares about the plight of a dalit woman who is raped and murdered? Who gives a damn about women being trafficked from Nepal and poor parts of India to work in city brothels?

These outrages are not outrages because they are a fact of everyday life. Too boring for headline status. Too unsettling for the middle class palate. Can’t offend their sensibilities and have them channel hopping. Just think of all that lost ad revenue.

The white looking woman who dominated the news because of the incident with the cricketer definitely fitted the ratings bill. She was indeed ‘very, very sexy’ because ‘dark is out’ and ‘white is in,’ according to another Indian ad industry sound bite. The ugly world of skin whitening is supposed to make you look more beautiful and really ‘cool.’ This racist nonsense goes unquestioned and is quite acceptable across many sections of Indian society. It’s not good enough to buy into the West’s values. You must look like white people too!

When satellite TV appeared on the scene in India, concern was expressed about thousands of years of Indian culture being eroded as a result of foreign channels’ output. Then came the transnationals pushing their products. In order to sell them, mindsets had to be changed. Whether it’s the ‘white is in’ phenomenon, the hedonistic ‘live life to the max’ mantra or the ad industry and media’s blatant sexualisation of the individual, there is an ongoing attempt to dismantle the social and cultural fabric of Indian from the top down in order to fit the needs of powerful corporate players.

Individualism has increasingly become an accepted form of reality, of how we view ourselves and evaluate those around us. If you do not stand out from the crowd (or become part of the ‘cool’ crowd), you are not hip. If you don’t buy this product, wear that item or apply some skin colouring cream, you somehow don’t cut it.

Consumerism and a notion of ‘the self’ in terms of individualism, rather than the communal, fits ‘free market’ ideology. There is now a never ending list of disposable commodities to be fetishised, individually consumed then spat out when they pass their very short sell by dates, all built on celebrity endorsements and highly ‘newsworthy,’ commercialized IPL-like events. A ‘modern’ India is in the making, even in the villages where most people still live, given the increasing access to TV in rural India over the last decade.

The question is, however, whose brave new India is this? Who is setting the criteria and ultimately benefits? A quick glimpse at the TV news and the commercials shows precisely who is calling the shots.

Are you really ‘worth it?’ Are you truly ‘very, very sexy?’ Do the product makers really like you so much that they really do want you to ‘take care?’ On all counts, the answer is no.

They regard you as worthless – why else would you need these products if it wasn’t to make you feel a little more worthy? And they don’t really ‘care’ about you. They just want to con you out of your cash with their temporary-feel-good, permanently-need-more products that have as much substance as the bogus science they use to hype them.

As long as consumerism’s world view is fed to us and corporate ‘news’ organisations follow suit with sensationalist, celebrity-related infotainment formats that dovetail with the images created by the celebrity endorsed commercials and high-profile events, fewer and fewer people will recognize this controlling culture for what it is, let alone strive to challenge its hegemony.

Originally from the northwest of EnglandColin Todhunter has spent many years in India. He has written extensively for the Deccan Herald (the Bangalore-based broadsheet), New Indian Express and Morning Star (Britain). His articles have also appeared in various other newspapers, journals and books and his East by Northwest website is at: http://colintodhunter.blogspot.com 

Colin Todhunter is a frequent contributor to Global Research.

© Copyright Colin Todhunter Global Research, 2012

Disclaimer: The views expressed in this article are the sole responsibility of the author and do not necessarily reflect those of the Centre for Research on Globalization. The contents of this article are of sole responsibility of the author(s). The Centre for Research on Globalization will not be responsible or liable for any inaccurate or incorrect statements contained in this article.


© 2005-2019 http://www.MarketOracle.co.uk - The Market Oracle is a FREE Daily Financial Markets Analysis & Forecasting online publication.


Post Comment

Only logged in users are allowed to post comments. Register/ Log in