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Consuming lifestyles: Local television, neo-liberalism and divergent social imaginaries in India

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Using as its case study examples from both vernacular and English language, metropolitan lifestyle television in India, this article explores the different aspirations among the westernized, urban elites and the more ‘traditional’ populations, and diverse patterns of affiliation these entail. Analysing the complex cultural economy of consumption practices, television programming and lifestyle ambitions, this article argues, requires a new conceptual framework that takes on board refinements of concepts such as hybridity and modernity while attempting to track the ways in which the cultural is manifest in the material.

Keywords: cultural tropes; hybridity; lifestyle TV; multiple modernities; neo-liberalism; transnational; vernacular; ‘culture–economy link’

Document Type: Research Article


Affiliations: University of New South Wales

Publication date: April 1, 2012

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  • Studies in South Asian Film and Media (SAFM) is the most promising new journal in the field. This peer-reviewed publication is committed to looking at the media and cinemas of the Indian subcontinent in their social, political, economic, historical, and increasingly globalized and diasporic contexts. The journal will evaluate these topics in relation to class, caste, gender, race, sexuality, and ideology.
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