Breaking Stereotypes

Dheeraj Sinha

Chapter Chapter 6 in India Reloaded, 2015, pp 87-102 from Palgrave Macmillan

Abstract: Abstract Television and cinema content in India has traditionally suffered from excessive censoring and moral policing. However, the last decade has seen a breakaway from the nutritional content of earlier times. The kiss has come away from the symbolism of two flowers meeting and is on the screen, not only in the cinema but also on television. Street language — full of expletives and cuss words — has become the staple of movie dialogues and song lyrics. Some of this can be easily passed off as a release from a highly pent-up past. But it appears that content that deliberately crosses the line is seen as the new formula to appeal to the youth. It’s almost as though youth marketers are being advised to use words that need beeping out.

Keywords: Small Town; Television Channel; Content Creator; Social Sanction; Fashion Brand (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-36710-5_7

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DOI: 10.1057/9781137367105_7

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