Commercialization of Asian Indian Culture HS-301 Intro to Sociology

Instant Karma

Group 8 Durgesh Bagri

Jitender Kumar
Bajaranj Lal Kudi

Overview
Cultural aspects
Material (Dressing sense, Music, Fashion etc.) Non-material (Social norms, Beliefs, Ethics etc.)

Commercialization and mainstreaming.

Fashion, Yoga, Music, Bollywood Movies etc. Connection between Indian culture and western audience. Effects of Instant Karma on the ethnic identity of Asian Indian Youth.

Study Work
Interviewed 30 female participants in San Francisco area. Captured the regional and cultural diversity of India. Asked to express views on their Background, Ethnic Identification, cultural practices and views on commercialization etc. Ethnic identity formation of Asian Indian Youth. Content analysis focuses on famous magazines like vanity fair, vogue, InStyle etc.

Commercialization of Asian Indian Cultural Products

Bollywood Films Music Fashion Yoga

Bollywood Films
Bollywood director Mira Nair made a film which was great hit with the Americans. It was a home made Bollywood style movie. It won 6 awards also nominated for BAFTA award

 Devdas Won 44 awards also nominated for best foreign language independent film in USA.

Swades showed typical Indian village culture.

collection of each movie was above million dollars.

Music
Hindi songs are popular in Hip-hop USA industry.

DJ Quik sampled a Lata Mangeshkars song and it reached on 5th on Billboard chart.
Erick Sermon followed DJ Quik and sampled a Hindi song in his React album. Many Hip-hop producers sampled Hindi songs which gained huge popularity in USA

Fashion
When Sumita hennas my hand and feet, I am transported to another
time and place, a world o magic, passion and romance - MADONNA

Mehandi

evolved from Hindu marriage ritual to henna tattoo.

Bindi

Evolution from religious symbol to decorative body art.

Temporary Indianness way of making boldest fashion statement without making any effort.

Fashion
Clothing InStyle Magazine featured Indian inspired fashions in Style file-titled Indian Summer

Traditional dress of India

Made with beautiful rich sari trims, swirling prints, intricate embroidery and chakra symbols

Yoga
Physical activity in health clubs in USA. Yoga is in vogue in US. Absolute vodka capitalizes popularity of yoga.

Commercialization of Indian Weddings

Matrimonial Sites.

Wadding Co-ordination agencies.

Wedding magazines Wedding photographers Brands

Arguments by author
Ethnic identities are mostly symbolic to western audience. Mistaken Identity

Ethnic identities to Asian Indians is important and real.

In Indian villages wearing bindi, mehandi and jangling Bengals gives instant karma.

Conclusion
Social consumption vs Social Acceptance.

Temporary vs Permanent.
Trends vs Tradition Assurance vs Uncertainty.

Questions for Discussion

Does the commercialization process also reproduce cultural stereotypes? How do we inherit any type of culture?

Is there any kind of commercialization in India itself apart from Culture?

Do you think the title Instant Karma is an appropriate one?