De-Americanizing soft power -- The historical context of India's soft power -- India abroad : the diasporic dividend -- Software for soft power -- Culture as soft power-Bollywood and beyond -- Branding India-a public-private partnership
Summary
"In recent years, India has emerged as a major economic and political power: on the basis of purchasing-power parity, it was the world's fourth largest economy in 2011. Yet the country's cultural influence outside India has not been adequately analyzed in academic discourses. As the world's largest democracy with a vibrant and pluralist media system, India offers an excellent case study of the power of culture and communication in the age of mediated international relations. This book, a pioneering attempt, from an international communication/media perspective, is aimed to fill the existing gap in scholarship in this area. The discussion of India's rising soft power is located within a historical context, thus problematizing the notion of Soft Power itself. The book will be aimed at university courses on global media/international relations/area studies - among others."--
Notes
Formerly CIP. Uk
Bibliography
Includes bibliographical references (pages 197-219) and index
