The 'Bollywoodization' of the Indian cinema: cultural nationalism in a global arena

@article{Rajadhyaksha2003TheO,
  title={The 'Bollywoodization' of the Indian cinema: cultural nationalism in a global arena},
  author={Ashish Rajadhyaksha},
  journal={Inter-Asia Cultural Studies},
  year={2003},
  volume={4},
  pages={25 - 39}
}
The West may have the biggest stalls in the world’s media bazaar, but it is not the only player. Globalization isn’t merely another word for Americanization — and the recent expansion of the Indian entertainment industry proves it. For hundreds of millions of fans around the world, it is Bollywood — India’s film industry — not Hollywood, that spins their screen fantasies. Bollywood, based in Mumbai, has become a global industry. India’s entertainment moguls don’t merely target the billion South… 
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