The Mainstreamisation of Cultural Diversity: The Corporates, Media and Similarisation of Publics in India

Abstract
India has been known for its diverse cultures and communities. But in the contemporary economic and social setup where global cultural and economic ideologies dominate markets, media and every aspect of the social life, the paper asks if the notion of cultural diversity is intact in the contemporary India. Culture is certainly not static but what about diversity, is it transforming as well alongside as cultures around the world assimilate, as many argue? Does the profit driven market and media logic nurture diversity? In investigating cultural diversity, the paper argues that diversity is in the process of mainstreamisation as a result of similarisation of consumption of products, meanings and messages resulting in the reduction and simplification of diversity, as one is becoming the simulation of the other. It concludes that Indian society is in rapid transition from a diverse society to a post-diverse society which presents us with both unprecedented challenges and possible opportunities.
Keywords cultural diversity  media imperialism  globalisation  modernisation  Indian culture
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