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

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
Categories (categorize this paper)
 Save to my reading list
Follow the author(s)
My bibliography
Export citation
Find it on Scholar
Edit this record
Mark as duplicate
Revision history Request removal from index Translate to english
Download options
PhilPapers Archive

Upload a copy of this paper     Check publisher's policy on self-archival     Papers currently archived: 24,479
External links
Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library
References found in this work BETA

No references found.

Add more references

Citations of this work BETA

No citations found.

Add more citations

Similar books and articles
Peter Jones (1998). Political Theory and Cultural Diversity. Critical Review of International Social and Political Philosophy 1 (1):28-62.
Rowan Cruft (2005). Human Rights, Individualism and Cultural Diversity. Critical Review of International Social and Political Philosophy 8 (3):265-287.

Monthly downloads

Added to index


Total downloads

26 ( #184,388 of 1,925,791 )

Recent downloads (6 months)

3 ( #255,035 of 1,925,791 )

How can I increase my downloads?

My notes
Sign in to use this feature

Start a new thread
There  are no threads in this forum
Nothing in this forum yet.