Culture and Globalisation: The Indian Creative Industries

The processes of globalization have stirred different cultural practices resulting in cultural homogenization where local cultures are merged into a single macro cultural domain. This macro cultural domain is a result of the fusion of different cultures that have given the local cultures a new order and form. Here the local cultures seem to have lost their own identity and representation. Furthermore, due to the ambiguous nature of the global cultural flow other cultures that are in local or national form have sought to find their space among the chaos of global culture. Similar effects have been felt in the creative industries due to the proliferation of globalization further causing an air of change in the creative content and production. Hence, this conceptual study will look into two cases of Bollywood cinema and Indian rock music both facing an ongoing tension related to content creating ambiguity and imbalance, among its (content) creators and audiences.