Taberez Ahmed Neyazi (2010) Cultural Imperialism or Vernacular Modernity? Hindi Newspapers in a Globalizing India Media, Culture and Society 26: 6. 907-924 November Abstract: Negotiating the transformation in the larger social, political and economic landscape, Hindi newspapers have reconfigured themselves and adapted their content by appro- priating the language of modernity, once exclusively claimed by English-language newspapers. By using Western technology and adhering to indigenous cultural values and resources, Hindi newspapers are providing hybrid content to their readers in a hyper-competitive media environment. This has enabled them to present and sustain an alternative discourse in the public arena which is parallel to the elite discourse mediated through English-language news media. The study shows that local news- making practices and the people who produce them have an initiative, autonomy and presentation style â a âvernacular modernityâ â that undermines any crude theory of âcultural imperialismâ.
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