We recently started getting Hindi channels at home in the US. The other day I mentioned to another non-desi friend, that I had watched the Colors Screen Awards on my new channels.
When I mentioned this, she asked me “Wow Jess, so do you know the actors and actresses enough to get all the nuances of an awards show?”
I replied, “Of course! You kind of HAVE to!”
As she asked this, I realized how much Bollywood matters to understanding modern culture of the subcontinent.
Bollywood is something that unites the nation. Indians from all over the country watch Bollywood- from Chhattisgarh to Chennai, Kashmir to Kerala, Himachal Pradesh to Hyderabad in addition to their regional film industries. Bollywood brings together the many cultures and subcultures of India. To bring further unification, many stars even act in multiple cinemas (for example Ashwariya Rai’s work in Tamil, Telegu, Bengali, Hindi films, and Hollywood). The music of Bollywood represents many classical and fusion styles celebrated across the subcontinent. Sociocultural trends are addressed, and everyone from rich and poor pine for new spins on the classic “boy-meets-girl” love story that Bollywood does so well.
Bollywood is bringing together more international themes into stories, as the Indian diaspora is increasing in number across the world. The popularity of Bollywood across the Middle East, Latin America, the Caribbean, the Americas, and Africa has never been greater.
To contrast, in the US, if you don’t know who Orlando Bloom is, or Amy Adams, no one will judge you. It is perfectly acceptable to say “Oh, I don’t have cable” or “I am more of a theater fan” and one is immediately excused from needing to know about Hollywood stars. While some people actually read People magazine and watch the Entertainment Channel, there is a large part of the culture that does not.
Unlike in India, if you confess to not knowing who Ranbir Kapoor is or Katrina Kaif, people will look at you as if you have a horn growing from your forehead. These actors are icons of success, beauty, wealth- and many Indians hold them up as icons to the world as national heroes. Nearly everyone in India has a TV, from rich to poor- and Bollywood is one of the major morsels of consumption via TV. Whether you like it or not, Bollywood actors serve as cultural icons. They often set controversial cultural trends- inter-religious marriages, marrying someone much different in age, divorcing, deciding not have children. People watch Bollywood actors every move- and love to gossip and speculate on the lives of these cultural icons.
But if you admit that you don’t follow Bollywood, you are immediately labeled an outsider. And honestly, you kind of are an outsider. It is impossible to avoid the infiltration of the stars on every TV ad, billboards, blurbs of personal Bollywood star information on the national news, and in conversational topics as they take place in desi communities and homes.
If you’re interested in learning about Indian culture, don’t underestimate the power of film. Don’t risk being an outsider. Follow Bollywood.
Author, Jessica Kumar is a public speaker on India-US relations and works for the IT Industry as an internet marketing specialist. She has lived in North India for a number of years and took a special liking to the professional and social environment in that region. She has a unique perspective as an American who speaks Hindi fluently and has immersed herself in Indian culture both in India and in the NRI community abroad.
Image courtesy: http://globalnomadism.com/
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