Glocalised-television content: Interaction with local cultures and impact on audience perceptions

Abstract

Glocalisation as a fallout of globalisation has received a lot of theoretical and empirical attention in the past few decades. Though the concept of globalisation was much evident and propagated through television in the streaming of foreign content on local networks, that content soon had to be given local flavours to captivate the local audience. Examining whether the global content just got a local twist or propagated an amalgamation amounting to novel cultures is the primary focus of the present study. Though it is evident that glocalised television content (intentionally or unintentionally) brought about significant changes in mass attitude, lifestyle and behavior, it needs to be empirically analysed and understood. Using a survey of 200 Indian-urban youth, the study measures the cultural impact of glocalised television content. This apart, the study analyses content and growth of television channels, viewing patterns of urban youth, the motivation behind using the medium, degree of attitudinal change and also the perceptional impacts on local cultural dimensions.