Combining the reputation of the Italian cultural heritage with the popularity of the Indian Film Industry, Italy and India have been collaborating to strengthen their economic relationships using the media as a spur for cultural exchange and a key-tool to enlarge the tourist market target. Many Italian Film Commissions have invested in supporting Indian productions, understanding the benefits of film-induced tourism. Specialised supplies and equipment have been provided to facilitate the incoming of Indian companies and organize educational tours to promote the locations of the Italian Peninsula. On the Indian side, the Made in Italy brand fascinates the upper-middle class interested in luxury products and the Italian life style. The settings of romantic movies promote the idea of Italy as a land to fulfil one’s own love story imitating the Bollywood stars. It is no surprise that honeymoon holiday packages are nowadays very popular and many sumptuous Indian weddings are celebrated in Italy. The paper analyses the representation strategies of Italy for the Indian audience as used both by tour operators, to enhance film-induced tourism, and by institutions, to enhance the cultural and economic exchanges between our countries.
Il lavoro intende approfondire le peculiarità della Orange economy, un nuovo tipo di economia collegata alle imprese operanti nel campo della cultura, dell'arte e della creatività, che sta avendo un importante sviluppo soprattutto negli ultimi anni. Essa postula un radicale cambio di paradigma, non solo e non tanto nel modo di approcciare l'economia stessa, bensì nel modo di considerare i sistemi di produzione e consumo di beni e servizi. Il settore in oggetto, pur dimostrando una crescita sia in termini di valore aggiunto, sia in termini di occupazione, almeno in Italia, non è ancora approdato a una disciplina organica, a causa della difficoltà di inquadrare in maniera esaustiva le attività che ne fanno parte e a causa della sua multidisciplinarietà. I policy makers, tuttavia, consapevoli delle concrete possibilità di sviluppo per il Paese e del contributo alla modernizzazione del sistema produttivo, della società e dell'industria offerte dall'Orange economy hanno sentito il bisogno di mettere a disposizione di questo comparto congrui finanziamenti, soprattutto attraverso le misure del Piano Nazionale di Ripresa e Resilienza. Ciò evidenzia come questa nuova economia potrebbe trovarsi davanti a una vera e propria svolta e contribuire a realizzare quella "crescita intelligente, sostenibile e inclusiva" voluta dall'Unione europea.
The analysis presented here focuses on the way the antithesis between the global and the local is approached from a literary point of view in the contemporary Indian context. Assuming an ecocritical perspective, it reinterprets literature on ecological themes as a tool to negotiate some spaces of autonomy from hegemonic models imposed by globalization on an economic, technological and cultural level. Global plans often collide with local ecosystems, upsetting their pre-existent equilibrium and always more frequently producing antagonism, resistance and overt conflicts. The claim for the management of local resources and the safeguard of traditional lore become a response to the “allegedly value-neutral global market” (Eaton / Lorentzen (eds.) (2003): Ecofeminism and Globalization: Exploring Culture, Context, and Religion. Lanham: Rowman & Littlefield Publishers Inc., 4). Filtering the discussion through an ecofeminist critique, it is possible to find a connection between the abuse of power that underlies human oppression and the exploitation of the environment. Women and nature are, in fact, connected in the dominant masculine discourse by the rhetoric of submission, which is harmful to both of them (Zimmerman, et al. (ed.) (1993): Environmental Philosophy: from Animal Rights to Radical Ecology. Englewood Cliffs, New Jersey: Prentice-Hall.; Warren / Cheney. (1991): “Ecological Feminism and Ecosystem Ecology”. Hypatia 6/1 Ecological Feminism: 179–197.). As an example of resistance strategy to these dynamics and a means to give voice to women through literature, this article proposes a critical reading of the novel Betvā bahtī rahī by Maitreyī Puṣpā (“The Betvā River was flowing”).
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