The 'Bollywoodization' of Popular Indian Visual Culture: A Critical Perspective

Abstract

Abstract:The roots of popular visual culture of contemporary India can be traced to the mythological films produced by D. G. Phalke during the decades of the 'silent' era from 1912 to 1934. The era of the "talkies" of the 1930s ushered in the "singing'" or musical genre, which together with Phalke's visual style remains the hallmark of Bollywood cinema. The history of Indian cinema is replete with films made in other genres and styles (e. g., social realism, satires, comedies, fantasy, horror, or stunt) in the numerous languages of the country. However, it is the popular Hindi cinema (now generally termed Bollywood) that has dominated national Indian cinema and its audiovisual culture. It has hegemonized the entire film industry as well as other popular technology-based art forms including the press, radio, television, music, advertising, the worldwide web, the social media, and telecommunications media. The form and substance of these modern art forms, while adapting to the demands of the new media technologies, continued to be rooted in the visual arts and practices of folk and classical traditions of earlier times.