Publication: Asimilación cultural y diferenciación social: los discursos publicitarios en la India contemporánea
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2010
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Grupo de investigación en Método, Análisis y Estrategias de la Comunicación Empresarial e Institucional (MAECEI)
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La India ha pasado a ocupar un lugar destacado en la escena internacional iniciado tras las reformas económicas de los años noventa. Los discursos publicitarios contemporáneos siguen utilizando la estrategia de lo local en lo global incidiendo en aspectos como la unidad nacional y en valores supuestamente indios como la espiritualidad, aunque tanto estética como formalmente las imágenes publicitarias indias son muy parecidas a las occidentales. El mayor cambio social se aprecia en las nuevas generaciones de jóvenes de clase media y su intento de combinar aspectos relativos a la tradición y a la modernidad aunque las desigualdades por razones de casta, etnia o religión siguen estando presentes y es una minoría la que accede a un mercado de consumo en pleno desarrollo.
India began to occupy a prominent place on the international scene after implementing the economic reforms of the nineties. The contemporary advertising discourse continues to use the strategy of the local in the global focusing on issues such as national unity and supposedly Indian values such as spirituality, although both in aesthetic and formal terms, Indian advertising images are similar to Western ones. The major social change can be seen within new generations of young middle-class and their attempt to combine traditional and modern aspects, whilst inequality due to caste, ethnicity or religion is still present and only a minority can access springing consumer markets.
India began to occupy a prominent place on the international scene after implementing the economic reforms of the nineties. The contemporary advertising discourse continues to use the strategy of the local in the global focusing on issues such as national unity and supposedly Indian values such as spirituality, although both in aesthetic and formal terms, Indian advertising images are similar to Western ones. The major social change can be seen within new generations of young middle-class and their attempt to combine traditional and modern aspects, whilst inequality due to caste, ethnicity or religion is still present and only a minority can access springing consumer markets.
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India, Publicidad, Género, Globalización, Advertisement, Gender, Globalization
Bibliographic citation
Val Cubero, A. Asimilación cultural y diferenciación social: los discursos publicitarios en la India contemporánea. Questiones Publicitarias. Vol. I, n. 15, 2010, pp. 132-144