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Instant KarmaCommercialization of Asian Indian C
HS-301 Intro to Sociology
Group 8
Durgesh Bagri
Jitender Kumar
Bajaranj Lal Kudi
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Overview
Cultural aspects Material (Dressing sense, Music, Fashion etc
Non-material (Social norms, Beliefs, Ethics et
Commercialization and mainstreaming.
Fashion, Yoga, Music, Bollywood Movies etc
Connection between Indian culture and we
audience.
Effects of Instant Karma on the ethnic identiAsian Indian Youth.
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Study Work
Interviewed 30 female participants in San Fraarea.
Captured the regional and cultural diversity oIndia.
Asked to express views on their Background, Identification, cultural practices and views oncommercialization etc.
Ethnic identity formation of Asian Indian Yout
Content analysis focuses on famous magazinvanity fair, vogue, InStyle etc.
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Commercialization of Asian IndiaCultural Products
Bollywood Films
Music
Fashion
Yoga
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Bollywood Films
Bollywood director Mira Nair made a film whi
was great hit with the Americans.
It was a home made Bollywood style movie.
It won 6 awards also nominated for BAFTA aw
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Devdas Won 44 awards also nominaforeign language independent film
Swades showed typical Indian village
collection of each movie was above
dollars.
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Music
Hindi songs are popular in Hip-hop USA ind
DJ Quik sampled a Lata Mangeshkars son
it reached on 5th on Billboard chart.
Erick Sermon followed DJ Quik and sample
Hindi song in his React album.Many Hip-hop producers sampled Hindi so
which gained huge popularity in USA
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Fashion
Mehandi evolved from Hindu marriage ritual to henna
tattoo.
Bindi
Evolution from religious symbol to decorativebody art.
Temporary Indianness way of making boldest
fashion statement without making any effort.
When Sumita hennas my hand and feet, I am ttime and place, a world o magic, passion and r
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Fashion
Clothing
InStyle Magazine featured Indian inspire
fashions in Style file-titled Indian Summ
Traditional dress of India
Made with beautiful rich sari trims, swirli
intricate embroidery and chakra symbo
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Yoga
Physical activity in health clubs in USA.
Yoga is in vogue in US.
Absolute vodka capitalizes popularity of
yoga.
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Commercialization of Indian We
Matrimonial Sites.
Wadding Co-ordination agencies.
Wedding magazines
Wedding photographers
Brands
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Arguments by author
Ethnic identities are mostly symbolic to w
audience.
Mistaken Identity
Ethnic identities to Asian Indians is impo
real.
In Indian villages wearing bindi, mehan
jangling Bengals gives instant karma.
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Conclusion
Social consumption vs Social Acceptanc
Temporary vs Permanent.
Trends vs Tradition
Assurance vs Uncertainty.
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Questions for Discussion
Does the commercialization process als
reproduce cultural stereotypes?
How do we inherit any type of culture?
Is there any kind of commercialization i
itself apart from Culture?
Do you think the title Instant Karma is an
appropriate one?