Tags: Good Topics For Creative WritingInhumanity EssayMedical Terminology Essay QuestionResearch Paper Topic OutlineEssay On Teachers Day In EnglishA Business Plan ExampleCreative Writing Essay ExamplesEssays About American Civil WarPersuasive Essay On Pets
The absence of racial categorizations in Indian political discourse has grave implications, as it leads to a common understanding of Indians as raceless.
Caste is a religiously sanctioned system of classification that is based on unequal treatment, discrimination and subjugation of the lower caste by upper caste peoples.
Although caste discrimination is constitutionally banned in India, it is still prevalent in Indian society.
In these ads, ascribed status of caste, ethnicity, and religion is irrelevant.
Rather, they emphasize how all Indians should employ both individual and collective actions for the progress of the nation.
Here I focus on three of these television commercials: India Poised featuring Amitabh Bachchan, Lead India featuring Shah Rukh Khan and Lead India: Tum Chalo Toh Hindustan Chale campaigns.
I analyzed the representations of the Indian people that emerged from these videos, paying careful attention to the use of cultural and national symbols, actors, ethnicities of people and geographical locations to reveal the underlying cultural assumptions.What identity markers are excluded in such constitution?What are the broader implications of such national discourses in a pluralistic, postcolonial nation like India?The TOI campaigns showcase the desires of India’s urban elites by depicting a monolithic character that hides the complexities and differentiation underlying the diverse groups.The traditional “barriers” of caste, race, ethnicity, language, and religion disappear behind the one-dimensional image of young, “forward-looking” India.I chose to analyze three popular government-created national unity campaigns. The three 2007 “Lead India” campaigns were created by the independent newspaper, TOI. The primary film-medium organization of the Government of India, Films Division created the 1974 animated, educational film on national integration.Kailash Picture Company created Torch of Freedom or Freedom Run and Mile Sur Mera Tumhara campaigns for Lok Seva Sanchar Parshiad or the Council for Public Service Commission, an undertaking of Government of India.I argue that the campaigns utilized the extant political and cultural messages of “unity in diversity” and support of economic liberalization to conceal the problematic caste and racial differences in the democratic, secular present day Indian context.The strategic focus on “unity” and “young” India prevents us from questioning the caste inequality and caste-based racism still rampant in India.These Doordarshan campaigns overtly emphasize unity by employing a rhetorical strategy that erodes the contradictions and cultural diversity inherent in the idea of a singular India as imagined by the political brass.The post-liberal era TOI campaigns display a similar constitution of a unified India and depict a “young,” urban, and diverse India, not embroiled in economic regulations and traditions of the past but willing to stride ahead, daring to dream.