| Autor: |
Petiwala, Ada |
| Předmět: |
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| Zdroj: |
Middle East Journal of Culture & Communication; 2023, Vol. 16 Issue 2, p153-172, 20p |
| Abstrakt: |
This article investigates the formations of 'Brand Modi' and 'Brand Bollywood' and their strategic and overlapping foray into the United Arab Emirates, considering it a pivotal moment in contemporary transregional media production. Two branding campaigns form the basis of my analysis: Indian Prime Minister Narendra Modi's highly mediatized 2015–2018 U.A.E. visits and Shah Rukh Khan's 2016–2019 '#BeMyGuest' campaign for Visit Dubai (the Emirate's official tourism brand). Attending to questions of branding techniques, diasporic identity and historical imagination, I examine how these campaigns play on notions of the common man or aam aadmi and the upwardly-mobile and cosmopolitan 'New Indian' through the celebrity personas of Modi and Khan. I argue that this creation of a 'New India' for the Arab world seeks to efface down class connotations of India and Indians in Arab imaginaries by re-framing India as a key diplomatic and cultural-infrastructural partner of the Emirates. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
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