In "Screening Culture, Viewing Politics" Purnima Mankekar presents
a cutting-edge ethnography of television-viewing in India. With a
focus on the responses of upwardly-mobile, yet lower-to-middle
class urban women to state-sponsored entertainment serials,
Mankekar demonstrates how television in India has profoundly shaped
women's place in the family, community, and nation, and the crucial
role it has played in the realignment of class, caste, consumption,
religion, and politics.
Mankekar examines both "entertainment" narratives and
advertisements designed to convey particular ideas about the
nation. Organizing her study around the recurring themes in these
shows--Indian womanhood, family, community, constructions of
historical memory, development, integration, and sometimes
violence--Mankekar dissects both the messages televised and her New
Delhi subjects' perceptions of and reactions to these messages. In
the process, her ethnographic analysis reveals the texture of these
women's daily lives, social relationships, and everyday practices.
Throughout her study, Mankekar remains attentive to the tumultuous
historical and political context in the midst of which these
programs' integrationalist messages are transmitted, to the
cultural diversity of the viewership, and to her own role as
ethnographer. In an enlightening epilogue she describes the effect
of satellite television and transnational programming to India in
the 1990s.
Through its ethnographic and theoretical richness, "Screening
Culture, Viewing Politics" forces a reexamination of the
relationship between mass media, social life, and identity and
nation formation in non-Western contexts. As such, it represents a
major contribution to a number of fields, including media and
communication studies, feminist studies, anthropology, South Asian
studies, and cultural studies.
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