3 Review(s)

This book examines the impact of transnational television on the Indian Civilization. Challenging the notion of cultural-media imperialism, it makes a comparative survey among Gujarati and Marathi speaking transnational television viewers to negate the proposition. Euro-American values of ‘individualism’ and ‘consumerism’ and their relationship with transnational television viewing were studied amongst the two linguistic communities residing in metropolitan environment of Mumbai City.