International Journal For Multidisciplinary Research

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‘What Explains the Viewership Preferences of Young Indian Adults Towards Hollywood or Indian Cinema? are the Two at Contest?’

Author(s) Sania Bhargava
Country India
Abstract In this paper, I have used qualitative research methods, including interview and expert opinion,
to analyse viewership patterns in young adults in India towards Cinema of the country and
Hollywood. Factors such as visual aesthetics, sociability, relatibility, and marketing, among
others are few that find description, and how they influence preferences of young adults today.
With the listed results, I aim to comment on the debate whether Indian audiences are moving
away from Indian cinema to Hollywood. If any leaning is found towards Hollywood, I attempt to
explore a possible connection of the same with the idea neo-colonial lineage of viewership in
India. In addition to the research question, this paper will also answer: Do people watch
Hollywood because they see Indian cinema as a copy? Is there a charm of ‘westernization and
progressive thought’? How does the narrative tie to parallel cinema? I have studied a group of
undergraduate students in Sonipat for this paper, which are not necessarily representative of the
mass young adults in India. The differences, in relevance with my research question, also find
description in this paper.
Keywords Bollywood, Hollywood, cinema, neo-colonialism
Field Arts > Movies / Music / TV
Published In Volume 6, Issue 3, May-June 2024
Published On 2024-05-31
Cite This ‘What Explains the Viewership Preferences of Young Indian Adults Towards Hollywood or Indian Cinema? are the Two at Contest?’ - Sania Bhargava - IJFMR Volume 6, Issue 3, May-June 2024. DOI 10.36948/ijfmr.2024.v06i03.21569
DOI https://doi.org/10.36948/ijfmr.2024.v06i03.21569
Short DOI https://doi.org/gtw6qq
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