Abstract
The decade of 1990s in India achieved its historical significance not only through the economic liberalization but also through the effects of liberalization on the daily lives of the citizen as the latter emerged as a potential consumer for an emergent global market. However, this process of consumption has been very subtly disguised by the packaging of new aspirations. The culture industry significantly contributed in constructing the narrative of aspirations. Not only the film posters, advertisements or film images appealed to the potential consumers, but a new condition also emerged to stimulate their aspirations (see Rajadhyaksha, 2009).
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© 2014 Sanchari De and Manas Ghosh
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De, S., Ghosh, M. (2014). A Perfect Match. In: Kishore, V., Sarwal, A., Patra, P. (eds) Bollywood and Its Other(s). Palgrave Macmillan, London. https://doi.org/10.1057/9781137426505_5
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DOI: https://doi.org/10.1057/9781137426505_5
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-49085-1
Online ISBN: 978-1-137-42650-5
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