Becoming a Global Audience

«Juluri’s study has the great merit of being rooted in a political-economic analysis of the Indian culture industry and a sophisticated (but never simplistic or populist) account of reception. His study has solid empirical foundations and theoretical elegance; both threads weave through this book like a beautifully constructed combination of rhythm and melody.
As music and culture have gone global, so has theory; and while the internationalization of musical culture has been a mixed blessing (as Juluri shows), the impact of local and global studies on cultural studies has been all to the good. If there was ever a time for a postcolonialist – as opposed to a postmodern – approach to media audiences, it is now. On this promise, Juluri delivers.
In both senses of the term, this book advances our understanding of popular culture on a truly global scale.» (Andrew Goodwin, Professor and Chair, Department of Media Studies, University of San Francisco)
«Vamsee Juluri’s book is a superb example of how globalized mass media, such as transnational television, shape the subjectivities, identities, and yearnings of men and women in particular locations. At the same time that this study enables us to understand the configuration of global political-economic and cultural fields of power, it also brings to our attention how these are implicated in the everyday lives of people. A lucid and elegant book, it is a must-read for scholars of globalization, transnational cultural studies, and mass media.» (Purnima Mankekar, Associate Professor of Anthropology, Stanford University; author of ‘Screening Culture, Viewing Politics’)