Changing Indian Culture under the impact of Globalized Media.

      Аннотация: The proposed Study is an attempt to explain the socio-economic trends of such engagements and its consequences for a globalized Bollywood film industry. The present study proposed a framework which integrated both change and continuity forces for bollywood’s market force and their influence and impact on Indian culture and its consequences for a globalized Bollywood film industry. Earlier researches of Ghanti (2016) formed the basis for this study and further taken a step further to propose a framework integrating both continuity and change forces of Bollywood. The present research is our effort to frame a structure to draw conclusion related to relationship among variable then in that case interpretive structural modeling (ISM) technique is used to develop contextual relationship among variables, when literature review does not provide enough information.

Ключевые слова: Indian Culture, Bollywood Trends, Continuity Forces, ISM Analysis, TISM Analysis, culture, market forces, Media