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Bollywood to Bollywood to Budapest: Budapest:
Transnational Transnational Circulation and Circulation and
Film CultureFilm CultureMallika PadmanabhanMallika Padmanabhan
Communication Honors ThesisCommunication Honors Thesis
Advisor: Nitin GovilAdvisor: Nitin Govil
IntroductionIntroduction• Why Bollywood?Why Bollywood?• Why Hungary?Why Hungary?• Value in studying the link Value in studying the link
between film industries and between film industries and
economic transformations economic transformations
http://wwp.greenwichmeantime.com/time-zone/europe/european-union/hungary/map.htm
http://www.world-links.org/taxonomy/term/234?page=1
Main QuestionsMain Questions
How has Bollywood used broader Indo-How has Bollywood used broader Indo-Hungarian relations to emerge in a Hungarian relations to emerge in a context with virtually no diasporic context with virtually no diasporic demand?demand?
How does Bollywood function differently How does Bollywood function differently in an environment when it is dependent in an environment when it is dependent on policy rather than popularity? on policy rather than popularity?
ArgumentArgument
I argue that policy shifts towards I argue that policy shifts towards neoliberalism in both India and Hungary neoliberalism in both India and Hungary have enabled Bollywood’s recent have enabled Bollywood’s recent emergence in Budapest, but the politically emergence in Budapest, but the politically and economically-focused flows behind and economically-focused flows behind this emergence have led to problems of this emergence have led to problems of representation on-screen. representation on-screen.
Method of ArgumentMethod of Argument
• Understanding the impact of similar Understanding the impact of similar deregulatory shiftsderegulatory shifts• Critical moment in the 1980sCritical moment in the 1980s
• Seeing the relationship between Seeing the relationship between neoliberalism and media flowsneoliberalism and media flows
• Analyzing contexts of Bollywood film Analyzing contexts of Bollywood film production and culture in Hungary todayproduction and culture in Hungary today• Film festivalsFilm festivals• Location shootingLocation shooting
• Observing effects of economic decisions Observing effects of economic decisions on cinematic productson cinematic products
My Research BlogMy Research Blog
http://bollywoodandhungary.wordpress.com/category/hungaryindia-relations/text-soviet-union-and-the-third-world/
History of Indo-Hungarian History of Indo-Hungarian RelationsRelations
• 1950s-1970s: Limited bilateral trade 1950s-1970s: Limited bilateral trade (Soviet influence)(Soviet influence)
• 1980s-1990s: Deregulation in both 1980s-1990s: Deregulation in both countriescountries• Neoliberalism as a way to boost transnational Neoliberalism as a way to boost transnational
trade trade
• 1998: Bollywood as “Industry”1998: Bollywood as “Industry” • 2000: First Indian Film Festival held in 2000: First Indian Film Festival held in
BudapestBudapest50th Anniversary Celebration of Indo-Hungarian relations, 2006
http://www.indianembassy.hu/html/TnCMinister/Press%20Release%20-%2024%20oct.htm
Film Festivals and Media Film Festivals and Media FlowFlow
• Government Government collaborations collaborations dependent on dependent on policy, not policy, not popularitypopularity
• ““Mediascapes” and Mediascapes” and “financescapes”“financescapes”
• Film festivals in a Film festivals in a transnational transnational contextcontext
http://www.indianembassybudapest.org/index.php?option=com_news&task=detail&id=215
Bollywood in HungaryBollywood in Hungary• Location shootingLocation shooting
• Hungary: Act II on Hungary: Act II on Motion Picture, 2004Motion Picture, 2004
• AksAks (“The Reflection”), (“The Reflection”), 2001, dir. Rakeysh 2001, dir. Rakeysh MehraMehra
• Hum Dil De Chuke Hum Dil De Chuke Sanam Sanam (“Straight from (“Straight from the Heart”), 1999, dir. the Heart”), 1999, dir. Sanjay BhansaliSanjay Bhansali
• Hungarian settings for Hungarian settings for South Asian audiencesSouth Asian audiences
http://mrbrownmovies.com/movierpt03-07.html
““National Erasure”National Erasure”• Displacement of a film location’s national Displacement of a film location’s national
signs through the filming or editing signs through the filming or editing processprocess
““Italy”Italy”
http://www.destination360.com/europe/hungary/
““National Erasure” in National Erasure” in Hum Hum Dil De Chuke SanamDil De Chuke Sanam
Hum Dil De Chuke Sanam. Dir. Sanjay Leela Bhansali. Perf. Salmaan Khan, Aishwarya Rai, and Ajay Devgan. Bhansali Films, 1999.
ConclusionConclusion
• Cultural policy Cultural policy facilitates Bollywood’s facilitates Bollywood’s presence in Budapestpresence in Budapest
• Cultural flows that are Cultural flows that are dependent on dependent on economic flows enable economic flows enable disjuncture disjuncture (Budapest’s presence (Budapest’s presence in Bollywood) in Bollywood)
• Characteristic tension Characteristic tension in global media todayin global media today
Aks screenshot acknowledging government linkages involved in
film production
Aks. Dir. Rakeysh Omprakash Mehra. Perf. Amitabh Bachchan, Raveena Tandon, and Manoj Bajpai. Amitabh Bachchan Corporation Limited, 2001.