Localizing the global: Analysis of nationalist ideologies in mnc advertisements in Indian tv

Maya Ranganathan*, Bernadette Lobo

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)

Abstract

Multinational corporations (MNCs) and their economies of production and distribution are based on the concept that the world is one market where the boundaries of the nation-states do not intrude in the sale of the products. Typically, MNC's products are most often centrally manufactured and distributed throughout the world with often no difference in the products that are sold in different countries. However, while it is found that the products can ignore the national boundaries, the process of marketing them cannot. This paper explores the process by which MNCs employ nationalist ideologies as a marketing tool through an analysis of television advertisements of MNCs in India. India offers a good case study in view of cultural nationalism that dictates her national identity and the path of economic liberalization that the country launched into 15 years ago.

Original languageEnglish
Pages (from-to)117-142
Number of pages26
JournalNationalism and Ethnic Politics
Volume14
Issue number1
DOIs
Publication statusPublished - 2008
Externally publishedYes

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