How structure shapes content, or why the ‘Hindi turn’ of Star Plus became the ‘Hindu turn’

Abstract

Why was there in the year 2000 a significant shift in the representation of families on Indian soap operas, from middle-class nuclear families with independent working women to upper-class joint families with only homemakers; and from milieus in which the religion of the characters was incidental, to milieus in which the Hindu religion and the performance of it was of central importance? I argue that a confluence of three forces enabled these shifts: (1) in marketing, a radical ‘bottom-of-the-pyramid’ approach; (2) in TV, the industry’s attempts to find audiences in large numbers, mediated by the structure of the Indian audience measurement system; and (3) Hindu nationalists’ focus on ‘middle-class’ audiences. In other words, I show how the very structure of the audience marketplace, especially the Indian television audience measurement system and shifts in marketing practices, abets the naturalization of particular political discourses within popular cultural forms, in this case Hindu nationalist discourse within television soap opera. This article makes a significant contribution to audience measurement studies and, by showing the mechanics of the naturalization of Hindu nationalist ideologies in popular culture, contributes to the literature investigating the influence of ideologies of nationalism in everyday life.