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Inside The Home Theatre. The Hyper-Real World Of Television In India

Title:Inside The Home Theatre. The Hyper-Real World Of Television In India
Author:Shanti Kumar
Publication:South Asian Popular Culture / Routledge, part of the Taylor & Francis Group
Enumeration:Vol. 2, No. 2 pp. 127 - 144 , October 2004
Abstract:This paper deconstructs the representations of state-of-the-art colour television sets in India through close textual analysis of print advertisements that appeared in leading national news magazines such as India Today from 1991 to 2001. It argues that the advertisements are indicative of the innovative strategies - such as the home theatre - that are being used by leading manufacturers in the Indian electronics industry to promote television as a technology capable of bringing the outside world inside the home.

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