Bollywood

This week we began a discussion of South Asian music by focusing on Carnatic or South Indian traditions that are closely related to Hindu devotional traditions. We heard presentations on Bollywood (Indian film) music and dance. Several examples of American popular culture showed influences of Bollywood. Representations of musical traditions of various cultures in mass media, exhibit the "double-edge sword" effect. American pop culture is influenced by Indian pop culture, but often times those representations are riddled with stereotypes and exoticism.

There are many examples that I have come across with some type of representation in the mass media of African- American music-culture, that I felt strongly about. Many corporations try to appeal to black consumers by using certain vernacular and music in their television commericals to sell their product. For example, African American slang and hip-hop and rhythm & blues music are used in commericials to relate to black audiences. Some commercials include products that are directly consumed by African American populations in high abundance. But others include products that corporations are trying to increase in the black community. Kool-Aid products, McDonalds, TCB Hair Products, Burger King, KFC and other chicken restaurants, have all used the above methods to appeal to African American consumers. Some commercials range from very tasteful and effective to offensive and stereotypical. At times I feel very strongly about certain commericals because they assume that the only way black people can be catered to is through hip-hop and slang. It is a one-dimensional view of my culture and I am offended at times by this. Black consumers are still consumers indeed and can be related to by good old-fashioned english and the actual pros and cons of a product. We do not have to be hoodwinked into buying a product because the background music in the commerical is hip-hop. Many forms of rap I DO NOT like and I rarely consume fried chicken, so how would a corporation appeal to me (the atypical black consumer)?? The stereotypes that are suggested by various commericals are what present problems for the representation of music cultures in mass media.