Multicultural Content in a Seamless World

By: Neha Hooda  

The Indian media market has undergone a drastic transformation on the side of production, distribution, and consumption in a rapidly transforming global media market that is digital, seamless and timeless. The study aims at understanding the paradigm shift that has happened in the children’s media market from 2000 to present. India has become a melting pot of content from across the world. Programs like Shin Chan, Doraemon, Oggy & the Cockroaches and Chota Bheem are reflective of how the narratives have evolved and how they address the needs of Generation Z. The television programs with their images, portrayals, and creative story-telling are not merely passive entertainment but a means of propelling further thought and action. The study relies on primary information collected through a research survey conducted with 495 children in India. It maps and explores the media preferences of the children. A total of 118 TV shows being played on the Indian television were sampled, reviewed and analyzed. The programs analyzed were found to have content drawn up in India and foreign content that is localized for India. My work focuses on how children’s media has evolved historically in the light of social, economic and technological changes from an interdisciplinary point of view.

Children's TV, Media
Media Literacies
Paper Presentation in a Themed Session

Neha Hooda

Phd Student, Department of British Studies, University of Debrecen, Hungary

Miss Neha Hooda is currently a doctoral studnet at the University of Debrecen, Hungary.She has also taught at the Depatmnet of Media and Communication studies at the University of Debrecen.She has worked in films for close to a decade with several post production studios as a visual effects producer. Her experience of working in films inspired to reserach in the field of media.Her area of research is children's media in India.She combines perspectives from practical media industry work with academic learnings.She is an alumnus of Symbiosis International University,India from where she garduated with a masters in mass communication.For her bachelors degree, she attended University of Delhi, India where she pursued a degree in commerce (honours).Her other areas of interest are films and performing arts