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Communicating India’s Soft Power - Buddha to Bollywood
Communicating India’s Soft Power - Buddha to Bollywood

Communicating India’s Soft Power - Buddha to Bollywood

by Daya Kishan Thussu

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Product ID:34363

Language

English

Publisher

Sage Publications

ISBN

9789351508168 - Year: 2016 - Pages: 233

Binding

Paperback

Daya Kishan Thussu
Shipping Note: This item usually arrives at your doorstep in 10-15 days

Author: Daya Kishan Thussu
Publisher: Sage Publications
Year: 2016
Language: English
Pages: 233
ISBN/UPC (if available): 9789351508168

Description

First book-length study of India’s soft power, traversing international relations and international communication perspectives.

As the world’s largest democracy and third biggest economy on the basis of purchasing-power parity, India offers an excellent case study of the power of culture and communication in the age of mediated international relations. This South Asia edition features a new Afterword covering latest developments including Prime Minister Narendra Modi’s thrust toward Digital India and promoting Buddhism as part of India’s public diplomacy.



PRAISE FOR COMMUNICATING INDIA'S SOFT POWER:

ENDORSEMENTS

"Those acquainted with Daya Thussu as the editor of the respected journal Global Media and Communication and his earlier publications will not be surprised by this excellent, comprehensive yet brief survey of the scope and limits of India's soft power and the country's changing status in global public culture and media. This book will remain a powerful aid to scholars and researchers seeking clues to the many undercurrents in India's definition of its global presence and the projection of that self-definition through its public diplomacy."
== Professor Ashis Nandy Senior Honorary Fellow, Centre for the Study of Developing Societies, New Delhi

"Daya Thussu elegantly places India's soft power in its historical and cultural framework, deftly managing the geopolitical and technological context. His analysis is innovative and persuasive, as is fitting in telling a grand tale of a grand Indian narrative."
== Professor Monroe Price Director, Center for Global Communication Studies, Annenberg School for Communication, University of Pennsylvania, USA

"Daya Thussu's book rescues the concept of soft power from American hands and applies it insightfully to India, and the concept is made richer and more useful as a result. With its dynamic and prosperous diaspora, the growing global popularity of its spiritual beliefs and practice, its reach as a global economic and technological powerhouse, and even its cherished cuisine, India's growing soft power potential is evident. Yet Thussu also takes a hard look at the impediments that stand in the way of India taking full advantage of its soft power appeal. This book is a must-read for anyone interested in broadening their understanding of the role of soft power in foreign affairs."
== Steven Livingston Professor of Media and Public Affairs and International Affairs, George Washington University, USA

"A balanced, learned and historically informed analysis of India's global presence and the soft power that accompanies it. The book contains many important insights and should be of value to decision makers and general public alike."
== Lord Bhikhu Parekh Emeritus Professor of Political Philosophy, University of Westminster, UK



REVIEWS:

A balanced, learned and historically informed analysis of India’s global presence and the soft power that accompanies it.
== Lord Bhikhu Parekh, Emeritus Professor of Political Philosophy, University of Westminster, UK

Excellent, comprehensive yet brief survey of the scope and limits of India’s soft power … will remain a powerful aid to scholars and researchers.
== Ashis Nandy, Senior Honorary Fellow, Centre for the Study of Developing Societies, New Delhi

Innovative and persuasive, as is fitting in telling a grand tale of a grand Indian narrative.
== Monroe Price, Director, Center for Global Communication Studies, Annenberg School for Communication, University of Pennsylvania, USA

A must-read for anyone interested in broadening their understanding of the role of soft power in foreign affairs.
== Steven Livingston, Professor of Media and Public Affairs and International Affairs, George Washington University, USA

"This is a rich book, which provides the most dense and detailed analysis of Indian soft power to date, and it is a provocative one, especially in its conclusion that `Chindia' might seek the ‘de-Westoxication’ of Asia and the wider world."
== Ian Hall in Commonwealth and Comparative Politics

"… Provides an exhaustive and interesting catalogue of India's cultural outreach, both ancient and contemporary… Thussu rightly argues that the best way to communicate Indianness is not just through Bollywood and Indian cuisine but by empowering its citizens and addressing the inequalities that exist within society. It is only by achieving equality that India's international image will improve and its soft power look attractive and its story be heard worldwide, facilitating its `rises"
== Parama Sinha Palit in Pacific Affairs


"… a balanced, insightful, and informed analysis. The research behind the book is vast and exhaustive; Thussu quotes and cites from a sea of books, commentaries, journals, and press reports. The important insights and historical data in this book should be of great value to India lovers, decision makers, students as well as the die-hard India critics and cynics, if they put their prejudice aside."
== Biju Dhnapalan in Asian Journal of Communication

Contents

Contents

Acknowledgements
Introduction
De-Americanizing Soft Power
The Historical Context of India’s Soft Power
India Abroad: The Diasporic Dividend
Software for Soft Power
Culture as Soft Power—Bollywood and Beyond
Branding India—a Public-Private Partnership
Conclusion
Afterword
Bibliography
Index

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