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Impact of Globalisation on Telugu Cinema: Acceptance and Adoption of Changing Trends by Youth

J. Janardhan and C. M. Vinaya Kumar
Department of Journalism and Mass Communication, Krishna University, Machilipatnam, A.P.
Abstract—The Telugu film industry is one of the leading industries in India in terms of quantity and quality of producing films as it gives strong competence with any other film industry in the country. In the process of reaching to such a level, Telugu filmmakers tapped the opportunities created by the liberalisation policies in India. These policies are spreading the western cultural ideology along with the opportunities, resulting to domination of western culture, multilingual dialogues in songs, dialogues and International fashions in the Indian films. These films are also creating carrier options with rise in demand of global employment and practising the customs of western culture. In this context the researchers set a few objectives to study the below themes of the research.
1. To examined the impact of the globalised Telugu cinema on Telugu audience.
2. To find out the impact of the western culture portrayed in Telugu films on Telugu audience.
To examine the above objectives, the study was conducted in the two metro cities viz. Hyderabad and Visakhapatnam. The data processed, tabulated and subjected to summary satisfies like frequency, percentages for meaningful interpretation of results.

Index Terms—Telugu cinema, globalization, westernization, changing trends, youth audience

Cite: J. Janardhan and C. M. Vinaya Kumar, "Impact of Globalisation on Telugu Cinema: Acceptance and Adoption of Changing Trends by Youth," Journal of Media & Mass Communication, Vol. 1, No. 2, pp. 97-100, December, 2015. doi: 10.12720/jmmc.1.2.97-100
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