• Ms Mrinal Singh Assistant Professor, Indraprastha College for Women, University of Delhi


Films, Bollywood, the West, decoding, globalisation, libralisation


The aim of my paper is to look at movies post 1990, ‘post globalization’, and try and understand what impact has language of different forms have had on the Masses. Languages, here lets look specifically at assumed language, made up language and what then becomes ‘correct’ and what becomes ‘wrong’ in terms of language. While doing so we will discuss about other techniques that Indian cinema uses to present and represent ‘normal’. This also includes the creation of the ‘normal’.  As the title of the paper suggests ‘Normalizing western culture’. I’ll try to define what ‘western culture’ is and what these Bollywood movies perceive as ‘western’, and try and understand these twisted ways of our Bollywood and its ways of these different understandings of the ‘western’. In doing so we will look at examples of various Bollywood movies, concentrating on certain scenes, words, style and its impact on the masses at large. The impact of globalization and liberalization on Bollywood has been of a great one. The discussion will evaluate the success of some of these movies, which cannot be understood without the impact of these landmark events. One of the main ideas that the paper explores, is the way in which these normative patterns have changed and are accepted by masses at large, post globalization and post liberalization. How certain ideas are so easily overlooked or passed off as a comic element in the movie. We will look at examples of a set of movies, that did economically well not only in India but abroad as well, these movies had an emotional quotient attached to them that appealed to Indians across national boundary!  


I. Acharya, Sharmistha; Bollywood and Globalization; http://www.dishumdishum.com/BollyPresentation/GLOBALIZATION.PDF; Accession date- 18th September, 2011.

II. Appadurai, Arjun; Modernity at Large: cultural dimensions of globalization; Chapter 5 and 6; Sixth Printing, 2003; Public Worlds, Volume 1; Pages 89-138.

III. Box Office Report, http://boxofficeindia.com/cpages.php?pageName=earnings; Accession date 10th September, 2011.

IV. Fung, Amy; Deepa Mehta’s Canadian, American, Indian Bollywood Musical: Showing Canadians their Country in Bollywood/Hollywood. http://www.canadian-studies.net/lccs/LJCS/Vol_21/Fung.pdf; Accession date 16th September, 2011.

V. Posner, Richard A. and Rasmusen, Eric B.; Creating and enforcing norms with special reference to sanctions; http://www.rasmusen.org/published/Rasmusen_99.IRLE.norms.pdf; Accession date – 17th September 2011.

VI. Rao, Shakuntala; Glocalization of Indian Journalism; Journalism Studies, Vol. 10, No. 4, 2009, 474-488.

VII. Shils, Edward; Theory of Mass Society- Prefatory Remarks; Published by SAGE.

Movies referred to –

I. Dilwale Dulhaniya Lejayenge (1995)

II. Pardes (1997)

III. Hum Aapke Dil Mein Rehete Hain (1999)

IV. Humara Dil Aapke Paas Hai (2000)

V. Yaadien (2001)

VI. Hum Tum (2004)

VII. Salaam Namaste (2005)

VIII. Kabhi Alvida Na Kehena (2006)

IX. Namaste London (2007)

X. Dostana (2008)

XI. Singh is Kingg (2008)

XII. Kambakkht Ishq (2009)

XIII. Patiala House (2011)

XIV. Zindagi Na Milegi Dobara (2011)

Additional Files



How to Cite

Ms Mrinal Singh. (2023). ‘NORMALIZING’ THE ‘WEST’ IN BOLLYWOOD MOVIES, POST 1990. International Education and Research Journal (IERJ), 9(5). Retrieved from https://ierj.in/journal/index.php/ierj/article/view/2752