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The Humanities Conference 2003

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Visual Hegemonies National-Global Dialectic in Print Advertisements in Postcolonial India

Asthana Sanjay.

This paper examines themes of globalization and nation represented in print media in India during 1982 to 2002. There are deeper issues at stake in these representations, which this paper will seek to identify and explore. The broad conceptual questions those frames the research project are: How do the representations of global and national in Indian media interact with each other? What is the role of the visual in articulating image of global and national spaces produced via Indian media, and what are the ways citizen-subjects are constituted through such representations? An analysis of a several print advertisements is undertaken to explore such questions. The visual images exhibit themes of globalization and nation in hegemonic ways. For example, representations of nation get complicated as commercial and corporate interests, such as celebration of capital in the name of globalization, begin to frame images of nation.


Asthana Sanjay  (United States)
Ph. D Candidate
School of Journalism and Mass Communication
University of Minnesota

Sanjay Asthana, a PhD Candidate at the School of Journalism & Mass Communication, University of Minnesota, is completing a dissertation on television and national culture in India with specific focus on Kashmir and Punjab. His research interests include comparative studies of globalization and the media, particularly in the postcolonial and western settings.

  • Nationalism
  • Globalization
  • Visual
  • Modernity
  • Hegemony
  • Discourse
  • Postcolonial
  • Cosmopolitan

(30 min Conference Paper, English)