Dissertation Abstracts

Globalization, Communication and Cultural Change in India: A Study of Middle Class Youth in Allahabad City of Uttar Pradesh

Author: Debanjana Nag, debanjana22.nag22@yahoo.com
Department: Centre for Development Studies
University: University of Allahabad, India
Supervisor: Prof. Virendra Pal Singh
Year of completion: In progress
Language of dissertation: English

Keywords: Globalization , Communication technologies , Culture , Middle Class Youth
Areas of Research: Communication, Knowledge and Culture , Regional and Urban Development , Youth


Societies, in the recent past have undergone the process of socio-cultural change due to globalization. It refers to an 'increasingly borderless' world which has been caused by various economic, ideological and technological advancements. In this era, these technological advancements haven't only created havoc in the field of mass-media but have also affected the cultural norms and values of the society through transmission of new cultural patterns via communication technologies. Gradually, these communication technologies developed potential for flow of ideas, public contents through mass media (i.e. newspaper, television, magazines, radio etc) but in the Post-Modern era (in last three decades of twentieth century), the emergence of computer and internet has conceptualized the “new media”. While the mass media like print media (Newspaper) and audio-visual media (television) are still popular in society, the new media (facebook, whats app, You tube etc.) have also access to change the values and culture by providing them global connectivity. It has its impact both on material and non-material culture. In material culture, communication technologies creates its impact by changing lifestyle and living standards of people whereas in non- material culture it often help to create a more liberalized society by developing 'Cultural Homogenization'. Sometimes it also showcases a dualism between two different values and culture and creates 'digital divide' within the society. This suggests us to undertake a study on the impact of globalization and communication on the process of cultural change in India in an empirical setting of Allahabad city in Eastern Uttar Pradesh. The study will be focused on middle class youth from at least two middle class localities of the city through a purposing sample of about 250 youths. The respondents will be selected by using purposive sampling covering various types of communication gadgets including mobile phone. Initially, a pilot study will also in the city. This study will help in developing hypotheses and the tools (a highly structured interview schedule) of the present study. These processes can enable us in understanding the direction of the social and cultural changes in Indian society in coming years.