Communicating India's Soft Power Buddha to Bollywood

In recent years, India has emerged as a major economic and political power: on the basis of purchasing-power parity, it was the world's third largest economy in 2013. Yet the country's cultural influence outside India has not been adequately analyzed in academic discourses. As the world's largest democracy with a vibrant and pluralist media system, India offers an excellent case study of the power of culture and communication in the age of mediated international relations. This book, a pioneering attempt, from an international communication/media perspective, is aimed to fill the existing gap in scholarship in this area. The discussion of India's rising soft power is located within a historical context, thus problematizing the notion of Soft Power itself. The book will be aimed at university courses on global media/international relations/area studies – among others.

Daya Kishan Thussu is an internationally renowned scholar of global communication. He is a professor of International Communication and Co-Director of the India Media Centre at the University of Westminster in London. Daya has a PhD in International Relations from Jawaharlal Nehru University, New Delhi. He is author or editor of more than a dozen books. Among his key publications are: Media and Terrorism: Global Perspectives (Sage, 2012); International Communication – A Reader (Routledge, 2010) Internationalizing Media Studies (Routledge, 2009); News as Entertainment: The Rise of Global Infotainment (Sage, 2007); Media on the Move: Global Flow and Contra-Flow (Routledge, 2007); International Communication - Continuity and Change, third edition (Bloomsbury Academic, forthcoming 2012 – a Chinese and a Korean edition of the second edition has already been published); and Electronic Empires - Global Media and Local Resistance (Arnold, 1998). He is the founder and Managing Editor of the Sage journal Global Media and Communication and series editor for two new Routledge series: Internationalizing Media Studies and Advances in Internationalizing Media Studies.

Contents
List of tables and figures
Introduction
1: De-Americanizing Soft Power
2: Historical Context of India's Soft Power
3: India Abroad: the Diasporic Dividend
4: Software for Soft Power
5: Culture as Soft Power – Bollywood and Beyond
6: Branding India – a Public-Private Partnership
Conclusion
References
Index