A ‘New India’ for the Arab World

نویسندگان

چکیده

Abstract This article investigates the formations of ‘Brand Modi’ and Bollywood’ their strategic overlapping foray into United Arab Emirates, considering it a pivotal moment in contemporary transregional media production. Two branding campaigns form basis my analysis: Indian Prime Minister Narendra Modi’s highly mediatized 2015–2018 U.A.E. visits Shah Rukh Khan’s 2016–2019 ‘#BeMyGuest’ campaign for Visit Dubai (the Emirate’s official tourism brand). Attending to questions techniques, diasporic identity historical imagination, I examine how these play on notions common man or aam aadmi upwardly-mobile cosmopolitan ‘New Indian’ through celebrity personas Modi Khan. argue that this creation India’ world seeks efface down class connotations India Indians imaginaries by re-framing as key diplomatic cultural-infrastructural partner Emirates.

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ژورنال

عنوان ژورنال: Middle East Journal of Culture and Communication

سال: 2023

ISSN: ['1873-9865', '1873-9857']

DOI: https://doi.org/10.1163/18739865-01602006