Author Abstract
This working paper examines the social impact of the film industry in India between Independence in 1947 and the start of liberalization in 1991. . It shows that Bollywood, the mainstream cinema in India and the counterpart in scale to Hollywood in the United States, shared Hollywood’s privileging of paler skin over darker skin, and preference for presenting women in stereotypical ways lacking agency. Bollywood reflected views on skin color and gender long prevalent in Indian society, but this working paper shows that serendipitous developments helped shape what happened on screen. The dominance of Punjabi directors and actors, organized as multi-generational families, facilitated lighter skin tones becoming a prominent characteristic of stars. By constraining access to legal finance, pursuing selective censorship, and by denying Bollywood cinema the kind of financial and infrastructural support seen in other developing countries, the Indian government also incentivized directors and producers to adopt simplified story lines that appealed to low income audiences, rather than contesting widely accepted views. Employing new evidence from two oral history databases of producers and actors, the paper suggests that cinema not only reflected, but emboldened societal attitudes regarding gender and skin color. The impact of such content was especially high as rural and often illiterate audiences lacked alternative sources of entertainment and information in this period. It was left to other cinemas in India to contest skin color and gender stereotypes entrenched in mainstream media. The cases of parallel cinema and Tamil cinema are examined, but their audiences were either constrained or—as in the case of Tamil cinema—subject to the isomorphic influence of Bollywood, which grew after 1991.
Paper Information
- Full Working Paper Text
- Working Paper Publication Date: January 2021
- HBS Working Paper Number: 21-077
- Faculty Unit(s): General Management