OTT platforms like Netflix use Indian languages and produce shows with specific Indian content. This is an example of
Answer & explanation
Correct answer: option 2
The correct answer is Option (2) → Glocalisation
Option (1) Homogenisation — Incorrect. Homogenisation is the contention that all cultures will become similar, that is, homogeneous. Here a global platform adapts to Indian languages and Indian content, so local culture is kept, not made uniform.
Option (2) Glocalisation — Correct. Glocalisation refers to the mixing of the global with the local. It is a strategy often adopted by foreign firms while dealing with local traditions, in order to enhance their marketability; all the foreign television channels like Star, MTV and Channel V use Indian languages. A global OTT platform making shows in Indian languages with Indian content does the same.
Option (3) Cosmopolitanism — Incorrect. A cosmopolitan attitude is one in which local ties and parochial perspectives give way to universal commitments. It describes a person’s outlook, not a firm’s strategy of fitting its product to local tastes.
Option (4) Globalisation — Incorrect. Globalisation is the growing interconnection of the world, economic, political and cultural. A platform like Netflix is part of it, but the particular mixing of a global product with local content is called glocalisation.
NCERT (2025-26): “Homogenisation Versus Glocalisation of Culture … A central contention is that all cultures will become similar, that is homogeneous. Others argue that there is an increasing tendency towards glocalisation of culture. Glocalisation refers to the mixing of the global with the local. It is not entirely spontaneous. Nor is it entirely delinked from the commercial interests of globalisation. It is a strategy often adopted by foreign firms while dealing with local traditions in order to enhance their marketability. In India, we find that all the foreign television channels like Star, MTV, Channel V and Cartoon Network use Indian languages. Even McDonald’s sells only vegetarian and chicken products in India and not its beef products, which are popular abroad. McDonald’s goes vegetarian during the Navaratri festival.…” “…assumes that local ties and parochial perspectives give way to universal commitments and cosmopolitan attitudes; that the truths of utility, calculation, and science take precedence over those of the emotions, the sacred, and the non-rational; that the individual rather than the group be the primary unit of society and…” |