Various Hollywood movies are released in Indian languages along with English on the same day. This change can be denoted as:
Answer & explanation
Correct answer: option 2
The correct answer is Option (2) → Glocalisation
Option (1) Localisation — Incorrect. Localisation would mean a thing becoming wholly local. These films stay global: they are Hollywood products, released in English on the same day, with Indian languages added beside the English.
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 to enhance their marketability, as foreign television channels like Star, MTV, Channel V and Cartoon Network use Indian languages. A Hollywood film released in Indian languages is the same mix of a global product and local language.
Option (3) Globalisation — Incorrect. Globalisation is the wider process of extension and integration of markets around the world. It explains why Hollywood films reach India at all, but not the special feature of the question, their release in Indian languages.
Option (4) Homogenisation — Incorrect. Homogenisation is the idea that all cultures will become similar. Releasing films in Indian languages keeps the local cultures alive instead of making them alike.
Note: In business usage, ‘localisation’ also means adapting a product for a local market, for example by dubbing a film into the local language; NCERT’s term for this mix of a global product with the local is 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. In the field of music, one can see the growth of popularity of ‘Bhangra pop’, ‘Indi pop’, fusion music and even remixes.…” |