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HOW THE WEST INFLUENCES THE EAST

Music videos in the West are slowly influencing traditional cultures in the world especially India.



VIDEO ONE

Notice in this video "Baby" by Mike Shorey, the women are baring too much skin. Men are driving expensive cars and are wearing a lot of jewelry. The scenes in night clubs portray the women has sexually suggestive. The ladies are flocking to the man and fighting for his attention. This video suggests  this suave gentleman is on top of the world with his money, women, cars and flashy jewelry.

VIDEO TWO

This video is from India, is very colorful. The men and women are using bright colors for example, yellow as an indicator of sunshine or light. Yellow is associated with joy, happiness, intellect and energy. The clothing is tasteful and not revealing however still traditional to Indian culture. Both sexes are wearing pink an indicator of romance, love, and friendship. This color also denotes feminine qualities and passiveness.

VIDEOTHREE

This video "Vaada" also from India has more of a western feel than the previous one. However with the  exception of the woman in a traditional sari. Her sari is white and this color is often associated with purity and goodness. In addition to this the sex scenes are not as revealing as American videos. Notice the men in are wearing jeans and leather jackets a much more western element a clear departure from the Indian culture.

Several factors play into why the West influences the East. The perception of power, wealth, and freedom are all elements. However, urban India is slowly transforming into a western society. The West, through the media, is increasingly influencing this sector of the Indian economy. India opened up to western culture within the last 20 years with an increase in privatization and a free market, India has seen a rise of multinationals invade the consumer market. A new revolution in advertising is also the reason why there is a change in the consumer scenario. The presence of the media portraying different roles of women, clearly reveal the changing perception of women in today’s society. Advertising agencies have spent money gathering information on women’s trends, attitudes, and wants. This fusion of traditional culture with western culture not only reflects the transformation of women in society but a change in the consumer marketplace. Therefore, it is no surprise to see that these videos have also been transformed from the traditional India culture to have a more Western touch.