Bollywood More Popular With Indian Americans
- By Sam George
- Published 04/2/2007
Sam George is the Executive Director of PARIVAR International - a non-profit initiative to address the needs of youth and families of Asian Indian origin in North America and to the Asian Indian community worldwide. Parivar means family in many Indian languages. Sam George also serves as one of the founding directors of Urban India Ministries
www.UrbanIndia.org Sam George and his wife, Mary have spoken at premarital and family events in many countries. They are parents of two boys and make their home in the northern suburbs of Chicago. Sam is the author of the book “Understanding the Coconut Generation: Ministry to the Americanized Asian Indians." Check out this website www.CoconutGeneration.com Coconut (brown on the outside, white on the inside) is a metaphor for the Americanized Asian Indians. Sam George can be reached at email@example.com
For immigrant generation, this was a time of nostalgia, but for the Coconut generation this provides means to define themselves. Glamour, culture power and being aware of latest in fashion and music is critical to overseas desi youth culture. Though they reject their immigrant parent’s values, religiosity and culture, yet they are quick to embrace what is offered by desi popular culture.
Multiple genres within Bollywood movies like romance, songs, drama, suspense, action etc., offer something for everyone. Often provides a perfect escape from the daily grind of immigrant life. It become a conduit for marketing fashion trends and ideology. The mass media often takes random incidents in the society and when saleable ‘masala’ is added, make it look normative.
It is not just for the entertainment value or celebration of culture and traditions, but it become a place to come together as community as well. Longing to belonging is natual to all dispersed community. Bollywood is a glue to keep the global Indian diaspora and instill in them a sense of Indianness.