Soft-soaping India

the long version

"This book characterises the forms of these soap operas and relates how they have evolved. It explores how they have contributed to shaping the identity of modern India. Initially developed by the national telecast service, Doordarshan, specifically to convey messages about women's role, contraception and other family issues, Doordarshan also captivated viewers with serialisations of the two great epics, the Ramayana and the Mahabarata. But with the onset of cable TV, soap operas became primarily entertainment driven and progressively more sensational. The book traces the impact of these different strands of soap operas and considers their impact on India's dominant concerns: the search for national unity, identity, the changing role of women, and the ideology of consumerism." "Soft-Soaping India is the first book to study Indian televised soap operas in all its forms and will be essential reading for students of the media and sociologists interested in India and its diaspora. It will also be relevant to Women's Studies."--BOOK JACKET.