Australia, Bollywood and Cosmopolitanism: Showcasing Australia Internationally

By Andrew Hassam.

Published by The Diversity Collection

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Article: Print $US10.00
Article: Electronic $US5.00

Over the past ten years, Australia has been used increasingly as a background location in Indian feature films, music videos and television advertisements, and Bollywood film-makers are offered government incentives to film in Australia in order to showcase Australia in India. The progressive liberalisation of the Indian economy since the early 1990s has led to competition between capitalist economies to do business with India, and Bollywood is regarded internationally by government trade and tourism commissions as a means of destination marketing. This paper considers the branding of the Australian city as both cosmopolitan and multicultural, and how this relates to both the demands of Indian film-makers and the lives of South Asian Australians. It assesses representations of Australia in such movies as Dil Chahta Hai (2002), Salaam Namaste (2005) and Heyy Babyy (2007) in relation to Australian brand messages and the representation of cultural diversity. Finally, it considers how Australian public diplomacy regards diasporic communities in terms of showcasing Australia internationally.

Keywords: Australia, Bollywood, Cosmopolitanism, Multiculturalism, Cultural Diversity, South Asian Diaspora, Destination Marketing, Public Diplomacy

International Journal of Diversity in Organizations, Communities and Nations, Volume 8, Issue 3, pp.139-146. Article: Print (Spiral Bound). Article: Electronic (PDF File; 602.270KB).

Dr. Andrew Hassam

Honorary Research Associate, School of English, Communications and Performance Studies, Monash University, Melbourne, Victoria, Australia

Andrew Hassam is an Honorary Research Associate in the School of English, Communications and Performance Studies at Monash University. His books include Sailing to Australia: Shipboard Diaries of Nineteenth-Century British Emigrants (Melbourne UP 1994) and Through Australian Eyes: Colonial Perceptions of Imperial Britain (Melbourne UP 2000). Current research projects include links and parallels between Melbourne and Calcutta as post-imperial cities, and the production of Bollywood movies in Australia. He also has research interests in Australian Studies teaching internationally, on which he has recently published in the Australian Journal of Education.

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