March 10, 2024Open Access

Television and the Formation of Urban Middle-class Identities

N-Nayana Borgohain -Jawaharlal Nehru University

Key Points

Television shows shape urban middle-class identities, emphasizing their consumerist practices and lifestyles.
The analysis highlights significant narratives from the show ‘Yeh Meri Family’ and its impact on audience perceptions.
Using a qualitative approach, content analysis examines cultural representations within the framework of the Birmingham School's theories on consumption culture. Enhancing understanding of economic influences on identity formation is key to this analysis. The role of television in symbolizing middle-class values underscores its societal implications.

Abstract

The Indian middle class has been a powerful force in the sphere of consumption culture since the formal advent of economic liberalization in 1991. With the advent of television, Indian society has been witnessing changes in class identities. The role of Indian television shows has been instrumental in shaping urban middle-class identities within Indian society. These shows have been effective in creating a desired lifestyle and everyday practices that are symbolic of urban middle-class practices. The objective of this paper is to reflect upon how these shows portray a way of common and relatable practices of the Indian middle class and explore the representation of the middle-class lifestyle. The idea of new modes of consumption reflects itself as a way of economic coercion that the capitalist world is trying to propagate with the practice of mass consumption. Thus, the concept of culture industry attempts to argue how commodification and the consumption of capitalist goods act as a way of manipulation to preserve the reigning capitalistic order. Through the lens of Birmingham School, this paper attempts to understand the process of Indian middle-class formation within the sphere of Television programs. The messages and values deciphered by the content of the television shows are in various ways interpreted by their audience. This study will be based on qualitative data that aims to use several secondary sources such as academic journals, articles, and online blogs to analyze the ideas that are put forward in understanding the very idea of consumption culture and middle-class formation. The investigation is also based on content analysis which will include a thorough analysis of the television show ‘Yeh Meri Family’ and its portrayal of consumerist practice within its specific context. This brings us to the fundamental idea of the paper of examining 'television' as a significant household gadget symbolic to middle-class families and also understanding the content put forward by television shows encouraging consumerist behaviours.

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