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A Critical Discourse Analysis of South Asian Women's MagazinesEast Meets West – Cultural Hybridity

A Critical Discourse Analysis of South Asian Women's Magazines: East Meets West – Cultural Hybridity [This chapter critically examines the complex discourses emanating from the fusion of East and West and the hybrid cultural identities generated in South Asian women’s magazines in the UK and India. Ironically, in British Asian magazines, Asian cultural superiority is promoted, whilst in the Indian publications the West is seen as modern and progressive. Some surprises are unveiled, for example, the belief that attitudes towards homosexuality are more liberal in India. There are also contradictions, for example, despite promoting a message of cultural superiority the British publications also presented a view of people in the East as the ‘Other’, with their colourful clothes and quaint customs. This chapter illustrates that South Asian identity is tenuous and rapidly changing due to the legacy of colonialism and economic liberalisation.] http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Critical Discourse Analysis of South Asian Women's MagazinesEast Meets West – Cultural Hybridity

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Publisher
Palgrave Macmillan UK
Copyright
© The Editor(s) (if applicable) and The Author(s) 2017. The author(s) has/have asserted their right(s) to be identified as the author(s) of this work in accordance with the Copyright, Designs and Patents Act 1988
ISBN
978-1-137-39877-2
Pages
121 –150
DOI
10.1057/978-1-137-39878-9_5
Publisher site
See Chapter on Publisher Site

Abstract

[This chapter critically examines the complex discourses emanating from the fusion of East and West and the hybrid cultural identities generated in South Asian women’s magazines in the UK and India. Ironically, in British Asian magazines, Asian cultural superiority is promoted, whilst in the Indian publications the West is seen as modern and progressive. Some surprises are unveiled, for example, the belief that attitudes towards homosexuality are more liberal in India. There are also contradictions, for example, despite promoting a message of cultural superiority the British publications also presented a view of people in the East as the ‘Other’, with their colourful clothes and quaint customs. This chapter illustrates that South Asian identity is tenuous and rapidly changing due to the legacy of colonialism and economic liberalisation.]

Published: May 7, 2017

Keywords: Cultural hybridity; Fusion; Exoticism; Modernity; Diaspora; Nostalgia; Western hegemony; Hijab; Colourism

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