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This essay examines the 2010 NBC situation comedy Outsourced, with special attention to its representation of the racial politics surrounding business process outsourcing to India. Specifically, it discusses how Outsourced participates in what Jodi Melamed calls “neoliberal multiculturalism” to work through, symbolically and narratively, the realities and contradictions of globalized economies as they are experienced. By staging the dilemmas of outsourcing through the specter of the white male middle manager traveling to India to train Indian call center workers, Outsourced minimizes the affective labor necessarily performed by Indian call center workers and dramatizes outsourcing as a crisis of white U.S. masculinity alone. Moreover, it figures our white male protagonist as the global multicultural citizen to be emulated insofar as he models the appropriate attitude toward outsourcing and toward “other” cultures in general. Finally it suggests that the failure of the show has less to do with issues of cultural stereotyping and more to do with the failure of neoliberal multiculturalism to soothe anxieties around changing global economies.

There was a time in Indian television when actors who had limited luck in the Hindi film industry would migrate to Indian television. By the 1990s, with the beginning of television’s transformation in India owing to economic liberalization, the converse was also occasionally true with former TV actors such as Shahrukh Khan and Vidya Balan becoming successful in Hindi cinema. The boundaries between Indian film and television were slowly becoming blurred toward the end of the twentieth century. Yet, the migration of stars from the big screen to the small was still considered a “failure” and the less common movement from television to film was deemed more successful. In the twenty-first century, however, television is no longer considered a consolation medium. The Hollywood television debut of the hugely successful Bollywood star Priyanka Chopra in a leading role on the TV show Quantico (USA, ABC, 2015–2018) and her subsequent numerous appearances on American television talk and award shows, including the Oscars, offer a prime example of television as a competitive medium for established stars. However, Chopra’s case is noteworthy for exemplifying not just star mobility between film and TV but also across national industries. Her move to American TV testifies to the increasing transnational viability of Bollywood stars in the twenty-first century. Importantly, the uptake of her rise on the American TV screen has been seen as part of the broader arrival of South Asian performers on American TV. But her success differs from Indian actors of American origin whose trajectory recapitulates the immigrant narrative of breaking free of stereotypical roles to play realistic, meaningful characters on the screen. Chopra’s representational currency and her “global” Indian English accent instantiate the logic of televisual mobility – her transnational screen navigations speak, not to a teleological moment of arrival on the American screen but her ability to make professional choices that enable her to represent Indians everywhere.

Television is predisposed to the perception that it is the opposite of art and politics and that it is a time-consuming means for “dumbing down,” placating, disempowering and benumbing the citizenry. Through a discussion of the place of art and that of television, I use, as a conceptual framework, the convergence of the white cube and the black box to interrogate dynamics of postcoloniality, vision and power and how this forged divergent modernisms. Television in Africa did not, as with postwar America, create a sense of collective communities of spectatorship that would be brought closer to art appreciation through television. Rather, television, as the political, social and cultural phenomenon of modernization in various African countries, seemed to corrupt what was regarded as “pristine” cultural practices. However, since it coincided with colonial independence and the emergence of postcolonial nations, it became intertwined with various modes and mediums through which new forms of social consciousness aimed at self-definition and self-representation could be disseminated. The convergence of the white cube spaces of art and the black box of television enables an engagement with the colonial spatio-temporal distanciation of Africa from the global stage.

This chapter discusses how Chinese television has been refashioned by the digital entertainment industry, and contends that new genres, identities, and representations have emerged in recognition of youths as the most valuable and desirable category of audience. It does so by way of three case studies. The first illustrates the symbiotic relationship between online literature and television drama production, and how the former contributes to the fantastical turn of Chinese television. The second seeks to understand the emergence of new cultural figures of “supreme heroine” and “sweet males” in the context of the rise of female fandom in contemporary Chinese popular culture. The third reveals how traditional television content, or in this case a political drama, may be recreated by online distributors and influencers so as to be aligned with the habits, attitudes, and preferences of the younger audiences. The chapter concludes that to understand contemporary Chinese television culture, the Internet and social media must become an integral component of inquiry because of their powerful remediating role in the public communication of any cultural text.

Television delivery throughout the world has changed rapidly over the past two decades. Within South Africa, much of this global narrative is repeated. The last 25 years saw a move from a single monopoly broadcaster within the ‘public service’ tradition (but later subsumed into the apartheid political agenda), to the present situation of a multi-company, multi-platform, increasingly digital delivery, calling into question even the very definition of ‘broadcasting’. ‘Global difference’ in South Africa plays out through a relatively late start but surprisingly short catch-up period, emphasizing a demographic/socio-economic specificity that has resulted in a highly skewed television market in which the uptake of high-end technology is less widespread than in other more ‘developed’ markets, and where the taste of local programming dominates even the technologically advanced sectors. The move toward a digital system, together with the introduction of competition, has provided challenges to the regulatory regime. The majority of the audience share, however, remains with local programming, regardless of its delivery.

This chapter examines the intersection of popular culture and populism in Turkey by focusing on the TV show Payitaht Abdulhamid. Our motivation to analyze the recent TV series Payitaht Abdulhamid stems from our interest in the instrumental mobilization of popular culture for the Turkish government’s dual desire to both establish cultural hegemony and consolidate its populist style of government. Our analysis reveals that television, especially in the Global South, still plays a central role in governments’ desire to reconstruct history and establish cultural hegemony. This is particularly important as Turkey is going through a crisis of hegemony since the public is completely divided in its support for the government. Within the context of this hegemonic crisis, televised popular culture is vital, perhaps more than ever. Specifically, the show reduces a complicated history into easily understandable dichotomies and projects them on to contemporary politics in order to consolidate support for the government. Through televised popular culture, the government mobilizes history for purposes of cultural hegemony and populist politics flavored with nationalist, Islamist, and anti-Western motifs. Ultimately, the TV show presents yet another moment for understanding the mediated nature of 21st-century politics outside Western contexts.