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According to Yubin et al. (2023), films serve as a medium for conveying visual representations of various elements such as landscapes, buildings, landmarks and monuments, which provide a contextual backdrop for the narrative. According to Vila et al. (2021), the number of global tourists visiting film locations exceeds 80 million. In addition, according to Yubin et al. (2023), the promotion of tourism is facilitated through the utilisation of films, which serve to create novel representations, counteract negative perceptions and enhance the portrayal of underdeveloped destinations. A significant number of individuals engage in the practise of visiting movie sets with the intention of re-experiencing the emotional impact of the film. The devaluation of film marketing has been observed. This method represents a highly indirect approach to enticing tourists. This chapter examines the comprehension of travellers' motivations and the perception of film-exposed locations in Bollywood films (Salnick, 2023). Film tourism provides a tailored and personalised experience for individuals. The difficulty in measuring this concept arises from factors such as the emotional responsiveness, personality traits, background and interpretive abilities of the viewers in relation to media images. According to Castro et al. (2023), the inclusion of a destination on a screen can serve as a means to enhance the diversity of a site's tourist offerings or mitigate the effects of seasonality by providing opportunities for experiential activities, showcasing notable landmarks or serving as a filming location. Film destinations have the potential to gain popularity and benefit from advertising and the perception of spectators.

Depending on the technological, economic and sociological developments seen in the global world, the needs of potential tourists differ, and alternative tourism activities are seen in the tourism sector, which has different dimensions. Film tourism is one of the alternative tourism activities that has become prominent in recent years, especially with the opportunities it offers to reach more audiences with the development of technology. The desire of potential tourists to see different components such as filming locations, actors and local facts of the films they watch turns into a need over time. This situation directs potential tourists' decision-making and purchasing processes for their destination preferences. This chapter aims to create a body of knowledge that will have a widespread effect on the relevant body of knowledge based on current data on alternative and film tourism. In addition, it aims to examine films' effects on destination preferences based on secondary data sources. This chapter, which is designed as conceptual research with descriptive analyses and document analysis, which is one of the qualitative research methods, is vital in terms of revealing general patterns based on new trends in film tourism, which is seen as an export element and has a significant effect on destination preference.

This case is the second of a three-part series that follows the managerial, strategic, and communications decisions of the Swachh Bharat Mission (SBM) or Clean India Mission, the flagship programme of the Government of India to eliminate the practice of open defecation (i.e., not using a toilet) from 2014 to 2019. As of 2014, 550 million people in India practiced open defecation. This problem posed a massive public health hazard and economic drag for the country as well as a threat to global health. Written from an insider's perspective, the cases centre on the decisions made by a new Secretary of India's Ministry of Drinking Water and Sanitation, who was hired to manage SBM, and the team he assembled. Case B discusses the start-up challenges for SBM, including implementation in India's complex federal system, workplace culture, and the deep-rooted behaviour of open defecation in rural India and the managerial and communication strategies formulated to address them. The case concludes by framing the difficulties with slow-moving states and monitoring rigour that the leadership SBM, with a new team, strategic focus, and early momentum, faced as the mission entered its final two years.

This paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable consumer diasporic identity.

This paper uses an innovative methodology that triangulates 58 in-depth interviews with diasporic consumers, 9 interviews with brand managers and designers and a visual analysis of brands (food retailer, spices and nuts, skincare, hair and cosmetics, ice cream and wine) to provide a view of the phenomenon from multiple perspectives.

This study illustrates how and when particular applications and compositions of product and design referents support diasporic identity for Middle Eastern consumers living outside the Middle East. Specifically, it illustrates how the design applications of harmonising (applying separate ancestral homeland and culture of living product and design referents simultaneously), homaging (departing from the culture of living product and design referents with a subtle tribute to ancestral homeland culture) and heritaging (departing from the ancestral homeland culture product and design referents with slight updates to a culture of living style) can enable diasporic identity in particular social situations.

Although applied to the Middle Eastern diaspora, this research opens up interesting avenues for future research that assesses diasporic consumers’ responses to brands seeking to use visual design to engage with this market. Moreover, future research should explore these design applications in relation to issues of cultural appreciation and appropriation.

The hybrid design compositions identified in this study can provide brand managers with practical tools for navigating the design process when targeting a diasporic segment. The design applications and their consequences are discussed while visually demonstrating how they can be crafted.

While previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors’ knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora’s ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.

The chapter discusses how adolescents are moving beyond the dichotomy of biological and linguistic socialization, forming interpretive meanings at home through the reading of literature in their mother tongue, Bengali. Involving cultural relevance and non-vulnerability, the chapter conceptualizes “leisure activities” and “leisure pursuits” of reading practice of the IXth and Xth graders from both Bengali and English medium schools in Kolkata. The discussion from the theoretical construction mentions the further conceptualization of reading habits and language choice. This is where adolescents derive their agency. Adolescents from the Indian and especially from the Bengali perspective have a path of colonial discourse. From historical standpoint, the change in Bengali language and its grammar structure has influenced the acceptance of Bengali literature among adolescents in varying degrees through generations. Using mixed methods and content analysis, the chapter focuses on young teenagers’ narration on the way they maneuver curriculum and literature in their respective homes. Authors, for example, Sunil Gangopadhyay, Satyajit Ray, and Bibhutibhushan Bandyopadhyay, form the Bengali identity construction in the present time. Rabindranath Tagore’s, Sarat Chandra Chattopadhyay’s and Bankim Chandra Chatterjee’s works are always prevalent in the Bengali language syllabus. These are considered the foundational modern literary figures of pre-independent India. These are taught from a nationalist and gender discourse perspective. The adolescents in this chapter also read those at a minimum level at home and attempt to juggle the difficult vocabulary involved. The simple language of post-independent literature is much sought after by teenagers compared to pre-independent literature. Sunil Gangopadhyay’s Kakababu series, Satyajit Ray’s Feluda and Professor Shanku series, and Bibhutibhushan Bandopadhyay’s Chander Pahar stand out among the adolescents from both English and Bengali medium unanimously in this chapter.

Emami is facing the heat from activist-consumers as well as its competitors. Competitors have renamed their cosmetic products by dropping the controversial word ‘fair.’ This was in response to the Black Lives Movement that erupted in the United States in May 2020. However, the movement against fairness is somewhat muted in India and is mostly occurring amongst urban, highly educated, younger cohort who are unlikely to be the users of the product anyway. The significant consumer base yearns for fairness and is willing to spend money on products which help them achieve the same. In such a scenario, how should Emami respond to competitor actions and consumer-activist pressure?

The case provides an opportunity to discuss the significance of the brand name, role of advertising and gender stereotypes.

Taking as a point of departure the edited collection Yaraana (1999), ostensibly the first mainstream publication on gay writing from India, the purpose of this article is to trace the way Indian authors have dealt with the growing visibility of nonnormative sexualities. It suggests that from the start this debate has centered on a dyad between local and culturally specific sexual identities vs its globalized opposite, which is held to threaten regionally specific expressions. The continuing struggle for recognition and equality is revealing for a growing divide between those whose sexuality can rely on growing representation in Indian popular media, and those who feel increasingly marginalized.

This article revisits important texts that were published and publicly accessible in India from 1999 onwards. All the text considered and discussed were accessible outside academic networks and thus, available in mainstream bookstores, produced by Indian authors or long-term residents and available in English. Considering the vast language diversity of India as well as the complexity of gaining access to locally published materials, the analysis does not include texts that are only available in a vernacular language. Besides this, the article benefits from the direct input of key activists and scholars from India working on this topic.

Even if homosexuality has now been decriminalized in India, what emerges from the writing is a concern that globally hegemonic expressions of alternate sexualities might impact, homogenize and eventually eradicate locally specific expressions. Considering socioeconomic equality in India, this raises serious questions about those whose precarious positions may see them further marginalized because of this.

While there have been various overviews and analyses of the fight for decriminalization of homosexuality in India, so far there has not been an analysis how this benefited from a growing awareness and discussion in popularly accessible texts. This analysis also raises concerns that the fight for decriminalization might have negative consequences for those in marginalized positions.

This chapter examines the lifestyles of upper-middle- and upper-class return migrant parents and youth living in Bangalore, a city in southwest India. It does so by addressing the following questions: What benefits do return migrant parents see in raising their children within their country of ethnic origin? What are the experiences of youth who grow up within their country of ethnic origin? I answer these questions by analysing 95 conversations with return migrant parents and their children, as well as alumni of Bangalore-based high schools. Building upon literature related to parenting, social class and racial-ethnic socialisation, I discuss parents' efforts to produce children who have the skills needed to succeed within the twenty-first-century global economy, and how the youth experience these child-rearing practices.

The present study explored the young women's lived experiences of discrimination and othering based on skin tone in two rural localities of Uttarakhand , State of India. The authors used intersectionality as the theoretical lens for this study.

The authors have adopted an interpretive phenomenological study in the conduct of this research. The authors interviewed twelve female participants in person using a semi-structured interview schedule. The data were analysed using the six-stage data analysis process of interpretive phenomenological analysis.

The study's findings underline the experiences of stigma, negative self-concept, marriage is a complex reality, media's influence and skin whitening is the first and last resort. Dark-skinned women experience stressful life events due to their skin tone and society's prejudice favouring white and fair skin tones. The experiences of bullying, social shame, guilt and low esteem were also vivid.

This study reveals women's exposure to negative experiences of skin-tone-based discrimination prevalent in Indian society. This is one of the first kinds of such study in India that captures the dark-hued women's recurrent phenomenon of discrimination in their daily lives. It further shows that skin-tone bias and discrimination are widely prevalent and practised despite the claims that Indian society is free from skin-tone biasedness and subsequent discrimination.