Question 6, Exotic and Globalization

In Sanjukta Ghosh’s “Con-Fusing” Exotica Producing India in U.S. Advertising” article, Ghosh argues that although there is a lack of Asian Indians portrayed in the media, aspects of their culture are “robbed” by companies and advertised under the conception that it is “exotic”. This video illustrates these ideas of “Exotica” and globalization in many ways. Firstly, The Video creates a distinct separation between the two cultures involved. The video really emphasizes the culture of India as being foreign and exotic. It doesn’t show much evidence of a “developed civilization”, and Conan takes part in the “culture” of this foreign place by riding an elephant, speaking the language, and creating silk curtains from scratch. Overall the video is a good example of ways in which the media portrays “exotic”. The effects of Globalization can be seen in this video when Conan interacts with the female natives through suggestive flirting gestures and gossip associated with American social interactions. It can also be seen when they emphasize that the curtains were brought to the States from India.