Cultural studies, which includes cultural text is a very clear cut discipline and is in fact a full fledged discipline. It acts as a way of life for a group, a community and is not constant but ever emerging and changing.

Films to a great extent help in promotion of a cultural identity in the society. They have been a popular and much accepted entertainment medium since pre-colonialisation days. Films bring to us the ambience of a make believe world and this is one thing that the Indian movie viewing audience crave for. In fact, with the coming of Bollywood movies, quite a kind of revolution started in India. Comparing the Bollywood film industry to that of some other country, we can say that it is quite large with the number of movies being churned out every year, whether be it box office hits or flops. The style of a Bollywood films too has changed throughout the years and today technology is allowing individuals to watch Bollywood movies that are more realistic. The Indian audience tends to watch Bollywood movies that feature a mix of genres such as drama, music, action, adventure and tragedy. In Hindi parlance this is referred to as a 'paisa vasool' meaning complete value for money.

Talking about movies on genre basis, patriotism is always one of the main themes with which Hindi movies have carved a niche for themselves. Swades is one such movie which comes to my mind. Untypical of a Shahrukh Khan Bollywood flick, out here it was about the real India and the problems people face with. Some very controversial issues are tackled ie, caste discrimination and how tradition can sometimes prohibit progression. It also sends across a strong message of India calling to all non-resident Indians and persons of Indian origin living across different countries of the world. Swades is a simple, but serious story and with a message for NRI's. In fact, NRI in this film is given a new meaning: non returning Indian! It is not the same as Gowariker's Oscar nomimated Lagaan, in scope and entertainment, but certainly has similar themes; namely the protagonist being at conflict with the social system and trying to win the support of people to change it. Even the structure of the story is similar. However, the treatment of this subject is much more serious and while there are some light hearted comedic moments, most of the film is very serious and deals with depressing contemporary issues of poverty, caste system and illiteracy in some parts of rural India and does it sensitively, subtly and slowly. Though comparisons with Lagaan are bound to be there, but in some ways it's different than Lagaan. Primarily, for the authenticity and real-life feel unlike Lagaan which was a finely crafted fairly-tale. Lagaan is all about emerging victorious and fighting against the odds. You enjoy it when you see it. Swades is about the conscience trauma of an Indian, urging him to come back and do something for his country. Another asset of the film is Shahrukh Khan, looking ordinary and real but in an extra-ordinary performance.

Talking about other genres of films, there is Mr & Mrs Iyer where love blossoms even amidst terrorism. Aparna Sen being the winner of the Junior Jury second prize for Best Director at the 55th Locarno International Film Festival, Switzerland, conceptualised this film as a love story set amidst violence but ultimately it also covers a lot of other society and community related issues. On the whole, the film reflects ace director Aparna Sen's humanism depicted through finely blended emotions. It mirrors a frightening reality in the wake of the World trade Center attacks and the Gujarat carnage through a masterfully told story. Sen using her masterful strokes behind the lens captures contemporary India, its people and the social and political complexities within which they exist.
Experimentation has always been a part and parcel of Bollywood movies. Unlike the movies portraying the happy married life, rituals of 'karva chauth', 'suhaag raat' etc, Hindi films are unfolding new concepts from time to time before the society. Songs in hindi films has always been and till date has been an integral part of the story. Since songs are a pivotal part in Hindi films, it is easy to see why films turn to be a popular choice of people in India. Music videos specially made provides an excellent option for the lyricist and music director to display their talents. In fact, the music video has changed drastically in Indian film as the new wave of modern music has changed in accordance to what individuals and households are listening to. A combination of hip hop, rock and funk which have cooler lyrics and appear to appeal more to a youthful audience.

Talking in such a sense, a new trend in Bollywood film was introduced through a lot of offbeat movies like Fashion where concepts unknown to the Indian diaspora were introduced. Fashion being the journey of the rise and fall and phoenix like re-birth of India's number one supermodel. Set against the glittering backdrop of the glamorous but ruthless world of haute couture in India, this is the story of a one small town girl with a dream and the determination to make it big and a reality in the modelling circuit.

Meghna Mathur knew in her bones that she was meant to be famous. Ever ambitious and bright with stars in her eyes, even as a girl with conservative parents from a small North Indian town, she dared to dream of bright lights and the big city, Mumbai.

The world of fashion – the clothes, the colours, the make-up... all of these form a part of a fascinating world that Meghna longed to be a part of. Meghna never wanted to compromise on anything on her journey to success. She reaches the peak of her success and rises to walk the ramps for leading designers across India. The fashion world lies at her feet – the parties, the brand endorsements, the photographers, the models, the romance and of course - the shows. However, Meghna slowly starts to pay the price for her fame and her journey to the top. Her attempt at a comeback was going to be a near impossibility. However, she was never a woman to turn away from a challenge.

Fashion' explores the world of style through the emotional personal journey of the key people that make the industry - the dream-weavers of that elaborate world of glamour: the models, designers, photographers, businessmen, agencies etc and whether in the world of image makers, it is possible to conquer it and remain true to yourself.

Thereby, nowadays Hindi movies are not only a way to depict the common life of the Indian individual, but they are also a medium that allows the nation to get a better glimpse of India as a country, also the changes that we can see in the Indian society. Today, the entertainment world revolves around movies and movie stars. Bollywood is no exception to this. Music, movies, feature films and videos all make up the popular Bollywood entertainment industry today. Bollywood entertainment has been able to easily capture audiences. Much of this credit goes to the captivating starts. The charismatic appeal of the stars we ape sets precedents for us to carry out our way of life with such an ideology and perspective in fact.