Thus, one has to belong to an “elite” class of society to be able to enjoy the luxurious services that the elite matrimony promises. But, such forms of media and commercial practices are constant reminders and reiterations of either our ability or disability to be part of a certain cultural environment, viz the elite culture. The page three parties are along the same line and tradition.
The advent of western brands and the concept of the much palatial and westernized malls have further fomented the issues of class and cultural binaries. Our ever growing inclination towards the western culture has not only uprooted us from the basic understanding of our traditional cultural practice, but has also denied us the reflexive power to think prudently about our own being.
A healthy society functions well when it is empowered to accept and appropriate such cultural practices as are expedient for its growth. In contrast, the Indian societies have acquiesced to the class hierarchies that are propagated through the influence of commercial media practices. After all, the people’s desperation to flaunt their wealth and the itch to live in elitism promote elite matrimonial services’ business: The extravagant demands beget extravagant supplies. This also holds true for the sudden urge among people to shop western brands and purchase western goods and products. There is a race in our societies of who can afford how much, and such are the standards that decide the concept of being elite in the extant cultural scenario.
Although it is true that the traditional India was also the one where class based hierarchies existed, yet these hierarchies were need and work based: the ancient Indic society could not have functioned without the rule of the kshatriya (the rulers) the teachings of a Brahmin, the economic influx brought in by the vaishya (traders) and the other duties by the shudra (servers).
These hierarchies only highlighted functional differences and other than this, no person, belonging to any of these classes, was looked down upon. There weren’t derogatory or selfish motives to create a divided society. However, today, the cultural scenario has completely changed. Despite various reformations and social progressions, classes continue to exist and what is more is that they are propagated directly or indirectly though commercial media practices and our non chary attitude towards globalization and an unwise acceptance of it.
Perhaps, Homi Bhabha’s much predicted Indian cultural standing based on the coexistence of both western and eastern cultural practices has been proved wrong. There is an ever growing shift towards the west and a relentless effort to become one like them. The cultural hierarchy of the western superiority over the east that once seeped into the native Indian mind during the era of colonialism still continues to grip our mental attitudes. In such a context one is compelled to think that inside the masquerade of progression, whether the Indian society witnessing a cultural and ethical set back or not.
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