![Sample our Social Sciences journals, sign in here to start your FREE access for 14 days]({"type":"image" , "src" : "/sda/110822/TOC-Subject-Sample-2021-Social-Sciences.jpg"})
ABSTRACT
On 24 April 2019, the New Delhi-based news agency, ANI, telecasted a ‘non-political’ interview of Prime Minister Narendra Modi conducted by Bollywood star Akshay Kumar. Regarded as a PR coup, particularly in the context of the ongoing Indian parliamentary elections, the ‘freewheeling’ interview underlined Bollywood’s increasing proximity with the Modi-led BJP government. Employing a detailed analysis of the interview and the subsequent controversy, I examine the Bollywood star’s role in disseminating political rhetoric, underlining in the process both shifts in discourses of Hindi film stardom, as well as the increasing politicisation of the new media ecology. In doing so, I also highlight the long-standing relationship and presence of Hindi film stars in the political arena, a fact that has received scant scholarly attention. As social networking sites like Twitter are inundated with selfies of Bollywood stars with Prime Minister Narendra Modi and hashtags like #CelebritieswithNamo and #ModiWithAkshay, it is imperative to analyse this emergent confluence of the political and the popular. Thus, using the Akshay Kumar–Narendra Modi interview as a case study, I examine not only the relationship between Hindi film stars and politics but also, the role of social media in shaping the current dynamics.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Correction Statement
This article has been republished with minor changes. These changes do not impact the academic content of the article.
Additional information
Notes on contributors
Sreya Mitra
Sreya Mitra is Assistant Professor at the Department of Mass Communication, American University of Sharjah, UAE. Her research focuses on popular Indian cinema, television and new media discourses in South Asia, stardom and celebrity culture, fandom studies, gender, globalisation, and culture industries. She has presented her research at various international conferences and her work been published in edited collections, Reorienting Global Communication (2010), Transnational Stardom (2013) and Nation, Nationalism and the Public Sphere (2020), and peer-reviewed journals, South Asian History and Culture (2012), Celebrity Studies (2018, 2020) South Asian Popular Culture (2020) and Transformative Works and Cultures (2020).