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Soft power: looking beyond American hegemony

An Interview by Daya Thussu, published by Media Asia

Global flows of media and culture have grown not just in volume but also in complexity. While there are still striking imbalances in favor of the advanced industrial societies, it is hardly the case that Asian societies are merely passive recipients of Western ideas and cultural products. Among the scholars trying to make sense of these patterns, Daya Thussu has been a leading light. His many books include the edited volume, Internationalizing Media Studies (Routledge, 2009). He also wrote the first book-length study of India’s soft power, Communicating India’s Soft Power: Buddha to Bollywood. Originally published by Palgrave Macmillan in 2013, a South Asian edition has just been published in 2016 by Sage India. Media Asia editor Cherian George asked him about his research on soft power and the broader agenda of de-Westernizing media studies.

Soft power looking beyond American hegemony

To cite this article: Cherian George (2016): Soft power: looking beyond American hegemony, Media Asia, DOI: 10.1080/01296612.2016.1222477

Daya Thussu

About Daya Thussu

I am Professor of International Communication and Co-Director of the India Media Centre, the world's first academic centre dedicated to the study of media in India and its globalizing tendencies. I have published extensively in the field of global media and communication.


Daya Thussu
2 February 2017
Published By
Media Asia
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