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Hindu nationalism or “Hindutva” refers to a nearly hundred-year-old ethnonationalist project seeking to redefine people living in India as “Hindu” based on a territorial, religious, and cultural identity. The goal of Hindutva is to reconstruct India as a “Hindu Rashtra” (nation) through the exclusion, intimidation, and assimilation of non-Hindu groups. Communication is central to the study of Hindutva because of its focus on revisionist historical narratives involving the repositioning and realigning of religious groups in the Indian diasporic context. For example, Hindutva deploys primordial and xenophobic discourses to frame Muslims and Christians as the enemy, while building solidarity among those who identify as Hindu. In transnational contexts, Hindutva employs key linguistic tropes including “feelings of pride” in being Hindu and “feelings of being offended” when Hindu practices are tarnished to advance its political agenda. The narratives of pride and offense resonate deeply with diasporic audiences and are key ways in which Hindutva is made visible in the public sphere today. The study of Hindutva can be situated within the broader literatures of nationalism, diasporic or long-distance nationalism, and ethnonationalism and is therefore inextricably tied to communicative processes linked to identity and citizenship. Terms such as “transnational Hindutva” and “neo Hindutva” describe the movement of Hindutva across borders, which takes place through on-the-ground practices as well as via online networks. A number of political and cultural organizations, collectively referred to as the “Sangh,” have been established since the 1930s to carry out the goals of Hindutva around the world. In the United States, the primary goal of the Sangh is to constitute a “Hindu American” identity separate from an Indian American identity. The study of Hindutva involves interrogating the expansive and savvy online and offline network of Hindutva organizing, which transmits Hindutva messages locally and globally. Hindutva logics, rhetorics, and narratives are disseminated through local community events, traditional media venues (e.g., newspapers and newsletters), and online social media networks. Social media messenger applications such as WhatsApp, Facebook, and Twitter play an important role in spreading some of the most virulent forms of Hindutva messages today and expanding the Hindutva network globally. Hindu Indians living in the United States have contributed greatly to the development of Hindutva both materially and in moral terms. In its “soft” version, American Hindutva embraces an egalitarian form of Hinduism highlighting the universalism and tolerance of Hinduism and obscuring its connection to the Sangh. In its “hard” version, American Hindutva provides moral and financial support for the political activities of the Sangh, including violence against minorities and the election of Hindu nationalist leaders. Indian Americans enter into diasporic nationalism because of experiences of social dislocation that comes with migration as well as experiences of racism in the United States, which create fertile grounds for the development of Hindutva. Long-distance ethnonationalism is also nurtured by right-wing populist leaders, who deploy media infrastructures to expand their influence. The election of Narendra Modi, a self-identified Hindu nationalist, as prime minister in 2014 and 2019 has revitalized Hindu nationalism in online and offline spaces in the homeland and in the United States.

Global branding has become a key strategic option for businesses and organizations to capture growth opportunities beyond national boundaries. In this context, global branding broadly refers to marketing brands across geographic markets. While the essence of branding remains the same—to achieve differentiation and relevance for competitive advantage, the discussions and debates surrounding global branding center on accounting cross-national and cross-cultural commonalities and differences regarding consumers’ brand perception and behavior. Geographic markets continue to be principally defined by the cultural unit of country, even as regionalization of markets and branding is growing. Research on global branding is therefore built on such spatial associations and cultural manifestations. Meanwhile, given the shifting geo-political economy and the onset of a technological age, the relative stability of cultural units in a connected global system is constantly being challenged. Both consumer identity and producer identity are in a state of flux. In this respect, global branding offers a window into who we are and what we aspire to be in an ever-expanding web of cultural mobility. This article highlights the main streams of research in global branding based on the core ideas and perspectives underlying recent studies in select English-language academic publications. It is intended not as a comprehensive survey but to open up analytical possibilities in this area of inquiry. The article begins with a discussion of the general business environment for global branding to contextualize the research endeavors in this space. It then examines the key topical domains and conceptual lenses in the extant literature. It concludes with observations about some of the gaps in current research and implications for future studies.

Partha Chatterjee (b. 1947) is one of the most widely read social scientists working in South Asia today. His work, located at the intersection of history, political theory, and anthropology, has been influential in cultural and literary studies as well as history and political theory. He was one of the founding members of the Subaltern Studies group, which undertook new research into colonial society and culture with a focus on peasant consciousness. Chatterjee’s major publications in the 1980s and early 1990s dealt with peasantry and politics, but also explored the domain of elite culture and ideology. An important concern in this phase was nationhood and community, with Gramsci’s idea of passive revolution providing a conceptual grid. Chatterjee emerged as a major theorist of nationalism in the wake of his books on the subject. Since the 1990s, he has attempted to conceptualize the new turn in Indian politics after the Emergency (1975–1977). The Foucauldian idea of “governmentality” has played a central role in this work. The concept of “political society” that he has developed in this phase has made a major contribution to the discourse on Indian democracy. Alongside, he has continued his research in the history of empire and colonialism, extending his investigations to the “early modern” period in Indian history. A critique of Western liberal political thought runs through all his recent work, uniting historical, cultural, and political explorations.

Homonationalism, as defined by Jasbir Puar, refers to the growing embrace of LGBT rights by (mostly Western) nations, as well as the parallel complicity of lesbian, gay, bisexual, and transgender (LGBT) individuals and associations with nationalist politics. First developed in the context of the U.S. “war on terror,” where the United States presented itself as exceptionally LGBT-friendly in contrast to “homophobic” Muslim others, the concept of homonationalism was quickly adopted by authors across the world and in different disciplines, writing on a number of LGBT-friendly in-groups in contrast to a number of homophobic out-groups. Besides the United States, other Western countries figure prominently as in-groups in this literature, particularly Western and Northern European ones, but also larger regions such as the European Union (EU) as well as subnations such as Catalonia and Québec. Muslims constitute the most prominent out-group in homonationalist discourses, although other groups and regions also appear, in particular, African countries and, in the European context, Central and Eastern Europe as well as Russia. In each case, a simplistic opposition is set up between a homogeneously modern and LGBT-friendly “us” and an equally homogeneous antimodern homophobic “them.” These discourses are prominent in (often right-wing) politics but are equally replicated across a range of media, which play a crucial role in the spread of homonationalist discourses but remain underexplored to date.

Racial thinking in the late Ottoman Empire and Turkey emerged out of a vast global network of hegemonic discourses. Modernity, colonialism, nationalism, and racism are mutually constitutive discourses with respect to their historical emergence in Europe, but they are also mutually constitutive as they emerge in other specific locations. Racisms that emerge subsequent and analogous to European racism help indicate the specific necessary connections among these kinds of broad overlapping discourses. The exploration of racism in Turkey holds significant potential for communication scholars as a means of refining theories of racism that do not typically focus on non-Western racism. The historical emergence of racism and racial thinking in Turkey also shaped the structure and content of Turkish nationalist history, making certain chronologies and “history-of-ideas” approaches to Turkish historiography fraught scholarly pursuits. Even explorations of the origins of the term Turk reflect this racial thinking, because the Turk concept only began circulating in the late Ottoman empire and early Turkish Republic alongside race science as the name of an ancient race. Race science is, however, only one domain of knowledge production and human experience, and it is not solely responsible for the invention of Turk as a race. Rather, modernization narratives of the 19th-century Ottoman Empire, a catastrophic series of wars in the Balkans, and contact with European nationalisms all uniquely helped establish racial thinking as a hegemonic discourse prior to the foundation of the Turkish Republic. More significantly, the horrors of the Armenian Genocide, the massive Greek population exchange, and policies of forced migration and assimilation toward Kurds during and after World War I materially established the hegemony of Turkish racial discourse and the presumed reality of a Turkish race itself. In the context of these events, Turkish nationalism must be understood not simply through its own idealistic lens as a project of civic republicanism, but instead as a discourse that emerged in connection with colonialist logics, racism, and modernity. Just as scholars have argued that European modernity is constitutively linked to colonialism and racism, Turkish nationalism embarked on a “modernizing” project beholden to colonialism and racism. Communication scholars interested in both the constitutive dimensions of discourse and the knowledge-producing effect of “universalization” as it appears in discourses like modernity, colonialism, racism, and nationalism will find that the Turkish historical encounter with these discourses offers important insight into the operation of universalization itself.

Race is important within U.S. society and globally. However, race also plays a significant role in communication, and research on its influence cuts across every conceivable area of the field, ranging from rhetoric to organizational communication to film studies to health communication. Race is discussed so much within communication that this article, although expansive, cannot refer to all the important work that has been done. Research on race and communication considers a broad range of racial, multiracial, and ethnic groups. Scholarship also ranges from more applied research to purely theoretical work. Critical and cultural studies work has significantly affected the way scholars think about communication and race. Specifically, concepts developed and explored have provided new lenses through which to understand communication and race. Nationalism, for example is significant. A nation is a collectively shared and discursively constructed identity. In thinking about nations as imagined communities cultural ties (such as language, ethnicity, and shared memories) are part of that identity. For racially marginalized groups, a nation may be a political organization at the same time as it is a collectively identified political group based on racial ethnic ties, ancestry, or simply politics. The concept of transnationalism, on the other hand, relates to cross or “trans” national relations, ties, and processes, processes that globalization has accelerated and strengthened, such as the movement of capital, media, and people which in turn has shaped local happenings and vice versa. When coupled with nationalism and transnationalism, race plays a mediating role, helping to govern and regulate people, relationships, and sometimes the very reason for relationships existing.

The concept of nation-state has historically been defined as peoples having some manner of territorial and political self-determination; cultural, linguistic, or religious affinity; and economic independence. Recent forces of globalization have made the nation-state increasingly vulnerable to and dependent on capital, corporations, and/or more powerful states. Such integration of the nation-state in the global world has also led political actors to reverse course and seek ethno-nationalist agendas where differences in race, ethnicity, religion, gender, caste, and other identity markers are used to inflame fears or defend against economic, cultural, and environmental dislocation among a nation’s citizens. Journalists face critical challenges as the nation-state gets reconfigured. These challenges include the rise of new media technology as a force of division and the rise of ethno-nationalism. Research shows that new media platforms expanded not only the definition of who can create content but also the range of topics covered. Positive opportunities, alternately, are undermined by the reality that non-media factors—historical, political, economic, and social divisions—continue to determine not only the diffusion and adoption of new media but also its influence; each nation has its own cultural equations and socio-historical footprints on which new media gets imposed. Journalists, as part of national media systems, increasingly find themselves operating in an environment where they are competing with non-regulated technologies and supra-national information landscape. A core belief propagated by new ethno-nationalists is an anti-media bias, where all news is perceived to be left leaning or “liberal” in nature and content, and therefore open to criticism and censorship. The reprieve from such narratives of ethno-nationalism is the model of global journalism, which makes possible transnational information sharing.

Understanding the procurement, preparation, and consumption of food as a form of communication, critical/cultural scholars approach food and food related activities as texts, asking questions about power, identity, political economy, and culture. The emergent field of critical food studies represents a growing interdisciplinary interest in taking food seriously. Approaching cultural practices as the site of resistance to and incorporation into hegemonic social structures, cultural studies orients us towards questions regarding the politics of food practices with an eye towards social justice. Framed by an awareness of the performativity of cultural practices, both food studies and critical cultural studies engage questions of subjectivity, symbolic meaning, institutional power, identity, and consumption. Broadly speaking, critical cultural studies scholars examine foodways—the cultural, social, and economic aspects of the production and consumption of food—as (a) symbolic repertoires for the production of social identity; (b) a site of cultural performance; and (c) a metaphor for race, class, gender, and sexuality within popular culture. These areas overlap, reinforce, and problematize each other, and are not intended to provide an exhaustive account of the approaches critical cultural scholars take when integrating food studies into their research. As symbolic repertoires, food, foodways, and cuisine are often understood as integral to articulating identity around nationhood, race and ethnicity, class, and gender. Food, foodways, and cuisine provide potent examples of how symbols construct knowledge and meaning. As a site of cultural performance, foodways are understood as part of a cultural system embedded within a matrix of rituals, values, and practices that comprise the rhythm of daily life. Paying attention to food as performance reveals the intricacies of our understandings of and negotiations between self and community; nostalgia and the present moment; home and away; family and individual. Finally, cultural studies deconstructs the metonymic functions of food as presented in media texts. Methodologically, this research provides a textual analysis of how particular foodstuffs function rhetorically within media texts. Theoretically, it provides an important addition to our understanding of the workings of hegemony within the context of food as a metaphor for race, ethnicity, and gender, particularly on cable networks, reality TV, and in film.

Paul Gilroy is a central figure in British cultural studies. From There Ain’t No Black in the Union Jack to Darker than Blue, his work has consistently interrogated what the political means for cultural studies, particularly with an eye toward making the world anew at some point in the near future. Indeed, Gilroy’s work suggests that the construct of the “political,” for cultural studies, has at least two interrelated meanings, both future-focused: (1) the political involves one form of investigation as a mode of entering into the conjunctural analysis; and (2) the political is also a nod toward black futurities as a mode of forever transforming said conjuncture. First, as noted by Stuart Hall, the cultural studies scholar has the responsibility to “necessarily abstract” from the conjuncture to begin an analysis. What this means is, whereas disciplinary scholarship focuses on the cultural, social, economic, or the political as set boundaries, the cultural studies scholar can begin with the political, in the first instance, and this may (or may not) lead to an investigation of the social, economic, or cultural elements of the conjuncture. This is an inherent element of the interdisciplinary approach of cultural studies. For Gilroy, nationalism and fascism are political constructs that he begins with, in the first instance. These political constructs, then, disproportionately lead to questions of racism and colonialism, which are disproportionately left out of the larger British cultural studies project. Gilroy’s career outlines a position that arguably has changed very little in contemporary British cultural studies: that white men are largely the gatekeepers of what constitutes cultural studies, many of whom completely ignore race in their theorizations of nationalism and fascism, even when it serves as an absent presence. Further, this liberal position of cultural studies requires intervention. Thus, second, and as noted by Lawrence Grossberg, the political for cultural studies also assumes that one’s work should do something in the world; it should seek to forever transform the conjuncture. In short, cultural studies is not just a theoretical exercise, but it is about telling a “better story” that can lead to transformation in the world. Indeed, Gilroy’s treatise on “racelessness,” often considered a nod toward colorblindness, is actually his attempt to speak the world anew. Put differently, Gilroy’s project has always been concerned with “routes” toward a new construct of humanism to disrupt Western engagements with the human. Despite its potential for white liberalism, then, Gilroy views cultural studies as uniquely positioned to speak the world anew, to challenge the solidity of the Western human and its connections to the Western nation. This, for Gilroy, requires rethinking the future, not through Karl Marx’s communist future, but Frantz Fanon’s decolonial future. In short, black futurities are everyone’s future.

Cultural globalization has promoted seemingly opposing forces simultaneously, such as recentering and decentering, standardization and diversification, and renationalization and transnationalization. The intensification of transnational flows of media culture and the associated cross-border connection and communication has been destabilizing national cultural borders and engendering the formation of diverse mediated communities among hitherto marginalized people and groups within and across national borders. At the same time, we have observed the increasing pervasiveness of the inter-nationalized modes of media culture flows and communication—“inter-nationalized” with a hyphen is intentional—in the sense of highlighting the nation as the unit of global cultural encounters that resolidify exclusive national boundaries. The synergism of the process of market-driven glocalization and the state’s policy of soft power and nation branding has further instituted a container model of the nation, as the inter-nationalized circulation and encounter of media culture have become sites in which national identity is mundanely invoked, performed, and experienced. In this process, national cultural borders are mutually reconstituted as transnational cultural flows and encounters are promoted in a way to accentuate a nation-based form of global cultural encounter and exchange. While lacking in a historically embedded, coherent narrative of the nation, it works to institute a new, container form of the nation in which cultural diversity within national borders is not given its due attention and thus sidelined. Facilitation of border crossing of culture and communication does not necessarily accompany the transgression of clearly demarcated national cultural borders.

“Chineseness” is often depicted in public discourses within the People’s Republic of China (PRC) as an identity that blurs together varied notions of shared cultural heritage, as well as common descent, within discourses of a unified national identity. This combines what might be called “ethnicity” (as cultural heritage), “race” (as common descent, physical or intrinsic characteristics), and “nation” (as territory and political state) in complex ways. And yet, a standard position within Chinese discourses (and often replicated in non-Chinese scholarship) is that historically informing the present, Chinese notions of “ethnic difference” are based on differences in “culture,” thus precluding “racism.” This characterization in part derives from the narrative that Chinese history was an ongoing process of “sinicization”—namely “backwards,” “barbarian” ethnic groups eagerly assimilated into the “more advanced” Han “civilization,” thus becoming “Chinese.” However, there are numerous scholarly challenges to this narrative as historically inaccurate or overly simplistic, as well as challenges to the positioning of this narrative as not “racist.” The idea that an emphasis on civilization versus barbarism is “cultural” and not “racial” delimits racism to a narrow definition focusing on “biophysical” difference. However, wider scholarship on race and racism highlights that the latter rests on diverse articulations of hierarchical difference; this includes and mobilizes cultural difference as an active part of racist discourses predicated on the acceptance of ideas of the “inferiority” versus “superiority” of peoples, as well as notions of “purity” within discourses of homogeneous imagined communities. Increasingly, “being Chinese” is being conceptualized in PRC official rhetoric as a culturally, and racially, homogeneous identity. That is, not only is Han culture being positioned as emblematic of “Chinese culture” generally but also it is being asserted that all ethnic groups are descended from the Han and are thus genetically bound by “Chinese bloodlines.” Such discourses have repercussions for ethnic minority groups within China—most clearly at the moment for Uyghurs and other Muslim minorities who are positioned as “infected” by “foreign influences,” namely their religion. This is particularly clear in the contemporary sinicization campaign in Xinjiang (XUAR: Xinjiang Uyghur Autonomous Region), a region in northwest China that has gained increasing international attention due to the government’s use of “re-education” camps in a program it argues is designed to eliminate terrorism. The accompanying sinicization campaign involves a combination of propaganda emphasizing “Chinese socialist characteristics” and “core values” that should be adopted, an emphasis in the media on Uyghurs engaging in Han cultural practices as a demonstration of their loyalty to the state, as well as the removal of many visible signs of Chinese Islamic history and Uyghur culture. The turn toward politically policing culture is hardly new in China; however, the increasing emphasis on racial notions of identity—foregrounding physical appearance, genetics, lineage, and metaphors of “bloodlines”—is an attempt to turn a national identity into a “natural” one, something that raises urgent questions with regard to how China deals with the diversity of its population and the stakes in being, or becoming, “Chinese.”