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Communicating India’s Soft Power: Buddha to Bollywood - download pdf or read online

By Daya Kishan Thussu (auth.)

ISBN-10: 1137027886

ISBN-13: 9781137027887

ISBN-10: 1137027894

ISBN-13: 9781137027894

ISBN-10: 1349439819

ISBN-13: 9781349439812

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Sample text

According to a report by the US-based Digital Policy Council, 75 percent of world leaders tweeted in 2012: 123 world leaders had their own Twitter accounts or had set one up through a government office. In 2012, there were more than 24 million followers of President Barack Obama’s Twitter feeds. After his victory in the US Presidential elections in November 2012, Obama’s account sent out the Tweet: “Four more years” along with a photo of himself and the First Lady, which became the most re-tweeted Tweet worldwide.

Indian ideas have traveled across the globe—from the peaceful spread of Buddhism across Asia to the Gandhian message of nonviolence in the twentieth century—enriching and exchanging other cultures but also absorbing and assimilating. At the heart of these exchanges was a quest for knowledge and coexistence, as exemplified by Nalanda University in eastern India, a Buddhist monastic center of learning from about AD 427 to AD 1200. It attracted students and scholars from all over India and beyond—from Greece and Persia in the West to Tibet, Korea, and China in the east, until the twelfth century, when the Turks who ruled northern India destroyed it as promoting idol-worship.

The Qatar Foundation funds cultural and educational programs across the Arab world and beyond. Like Qatar, Venezuela’s late President Hugo Cha’vez had also used revenues from energy resources to promote its profile across Latin 34 Communicating India’s Soft Power America. Cha’vez-supported Telesur—Latin America’s first regional news network—was set up to promote his version of a pan-American discourse. The Venezuelan government had even tried to reach archrival the United States where it has “placed television ads for CITGO, a company owned by the Venezuelan state, stating that households in the United States receive subsidized heating oil as a ‘gift of the people of Venezuela’” (Corrales, 2009: 100).

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Communicating India’s Soft Power: Buddha to Bollywood by Daya Kishan Thussu (auth.)


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