Television and Material Culture: Mediating the Temporal and Consumerist Practices in Pre-liberalised Kerala
The introduction of television in Kerala was an event marked by the encounter between spatial practices, discursive structures and visual paradigms. As a result, it becomes important to contextualise television’s presence in Kerala in the socio-economic conditions that defined the region in and around the time when television was introduced. This would provide some seminal cues about the mutual imbrications between television and its politico-discursive context. The present paper tries to look into the ways in which television fashioned new spatio-temporal practices and embodied various consumerist tendencies in pre-liberalised Kerala to argue that television is an artifact grounded in the region’s cultural values and material aspirations. The first section looks at how television-viewing and the socialities formed around the act were ‘timed’ by television. In the second section, the paper studies the popular advertising strategies employed to market television as a ‘tamed’ object that is representative of the consumerist aspirations that defined the region.