A Study of Socio-cultural Images of Non-Hindi People in Bollywood Movies

This study explores the socio-cultural representation of non-Hindi-speaking characters in Bollywood films from 1970 to 2024, focusing on their roles, cultural markers, and audience perceptions. Despite India’s linguistic and cultural diversity, Bollywood cinema, dominated by Hindi narratives, has historically portrayed non-Hindi-speaking individuals in stereotypical or secondary roles. Using qualitative content analysis, this research examines selected films across decades, identifying patterns, trends, and transformations in these portrayals. Anchored in Antonio Gramsci's theory of cultural hegemony and Stuart Hall's encoding/decoding model, the study reveals how Bollywood reinforces or challenges cultural hierarchies through its narratives.

Findings suggest that non-Hindi-speaking characters are often relegated to minor roles, depicted as comedic figures, or associated with antagonistic traits, perpetuating cultural biases. However, recent years exhibit a gradual shift toward more nuanced and inclusive representations. The study highlights the significant impact of these portrayals on audience perceptions, shaping attitudes toward India’s linguistic and cultural diversity.

This research emphasizes the need for Bollywood to adopt authentic and respectful representations, promoting inclusivity and fostering unity in India's multicultural society. The findings contribute to broader discussions on cultural equity in media and underscore the responsibility of cinema as a medium of social cohesion and representation.