The article discusses Saritā, one of the best-selling Hindi magazines of the 1950s, and the part it played in the establishment of the Hindi ‘middlebrow’ reader. While a rich and vibrant journal culture in Hindi had existed since the nineteenth century, what distinguishes the post-1947 Hindi popular magazine is the emergence of the middle class as a burgeoning consumer. Saritā defied prescriptions of Nehruvian state building, as well as the right-wing discourses of nationalism and national language prevalent in the post-Independence space. In addition, it reconfigured biases towards gendered reading and consumption processes, as well as encouraging increased reader participation. This article argues for Saritā’s role in the creation of a middlebrow reading space in the period immediately following Independence, since it not only packaged what was deemed wholesome and educational for the family as a unit, but also, most significantly, promoted readership in segments, with a focus on each individual's reading desires.

中文翻译：

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萨丽塔和 1950 年代印地语中眉读者

文章讨论了萨利塔，1950 年代最畅销的印地语杂志之一，它在建立印地语“中庸”读者方面发挥了作用。虽然自 19 世纪以来就存在着丰富而充满活力的印地语期刊文化，但 1947 年后印地语流行杂志的不同之处在于中产阶级作为新兴消费者的出现。萨利塔无视尼赫鲁维亚国家建设的规定，以及在独立后空间盛行的民族主义和民族语言的右翼话语。此外，它重新配置了对性别阅读和消费过程的偏见，并鼓励增加读者参与。本文主张萨利塔在独立之后的时期内，他在创建中庸阅读空间方面发挥了作用，因为它不仅将被认为对家庭有益和具有教育意义的内容打包成一个单元，而且最重要的是，它还促进了分段阅读，重点关注关于每个人的阅读欲望。