ABSTRACT

Taking 2019 Bollywood blockbuster Kesari as a case study, this paper argues that contemporary film trailers are not just promotional para-texts: they can be powerful ideological texts too, as they become accessible, reiterative, and interactive through social media. The paper performs a discourse and visual analysis of trailer and trailer-users interactions to demonstrate that the trailer formulates and disseminates an Islamophobic, anti-secular, Hindu nationalistic discourse with coherence and complexity. It also blurs difficult questions regarding Indians' participation in the British Indian Army, and reclaims Sikhs as part of the Hindu nation in line with Hindutva ideology.

摘要

本文以 2019 年宝莱坞大片Kesari为例，认为当代电影预告片不仅仅是宣传性的副文本：它们也可以成为强大的意识形态文本，因为它们通过社交媒体变得可访问、重复和互动。本文对预告片和预告片用户的互动进行了话语和视觉分析，以证明预告片以连贯性和复杂性来阐述和传播仇视伊斯兰教、反世俗、印度教民族主义的话语。它还模糊了有关印度人参加英属印度军队的难题，并根据印度教意识形态重新将锡克教徒作为印度教民族的一部分。