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Consuming Bollywood, Anjali Gera Roy

Journal of Religion & Film

Hindi popular cinema, marked with sartorial, visual and material excess, has paradoxically portrayed acquisition of wealth or unregulated consumption as inimical to the Chaturvarga philosophy, or the idea that an individual should seek four goods – Artha (wealth), Kama (pleasure), Dharma (duty) and Moksha (renunciation) - in moderation in order to lead a balanced life. While its visual imagery is largely oriented towards Artha or pleasure, Dharma, in its meaning as duty, has been the prime motivation of Hindi or Bombay cinema’s characters and structures the cinematic conflict and action. However, Hindi cinema appears to have undergone a phase-shift in …