Rai recounts his event of attending the 1st exhibiting of a Bollywood movie in a single-screen theater in Bhopal: the sensory adventure of the exhibition house, the sound approach, the visible variety of the movie, the weigh down of the group. From that occasion, he elicits an realizing of cinema as a traditionally contingent event of enjoyment, a spot the place the limits of identification and social areas are dissolved and redrawn. He considers media as a sort of contagion, without end mutating and spreading, connecting human our bodies, organizational buildings, and energies, hence developing an inextricable bond among have an effect on and capital. increasing at the thought of media contagion, Rai lines the rising correlation among the postcolonial media assemblage and capitalist practices, comparable to viral advertising and the improvement of multiplexes and department stores in India.
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