International Journal For Multidisciplinary Research

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Myth as Commodity

Author(s) Dr. Deepak Dongre. G
Country India
Abstract The present paper undertakes an examination of how Hindu mythology functions as a strategic cultural commodity within the contemporary Indian publishing industry, taking the mythological fiction of Amish Tripathi — principally the Shiva Trilogy (2010–2013) and the Ram Chandra Series (2015 onwards) — as its primary empirical and analytical case for this purpose. Situating the argument within Raymond Williams's theory of media institutions as cultural producers, Pierre Bourdieu's sociology of the literary field, and the political economy of publishing as it is articulated by John B. Thompson, the paper contends that publishers, over-the-top streaming platforms, digital recommendation algorithms, and cross-media marketing systems is not neutral conduits for pre-existing cultural content but active agents in the production of meaning who shapes that content at every stage of its circulation. The paper analyses how these institutional forces shapes the narrative content, formal structures, and ideological orientations of Tripathi's mythological fiction, arguing that the re-engineering of the Shiva and Rama myths for a post-liberalisation, aspirational Hindu middle-class readership is as much a product of market logic as of any literary imagination that the author himself brings to the material. By foregrounding production conditions rather than textual content alone, the paper advances a methodological argument for a political economy of popular mythology in India that is attentive to the structural relationship between capital, technology, institution, and narrative.
Keywords Amish Tripathi; myth; publishing industry; cultural production; OTT platforms; Raymond Williams; Bourdieu; literary field; Hindu middle class; political economy of culture
Published In Volume 3, Issue 5, September-October 2021
Published On 2021-09-10
DOI https://doi.org/10.36948/ijfmr.2021.v03i05.81519
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