Local Consumption of Global Popular Culture

Indian filmas a kind of global pop culture has been consuming broadly in Iranian  society. This is not a new phenomenon and is traced back to 1950s decade. But till now their process of consumption and the kind of relation with which Iranian audience make have not been studied. The present study using the cultural studies tradition examines the readings of Zahedans's people to explain the problem. The study has deployed the "combined-qualitative" methodology which simultaneously includes : 1) inferring social, ideological and technical codes of Indian films;2) analyzing the socio-cultural backgrounds of audience; 3) perception of audiences 'readings. The results show that the Indian popular films as a sort of global popular culture, generates the structures and power relations in the world of narration which is highly affected by the dominant structures and relations of power  in the Indian society. While due largely to the effect of globalization the global popular culture is consumed locally, its discourse articulation in relation to the identity of the consumers, even quite, would be change. The context of global popular culture could provide a ground the local consumers to break the mold of time and space and overcome their cultural, social and political limitations.