Abstract

This article analyzes the significance of the Rāmāyaṇa, a serial telecast on state-controlled television in 1987-88, to the neo-liberal shift and the rise of Hindu nationalism in India. Analyzing the inter-subjective structure of the TV serial and the audience it created, the article teases out the complex play of commodity fetishism and mythopoeic investment in the experience of the audience, and how the political right capitalized on these processes. It argues that the human compulsion to repetition and a jouissance consequent to a pre-existing collective unconscious were harnessed as able allies in this transformative process. The Rāmāyaṇa serial metonymically represents the ideological appropriation of the hysteric’s scream for god at the traumatic moment of neo-liberal arrival, both as a flood of commodities and as discursive hegemony. The religious discourse, I argue, was necessary to this transitional structure –the new economic order could only be ushered in the name of God. God was the necessary supplement of a culture apropos the new economy