Populism and South Indian Cinema

Karl Marx conceptualizes the idea of base and superstructure as the former having a controlling effect on the latter. The category of the society that controls the economic wealth acquires control over the “developed” culture over a period (economic determinism). Louis Althusser further develops this idea by defining Ideological State Apparatuses (ISAs) as the machineries used by the State, in addition to the repressive instruments in its command (RSA), in order to establish control over the masses. Media being one of the tools or apparatuses, impacts, and delivers to the masses, the “idea” that helps preserve the class in power. In modern-day democracy, in a context where the people feel disregarded by the groups in power, populism plays an important role in reaching and appealing to the masses serving the ruling groups and their hold over the reins of power. In simple terms, it refers to a propaganda tool for establishing control over the people. This study intends to study select South Indian Cinema (Tamil and Malayalam) as a populist tool.