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Ligne n°202 : ...- Ligne n°203 : For me, though, the arrival of these two companies, so emblematic of American consumerism, and so emblematic, too, of the West Coast techie culture that has infiltrated India's own booming technology sector, is a sign of something more distinctive. It signals the latest episode in India's remarkable process of Americanization.
Ligne n°212 : ...- Ligne n°213 : This reconciliation -- this Americanization of India -- had both tangible and intangible manifestations. The tangible signs included an increase in the availability of American brands; a noticeable surge in the population of American businessmen (and their booming voices) in the corridors of five-star hotels; and, also, a striking use of American idiom and American accents. In outsourcing companies across the country, Indians were being taught to speak more slowly and stretch their O's. I found myself turning my head (and wincing a little) when I heard young Indians call their colleagues ''dude.''
Ligne n°214 : ...- Ligne n°215 : But the intangible evidence of Americanization was even more remarkable. Something had changed in the very spirit of the country. The India in which I grew up was, in many respects, an isolated and dour place of limited opportunity. The country was straitjacketed by its moralistic rejection of capitalism, by a lethargic and often depressive fatalism.
Ligne n°226 : ...- Ligne n°227 : Hers is a lament -- against rapid development, against the brutality of modernity -- that I have heard with increasing frequency. India's Americanization has in so many ways been a wonderful thing. It has lifted millions from poverty, and, by seeding ideas of meritocracy and individual attainment into the national imagination, it has begun the process of dismantling an old and often repressive order. More and more, though, I find myself lying awake at night, worrying about what will take the place of that order. The American promise of renewal and reinvention is deeply seductive -- but, as I have learned since coming back home, it is also profoundly menacing.
Ligne n°241 : ...- Ligne n°242 : This article has been revised to reflect the following correction: A photo caption with an opinion article about the Americanization of India last Sunday incorrectly identified the mall in the image. It was the Express Avenue mall in Chennai, not Mantri Square mall, which is in Bangalore.