The Causes of Higher Indian Representation in Anglo-American Media: The Underrepresentation of Pakistanis

by Fatima Nadeem

Introduction

This study explores whether more Indians are frequently represented in Western media (to be specific, Anglo-American media) than Pakistanis, its causes, and possible ways to address it. It is important to represent multiple groups in order for their lives and experiences to be more acknowledged and validated, and to foster tolerance in people outside of the represented group. There has been a gap in researching this specific topic; therefore, in order to enlighten more people, this study aims to shed light on this issue.

Methodology

The study conducted a qualitative review of secondary sources in order to examine the factors influencing the representation of Indians and Pakistanis in Anglo-American media. The sources were identified through online search engines and include reports from international organizations, industry publications, demographic data, peer-reviewed journal articles, and analyses of media representation. Recent and credible sources were included in order to ensure the reliability and accuracy of the findings made.

Discussion

It is important to acknowledge the fact that India has a larger population in comparison to Pakistan. According to Worldometer, the United Nations Population Division estimates the population of India in 2026 to be 1,476,625,576 (ranking 1st), in comparison to Pakistan, which has a population of 259,299,791 (ranking 5th) (Worldometer). A larger population means that there are more actors, writers, journalists, and creators working in media and entertainment (including but not limited to Anglo-American media). However, a question may be raised that Pakistan has a large population as well that rivals many other countries, and the severe lack of representation doesn't quite "add up." One contributing factor is India's greater global visibility that it has achieved via its entertainment, technology, and business sectors. Professionals of Indian origin are well represented in fields such as academia, business, technology, entertainment, and journalism; the flow of not only skills but also capital benefits both the host and home country, further fueling India's development. When communities are able to attain influence in different societal structures, they are able to finance and take part in projects that tell their stories (Basu et al.). Another point to consider is that despite Pakistan's entertainment industry (Lollywood) being well respected for its TV dramas, it simply doesn't have the same global reach as the Bollywood industry, which has had worldwide recognition for decades, resulting in Western audiences being familiar with Indian music, fashion, food, and culture, making studios more willing to add Indian characters in their stories (UNESCO Institute for Statistics). Also, since India has a large market size, Anglo-American media has to deeply consider whether their product will appeal to Indian audiences in order to generate more income. This creates a higher incentive to include Indian characters in shows or movies instead of Pakistani characters since the country has a smaller market (Federation of Indian Chambers of Commerce and Industry). One should also consider the historical aspect; after the events of September 11, 2001, Pakistan has consistently been portrayed by Western media through high coverage of terrorism, security issues, and conflict, resulting in a negative perception of the country by Western audiences (Shah). A noteworthy point is that the Indian diaspora has built itself numerous networks and organizations in the United Kingdom and the United States, such as alumni and student groups (High Commission of India; Indian Student Associations in US Universities), non-government organizations that promote Indian culture and interests (such as the Global Indian Diaspora Foundation in the USA and the UK-based Global Indian Organisations), as well as professional groups like TiE (The Indus Entrepreneurs) in the United States and IPLUK (Indian Professionals in London & UK) in the United Kingdom. These groups help to create networking opportunities for creatives, as well as promote Indian films, organize events where talent can be discovered, and increase the interest of the Western public in Indian culture, helping to foster an environment where Indian creators have stronger opportunities and connections, making more Indian voices heard as a result (Indiaspora). 

Results

The findings of this study point to Indians having greater visibility in Anglo-American media in comparison to Pakistanis. This is based on the sources reviewed, and the factors that resulted in this outcome seem to be more interlinked than one may think: there is a combination of economic, demographic, historical, and institutional factors. Due to India's larger population, there are more individuals working in major fields, resulting in a surge in opportunities for their ideas to be heard by Western audiences. Bollywood's global success has also made Indian culture widely known to the masses, making it more likely for Anglo-American media to include Indian characters in their productions. In addition, the large market in India creates an incentive for these outlets to appeal to that audience in order to generate more revenue. Pakistan's portrayal in the media has hindered cultural representation. Furthermore, the massive professional and extensive network established by the Indian diaspora in the United States and the United Kingdom has helped to increase the visibility of Indian talent, allowing them to share their stories in Anglo-American media. Pakistani underrepresentation is not only the result of India’s success, but also stems from factors such as post-9/11 media narratives, the global reach of Pakistan’s entertainment industry, and differences in diaspora networks.

Limitations

This study, however, has its limitations. It relied entirely on secondary sources, rather than conducting quantitative analysis of different forms of media or collecting original data. Secondly, this study focuses specifically on Anglo-American media, and therefore one cannot generalize Western media as a whole. Thirdly, representation was discussed in terms of visibility and the frequency of Indian and Pakistani representation, rather than the quality or accuracy of that representation. It is important to acknowledge that greater representation does not always mean accurate/positive representation. Finally, because the industry is prone to change, future studies with wider datasets may provide a more comprehensive approach and understanding of how this representation shall evolve as a whole.