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By:

Rupak Bardhan Roy

17 March 2026 at 8:04:57 pm

The Market of Fear

Alfred Hitchcock made fear a sophisticated form of entertainment. Above, James Stewart in Rear Window (1954) and Cary Grant in North by Northwest (1959). Let us begin where discussions of this kind usually begin, the market. Leaving thriller novels and short stories aside, market analyses of audiovisual thrillers suggest that the global OTT and theatrical market was projected to reach $10 billion by 2026. Although the United States remains its largest consumer, the vast Asia-Pacific...

The Market of Fear

Alfred Hitchcock made fear a sophisticated form of entertainment. Above, James Stewart in Rear Window (1954) and Cary Grant in North by Northwest (1959). Let us begin where discussions of this kind usually begin, the market. Leaving thriller novels and short stories aside, market analyses of audiovisual thrillers suggest that the global OTT and theatrical market was projected to reach $10 billion by 2026. Although the United States remains its largest consumer, the vast Asia-Pacific region—including China and the Indian subcontinent—is not far behind in terms of compounded annual growth. India’s audiovisual thriller market has reportedly been expanding by more than 9 per cent annually, with an audience of nearly 60 million viewers a year. The reasons for this rapid growth are not difficult to comprehend: provocative subject matter, polished presentation and, as an additional post-pandemic stimulus, the increasingly common habit of spending substantial portions of the day at home. But is this at all a problem? If I choose to spend my days and nights watching thrillers in a free country, whose concern is it anyway? What I am trying to convey is: there are humanist and psychological burdens of too much thriller consumption. To make this thesis of mine more accessible let's start with the psychology upon which this enormous market has been built. The Market Psyche Nearly eight decades ago, the relationship between the consumer’s fascination with thrillers and the industry built around it was mapped with remarkable precision by none other than the maestro of suspense, Alfred Hitchcock himself. It’s that obvious right? Who better than Hitchcock - one of the principal architects of the modern thriller market and the director of such celebrated classics as Shadow of a Doubt, Rear Window, Vertigo, North by Northwest, Psycho, The Birds among other gems - to have understood its psychological machinery better? According to Hitchcock, when we watch a crime or psychological thriller, we observe an intensely personal horror from an impersonal distance. We temporarily project ourselves into the consciousness of the terrified victim or the frightening situation. Yet, beneath that identification, we remain aware of our own security. In his own words: “In our subconscious, we are aware that we are safe, sitting in a comfortable armchair, watching a screen.” The master also identified an indispensable method for manufacturing suspense: “Suspense can be created by allowing the audience to play God.” The audience may know who the murderer is, while the characters do not. Suspense then emerges from a different question: will the characters discover what the audience already knows, or will they be mutilated before the narrative culminates? The spectator can therefore sit safely with a bucket of popcorn and think, “Poor creature—dead before realizing what was happening.” The audience possesses privileged knowledge and is allowed to observe the characters from an almost divine vantage point. The market recognizes this latent God complex, stimulates it and converts the spectator’s detached, sometimes disturbing pleasure into a saleable experience. In his essay The Enjoyment of Fear, Hitchcock offered another formulation combining identification with safety: “They identify themselves with fictitious characters who are experiencing fear … but … the price need not be paid … is the important factor.” To explain this, he referred to an analogy with roller coasters. For a few moments, the rider’s body, mind and senses might be thoroughly unsettled. Subconsciously, however, the consumer knows that an invisible structure of protection remains in place and that their life is not genuinely in danger. Do you see Hitchcock playing Frankenstein and we, his psychological creatures? The thriller market therefore rests upon two fundamental psychological conditions: An impersonal, almost God-like sympathy for characters in danger, a detached indulgence in their fear and psychological disturbance. Secondly, the temporary projection of oneself into uncertainty, accompanied by the subconscious assurance that one remains completely safe. A Cleveland Clinic discussion of media consumption and psychology suggests that women consume thriller content more frequently than men. Many women reportedly say that such content makes them more conscious of the dangers they may encounter within contemporary patriarchal societies and consequently encourages greater caution. Nor does the research claim that prolonged exposure to thrillers necessarily makes a person criminally inclined. The more credible concern is that the thriller market may reinforce existing prejudices and intensify social insecurity. In the United States, popular thriller narratives involving Black characters have often perpetuated racist stereotypes associating Black communities with criminality, addiction or sexual misconduct. In many Asia-Pacific societies, excessive consumption of thrillers may similarly contribute to an atmosphere of suspicion, insecurity and distrust. The possible consequences include greater instability in personal relationships and a broader culture of social intolerance. In a country like ours where intolerance has already become a serious feature of civic life, the concern is that thriller mania may add further fuel to it. The problem, therefore, is not the existence of thrillers or the experience of fear as entertainment. It is the transformation of that experience into habitual consumption. An endlessly expanding market repeatedly invites us to encounter other people’s fear, pain and vulnerability without paying any corresponding emotional or material price. From the security of our armchairs—the invisible shelter described by Hitchcock—we consume dramatized versions of other people’s struggles, anxieties and everyday suffering. Their danger becomes spectacle; their vulnerability content; and our psychological distance from their reality becomes the commodity being sold. This does not mean that watching thrillers automatically turns either you or me into criminals or morally corrupt individuals. The more relevant question concerns psychological well-being and social responsibility: how much is too much? (The writer is a Lead Process Engineer with GE HealthCare in France and a columnist with four books to his credit. Views personal.)

The ‘Exclusionary Vision’ Dilemma for Sovereign Countries

1 hour ago
5 min read

Sovereign nations protect their distinct cultural foundations while still upholding an inclusive vision of governance. The same principle should apply to India.

The ‘Universal Oneness Celebration’ event that was recently held in New York City attracted criticism that was only to be expected from certain obvious quarters who chastised the Rashtriya Swayamsevak Sangh (RSS) for having an allegedly ‘exclusionary vision’. In a free society, one can always express a personal opinion on the effectiveness with which the stated ideology or philosophy of any organisation is being implemented on the ground. However, labelling an organisation that considers ‘Vasudhaiva Kutumbakam’ as its core belief as having an ‘exclusionary vision’ is curious, to say the least.


We are living in a world of different sovereign countries, each with its own history, cultural identity that acts as a foundation for nation-building and, of course, its own international borders and immigration policies. It is interesting to see how different countries look at the cultural identity and ethos that shape them, and how they protect the foundation on which they stand while still championing their own ‘inclusive vision’.


Illusion of Contradiction

Take France as an example. The principles of Liberty, Equality and Fraternity were born out of the French Revolution. They serve as the guiding star for France. Many other countries in the world have also adopted these principles and drawn inspiration from them. Such noble principles, however, are never sufficient to define the foundation of a sovereign country that differentiates it from others.


While Liberty, Equality and Fraternity are held in high regard in France, the French language is the foundation on which France stands as a sovereign country. As it is often said, language carries with it not merely its grammar and vocabulary, but a whole culture of its own. Approximately 13 percent of the population in France has a mother tongue different from French. It is noteworthy how France looks at its cultural foundation — the French language — vis-à-vis the spirit behind the principles of Liberty, Equality and Fraternity enshrined in its Constitution.


Article 2 of the same French Constitution explicitly states that France has only one official language — French. From time to time, there are demands to grant official status to other minority languages, but they face tremendous political and legal resistance and are shot down. Other languages are denied even ‘co-official’ status because this is perceived as a direct threat to the deeply rooted ideology of the centralised linguistic unity of France.


It goes a step further. There is a concerted, systematic effort to preserve the ‘purity’ of the French language and fight the ‘invasion of English’, called Franglais. It is mandatory under the law, including the Toubon Law, to use the French language in government publications and workplaces, and to include a French translation if any English slogan is used even in a commercial advertisement. Similarly, although Italy recognises a few ‘minority languages’, its official national language is only one — Italian. The approach taken by Germany or Japan is broadly the same.


One cannot but wonder whether the same critics of the RSS would call an approach taken by France ‘exclusionary’. The fact is that every sovereign country has its own cultural foundation, which is the cause of its very existence. Countries go out of their way to ‘exclusively’ protect and preserve that cultural foundation. That does not mean, however, that France exclusively belongs only to the majority population whose mother tongue is the same as the national language. Nor does it mean that the State will treat its citizens differently based on their mother tongue, or give preferential treatment to the majority community over linguistic minorities.


It is in this perspective that one needs to look at the civilisational ethos dating back thousands of years that forms the foundation of the Indian subcontinent, and the historical context of events that led to India being born as a present-day sovereign country in 1947. How India should treat its cultural foundation is no different from how France, Italy, Germany or Japan should do it. Needless to say, neither India nor any of these other countries discriminate against certain citizens when it comes to governance and the rule of law. There is no contradiction or ‘exclusionary vision’ whatsoever in the approach taken by France, and the same should hold true for India as well.


Contextual Similarity

As far as the United States of America is concerned, neither any particular language, nor any religion, nor any ethnic origin independently defines the cultural foundation of that country. And yet, there is certainly an ‘American culture’ that defines the country and acts as its foundation. People from all over the world, with very different backgrounds, have migrated to that land and ‘American culture’ has assimilated them.


Although it may be difficult to define it very clearly, there is certainly ‘Unity in Diversity’ in American culture. The country calls itself ‘a melting pot’. It goes out of its way to protect this attribute through uniform civil laws that apply to all citizens regardless of their religion or ethnicity.


Not everything was just and fair in American history. However, American culture and its democratic ethos not only allow open discussion and debate on what was wrong, but also encourage action on the ground to correct historical wrongs. Former President Bill Clinton summarised it well in one of the presidential debates when he said: “There is nothing wrong in America that cannot be corrected by what is right in America.”


When it comes to immigration, whether for tourism or work, the US perhaps has been the most open country for several decades. Its policy towards even illegal immigration has been very soft. It has realised, however, that all this is being taken for granted by many countries and even deliberately misused. Any legitimate attempt, in the larger interest of the country, to change and tighten that policy and stop illegal immigration and settlement invites severe criticism. With that criticism, ironically, an otherwise very open and welcoming country gets painted as being very rigid and intolerant.


This specific aspect of American culture, and the criticism it faces, has a clear parallel with the civilisational ethos that forms the foundation of India. Indian culture has also assimilated people from many parts of the world for centuries. It too has its own ‘Unity in Diversity’ that is not very easy for many to define and appreciate. It also welcomes open discussion about historical wrongs and makes a sincere attempt to correct them.


The accommodating and welcoming nature — the ‘Atithi Devo Bhava’ psyche — implicit in Indian culture has also been deliberately and rampantly misused. Any attempt to enforce the law of the land invites the same criticism that the US faces.


Needless to say, India, like the US or any other country, would and should go out of its way to protect its cultural foundation. Doing so can be termed an ‘exclusionary vision’ only as part of a motivated agenda, if not an absolute unwillingness or inability to grasp and respect the cultural foundations of different countries.


There is a need to refine and temper the definition of the so-called ‘exclusionary vision’ for it to make sense in a world of sovereign nations that want to legitimately protect their individual identities in different ways. In other words, the very definition of ‘exclusionary vision’ itself needs to be more ‘inclusive’ in more ways than one.


Given its history, the US perhaps is the best country to appreciate what it means to espouse ‘Vasudhaiva Kutumbakam’ as an inclusive ideology. It is also the best country to appreciate the fact that attempts to prevent the deliberate misuse of an inclusive ideology cannot be termed an ‘exclusionary vision’.


(The writer has worked in the Information Technology sector. Views personal.)  

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