Constructing ‘Gujaratiness’: a critical analysis of identity framing in pre-revival Gujarati cinema (1932–2011)

The Gujarati film industry (Dhollywood), dating back to 1932, has experienced significant critical and commercial resurgence since 2011, marked by National Award wins and successful pan-Indian adaptations. However, this revival has followed decades of creative stagnation. This study critically examined the representation of regional identity in 50 commercially successful Gujarati films released between 1932 and 2011. Employing qualitative content analysis guided by the theoretical framework of agenda-setting, priming, and framing, this research deconstructs the cinematic construction of ‘Gujaratiness’. The findings reveal a consistent and hegemonic identity frame that is overwhelmingly rural, Hindu, and traditional, prominently featuring Saurashtrian settings, Rajput communities, and cultural symbols such as Garba. We argue that this framing was not an organic cultural expression but heavily influenced by industrial factors, particularly a state subsidy policy that incentivised formulaic productions for a niche rural audience. This has led to a disconnect between urban viewers and an industry-wide identity crisis. The study concludes that the pre-revival era’s narrow framing ultimately proved unsustainable, establishing the stage for thematic diversification and industrial renewal that characterizes Dhollywood’s contemporary comeback.