The paper describes the role of ideological change in India's economic liberalization and provides evidence for it. Since the 1980s the most prevalent ideology has changed from condemning commerce and profit as anti-social, to tolerating—even applauding—commercial success. The paper reports on a content analysis of the most popular Hindi film each year since 1955, and finds that characters of rich merchants have changed from being portrayed as villains to being portrayed as heroes.
Source. (Nimish Adhia, Journal of Socio-Economics, June 2013). Alas, I did not find a draft of the paper online.