The Digital Popular in India: Mainstreaming the Marginal

This book will look at digital popular cultures in the post-millennial Indian context and trace patterns of consumption and forms of agency that it engenders thus offering an interpretative analysis of digital content on different platforms.

The book consists of three sections. The first section centres around novel practices such as transnational consumption of digital popular content. The second section deals with influencer marketing and the ways in which mediated personalities get transformed. The third section includes textual analysis of OTT and other digital content in order to understand its effects on refashioning social identities such as class caste and gender.

Author: Deepali Yadav

Publisher: Palgrave MacMillan

Publication Date: Nov 25, 2023

Number of Pages: 146 pages

Binding: Hardback or Cased Book

ISBN-10: 3031394348

ISBN-13: 9783031394348