Overview
Centres around novel practices such as transnational consumption of digital popular content
Includes textual analysis of OTT and other digital content in order to understand its effects
Centres hashtag movements and argues that the different ways in which digital platforms have made audience participation
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Table of contents (7 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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.
Editors and Affiliations
About the editors
Deepali Yadav, PhD, is an Assistant Professor in the Department of English at Banaras Hindu University, India. She holds expertise in Popular Culture studies and her doctoral research is based on the representations of Mahatma Gandhi in Popular Culture. She has been awarded the Charles Wallace India Trust grant for conducting archival research at The British Library, London. She has also been a Visiting Fellow at CSRS, University of Victoria, Canada.
Vipin K Kadavath is an Assistant Professor of English at Banaras Hindu University, India. He received his PhD in cultural studies in 2017. His thesis titled “Historicizing Kshemam: A Study of Vernacular Political Discourse in Travancore, 1880s-1930s” His forthcoming publications include a translation of the Malayalam story “The God and the Sirkar” (Bloomsbury) and a book chapter “Kumaran Asan and the Poetics of Freedom: On the Moral Transformation in the Vernacular” (Orient Blackswan).
Bibliographic Information
Book Title: The Digital Popular in India
Book Subtitle: Mainstreaming the Marginal
Editors: Deepali Yadav, Vipin K. Kadavath
DOI: https://doi.org/10.1007/978-3-031-39435-5
Publisher: Palgrave Macmillan Cham
eBook Packages: Literature, Cultural and Media Studies, Literature, Cultural and Media Studies (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2024
Hardcover ISBN: 978-3-031-39434-8Published: 25 November 2023
eBook ISBN: 978-3-031-39435-5Published: 24 November 2023
Edition Number: 1
Number of Pages: XII, 146
Number of Illustrations: 1 b/w illustrations
Topics: Popular Culture