Download or read book The Digital Popular in India written by Deepali Yadav and published by Springer Nature. This book was released on 2023-11-24 with total page 149 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.