Journal of South Asian Popular Culture , Vol. 19, Issue 3, pp. 245–263, 2022.
Representing Indian Culture and Lifestyle in Digital Media: A Study of Content Patterns, Authenticity, and Audience Engagement
Indian culture, lifestyle content, digital media, authenticity, influencer marketing, cultural representation.
This paper examines how Indian culture and lifestyle are portrayed across digital content platforms such as YouTube, Instagram, and regional OTT (over-the-top) services. With the rise of influencers, lifestyle bloggers, and digital storytellers, traditional representations of Indian customs, family structures, festivals, food habits, and clothing are being reinterpretated for global and domestic audiences. The study analyzes 150 digital content pieces (vlogs, reels, articles) produced between 2020–2022, using qualitative content analysis and semi-structured interviews with 25 content creators from urban and semi-urban India. Key findings reveal a duality: while some creators emphasize authentic, region-specific practices (e.g., indigenous recipes, folk rituals), others cater to a globalized “neo-Indian” lifestyle that blends Western aesthetics with traditional elements. The paper also highlights tensions around authenticity, commodification of culture, and the role of algorithms in shaping lifestyle content. It concludes that Indian digital lifestyle content is not a monolith but a contested space where modernity, tradition, and commercial interests intersect.
Dr. Anjali Sharma (Department of Media Studies, University of Delhi), & Prof. R. Venkatesh (Centre for Cultural Studies, Tata Institute of Social Sciences)
