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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.

Centres around novel practices such as transnational consumption of digital popular contentIncludes 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