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The representation of Indian culture and lifestyle has traditionally been mediated through literature, cinema, and ethnographic studies. However, the rise of digital platforms (YouTube, Instagram, and niche OTT content) has democratized and fragmented this representation. This paper critically examines the transformation of “Indian culture and lifestyle content” from monolithic, ritualistic portrayals to hybrid, hyper-local, and aspirational digital narratives. Using a mixed-method approach—combining content analysis of 150 top-performing lifestyle videos, interviews with 15 digital content creators across tier-1 and tier-2 Indian cities, and audience reception surveys (N=500)—the study identifies three key trends: (1) De-ritualization: everyday practices (cooking, dressing, home decor) are stripped of strict religious context and repackaged as aesthetic, secular lifestyle choices; (2) Regional resurgence: a significant shift from Hindi/English-dominant content to vernacular (Tamil, Marathi, Bengali, etc.) lifestyle storytelling; and (3) The diaspora effect: global Indian creators curating “nostalgia-luxe” content that blends tradition with Western minimalism. The paper argues that while digital platforms enable cultural agency and economic opportunity for creators, they also risk commodifying sacred practices and flattening deep regional diversity into algorithm-friendly tropes (e.g., “masala chai aesthetics” or “sustainable handloom hauls”). The conclusion offers a framework for evaluating authentic cultural representation in lifestyle media and suggests ethical guidelines for creators and brands navigating this space.
| Theme | Example from Data | Implication | |-------|------------------|--------------| | Aestheticization of rituals | Daily puja (prayer) filmed with cinematic lighting, ASMR sounds | Sacred becomes aspirational consumption | | Vernacular boom | Marathi “grandmother kitchen” series outperforming English vlogs | Rise of “cultural intimacy” over pan-Indian identity | | Diaspora fusion | Saree with sneakers; “modern kolam” with geometric patterns | Hybrid identity as marketable niche | | Sustainability marketing | Handloom hauls, zero-waste festivals (Ganesh idols from clay) | Eco-consciousness aligned with tradition (but often premium-priced) |
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Indian digital culture, lifestyle influencers, cultural commodification, vernacular content, diaspora studies, new media anthropology.
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