The Digital Popular in India: Mainstreaming the Marginal

Foreword
Contents
List of Contributors
1 Introduction: Mainstreaming the Marginal
	I
	II
	References
Part I Transnational Spaces
2 Hallyu 2.0 and Social Media in Manipur: Examining Cultural Formations Through User Generated Content
	Introduction to the Korean Wave: Origin and History of Its Evolution
	Hallyu in Manipur
	The Historical Evolution of Hallyu and Its Different Phases
		Hallyu 2.0
	K-pop: A Brief History
	A Brief Delineation of Subsequent K-pop Waves Since the Late 1990s to the Present
	The Intersection of Hallyu 2.0 (K-Pop) and Social Media
		Hallyu 2.0, K-pop, and Manipur
	References
3 Transnational Spaces of Digital Activism: Online Protests, Hashtag Culture, and Hysteria in Indian Digital Spaces
	New Media Discourse in the Digital Age
	Toward the Construction of a Shared Digital Space
	Online Protests and Hashtag Culture
	Hashtags and Agenda-Setting
	Conclusion
	References
Part II Social Mediations
4 #FoundItOnAmazon as Popular Media Practice: The Cultural Politics of Influencer Marketing Campaigns on Instagram
	Introduction
	Influencer Marketing—A Prisoner's Cave?
	The Influencer Effect
	The Indian Scene
	#FoundItOnAmazon: A Case Study
	Semiotics to Understand #FoundItOnAmazon
	Semiotic Landscape of #FoundItOnAmazon
	Conversational Styles in Content
	Use of Adjectives
	Visual Elements
	Tactics and Strategies
	References
5 Of Friendship, Love, and Community: Dalit Girlhood on TikTok
	Introduction
	Digital Space and Affective Engagement
	TikTok as Thirdspace
	Girlhood: Definition and Method
	Love, Friendship, and Relationships
	Conclusion
	References
Part III Rebuilding Identities
6 Figure of the Domestic Worker in “Maid in Heaven”: Study of Digital Untouchability in Contemporary Media
	Introduction
	Representation of Domestic Workers in Relation to the Family
	Humor and Casteism
	Digital Untouchabilities
	Findings and Discussion: Humor in “Maid in Heaven”
	Feudal Maternalism in the Urban Neoliberal Context
	Spatiality, Untouchability, and Domestic Work
	Conclusion: Online Othering and Digital Untouchability
	References
7 Gaze and Queer Autonomy? Representations and Possibilities on New Visual Media Landscapes in the Indian Context
	Introduction
	Gaze and Identification: An Analysis
	Trans Sexualities and Representation
	Conclusion
	References
Index