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Social Media in South India

Venkatraman, S; (2017) Social Media in South India. [Book]. Why We Post. UCL Press: London. Green open access


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One of the first ethnographic studies to explore use of social media in the everyday lives of people in Tamil Nadu, Social Media in South India provides an understanding of this subject in a region experiencing rapid transformation. The influx of IT companies over the past decade into what was once a space dominated by agriculture has resulted in a complex juxtaposition between an evolving knowledge economy and the traditions of rural life. While certain class tensions have emerged in response to this juxtaposition, a study of social media in the region suggests that similarities have also transpired, observed most clearly in the blurring of boundaries between work and life for both the old residents and the new. Venkatraman explores the impact of social media at home, work and school, and analyses the influence of class, caste, age and gender on how, and which, social media platforms are used in different contexts. These factors, he argues, have a significant effect on social media use, suggesting that social media in South India, while seeming to induce societal change, actually remains bound by local traditions and practices.

Type: Book
Title: Social Media in South India
ISBN-13: 9781911307914
Open access status: An open access version is available from UCL Discovery
DOI: 10.14324/111.9781911307914
Publisher version: https://doi.org/10.14324/111.9781911307914
Language: English
Additional information: This book is published under a Creative Commons Attribution Non- commercial Non- derivative 4.0 International license (CC BY- NC- ND 4.0). This license allows you to share, copy, distribute and transmit the work for personal and non- commercial use providing author and publisher attribution is clearly stated. Attribution should include the following information: Shriram Venkatraman, Social Media in South India . London, UCL Press, 2017. https:// doi.org/ 10.14324/ 111.9781911307914 Further details about CC BY licenses are available at http:// creativecommons.org/ licenses/
Keywords: India, Caste, Technology, Social media
UCL classification: UCL
UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > UCL SLASH
UCL > Provost and Vice Provost Offices > UCL SLASH > Faculty of S&HS
URI: https://discovery.ucl.ac.uk/id/eprint/1558928
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