Eighth International Conference on Communication & Media Studies

Abstract

This paper critically analyzes the rise of vernacular creative practices and new performance cultures proliferated with the emergence of various social media platforms. Specifically, it critically examines the creative media productions of independent media producers called social media content creators from rural South India. Armed with smartphones and digital cameras, a group of villagers in rural South India started YouTube channels to showcase their village culture and lifestyle. Within no time, their videos went viral and received massive popularity. Village YouTube channels produce different media content like short films, web series, lifestyle vlogs, folk songs, and comedy sketches. All content creators, performers, and artists come from different walks of a village community and some are full time farmers and agriculture laborers. Most of their stories developed and inspired from their everyday experiences and ordinary village life. Through digital video productions, rural cultures are drawing greater media visibility and attention. Creators who gain considerable followership on social media often looked up to as ‘internet celebrity’, ‘micro-celebrity’, ‘influencers’ (Abidin, 2018; Abidin et al., 2015; Senft, 2008). Overall, their practices have been located under the emerging new screen ecology called ‘social media entertainment’(Cunningham & Craig, 2019). Drawing from media and cultural studies theoretical frameworks and a close textual reading of select media content, this research work highlights the emerging grassroots digital video cultures in rural South India.