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Title: It’s just a joke! the payoffs and perils of microcelebrity in India
Authors: Pande, Rukmini
Keywords: Microcelebrity
Global internet governance
Issue Date: 19-Nov-2018
Publisher: Emerald Publishing Ltd
Citation: Pande, Rukmini. (November 19, 2018). It’s just a joke! The payoffs and perils of microcelebrity in India. In: Abidin, Crystal & Brown, Megan Lindsay (Eds.). Microcelebrity around the globe: approaches to cultures of internet fame (pp. 145-160). United Kingdom: Emerald Publishing Ltd.
Abstract: His chapter will consider the workings of micro-celebrity in the context of an evolving Indian cyber-public. In the contemporary moment, large-scale battles for control over the world’s youngest and increasingly digitally active demographic are in full swing – both by corporations like Facebook through efforts like free basics, as well as by ideologues who wish to mould the “idea of India” is certain ways. While digital spaces are often framed as liberating, there are also extremely strong conservative forces that are well established. It is within this context that I would like to examine the recent growth of the Indian online comedic scene whose popularity has increased by leaps and bounds. My particular focus will be the comedy collective of AIB (All India Backchod), who are most prominent on Youtube.
ISBN: 978-1787567504
Appears in Collections:JGU Research Publications

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