Localization, diversification and heterogeneity: Understanding the linguistic and cultural logics of Indian new media

Abstract

In this article, I foreground the granular movements that determine the ubiquitous nature of India’s new media economy created by the advent of streaming media platforms and the emergence of regional online content creators in India. I argue that the increasing preference of Indian audiences to consume online content in their own language has led to a demand for ‘regional’ content, whereby streaming platforms and online creators are increasingly investing in ‘non-Hindi’ and ‘non-English’ language content to cater to the linguistically and culturally diverse Indian population. Through a primary focus on online content creation practices in Bengali and Marathi languages, the article explores their ‘local’, ‘regional’, ‘transnational’ and ‘global’ appeal, and subsequent blurring of boundaries between ‘regionalization’ and ‘localization’. The remainder of the article focuses on the emerging diaspora of regional online content creators who are adopting distinct content strategies to develop relationships with online communities based on commonalities of language and culture.