YouTube and the production of online video cultures in Rural South India Online publication date: Thu, 15-Feb-2024
by Srikanth Nayaka; Vamshi Krishna Reddy Vemireddy; Prabha Shankar Dwivedi
International Journal of Web Based Communities (IJWBC), Vol. 20, No. 1/2, 2024
Abstract: This article examines how a group of villagers in rural South India shot to online fame by posting entertaining audio-visual content on YouTube. Motivated to showcase the countryside culture, villagers began sharing short videos depicting their daily rural lives. Some of their videos have gone viral, garnered millions of views, and amassed thousands of subscribers. Inspired by the positive reception, village video makers have taken their YouTube productions professionally and created a unique brand identity for their media content. From short films to web series, village video-makers produce a wide variety of audio-visual content. Village video creators have accumulated a massive online following, digital stardom, and social media fame. This paper maps the emerging vernacular online video-sharing cultures and the rise of rural micro-celebrities through a close reading of a specific case study, 'my village show, ' one of the popular village-based YouTube channels in South India.
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