Motivations Behind Public Emulation of Iconic Media Scenes: A Case Study of DDLJ and Its Influence on Consumer Behavior

Hemendra Pal

No uaht2_v1, OSF Preprints from Center for Open Science

Abstract: Topic/Issue This study explores the psychological and sociological factors behind public emulation of iconic media scenes, focusing on a model dancing in a towel in front of India Gate, replicating a scene from Dilwale Dulhania Le Jayenge (DDLJ). It examines how cultural symbols, media representations, and social influence shape consumer behavior and public performances. Approach/Methods Using a mixed-methods approach, the study applies deep learning for quantitative sentiment analysis to understand how DDLJ’s songs influence public perception and behavior in the context of a model emulating a scene. Qualitative content analysis helps explore the personal meanings behind emulating iconic scenes. Theoretical frameworks like Social Learning Theory and Impression Management guide the analysis of media-driven behaviors on identity and social interactions. Results/Findings The study finds that public performances, inspired by media, reflect cultural identity, social norms, and a desire for recognition. These performances go beyond mimicry and represent personal expression. Social media amplifies this, increasing visibility and encouraging further emulation. Implications/Conclusions The findings highlight the role of media in shaping consumer behavior and influencing public performances. The research has implications for marketing strategies and cultural studies, emphasizing the need for more exploration into how media representations shape identity and behavior in the digital age

Date: 2025-04-03
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:uaht2_v1

DOI: 10.31219/osf.io/uaht2_v1

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