Interrogating the Cultural Diversity and Livelihood of Tribal People on YouTube: A Case Study of â€˜Original Village Cookingâ€™
Journal of Development Policy and Practice, 2023, vol. 8, issue 1, 73-92
The article seeks to examine the role of â€˜Original Village Cookingâ€™, a YouTube channel, in upholding the diversity of particularly those Scheduled Tribe people whom they represent and their culture by highlighting the selective lifestyle of those people as cultural diversity. Moreover, this study examines the role of YouTube in empowering the marginalised section of India, and it looks particularly at the living conditions of tribal people. This article deploys McKenzie Warkâ€™s (2021) concept of the vectoralist class and how these new emerging classes are changing the already established structures within ruling class dynamics. The article adopts the textual analysis method (that is, it reads YouTube videos as texts) as well as uses in-depth interviews. In the current article, tribal peopleâ€™s depiction on YouTube can be divided into two broad sections: (a) Schedule Tribes of India: the question of diversity and inclusion on YouTube; and (b) digital labour and tribal empowerment: YouTube as a source of livelihood.
Keywords: Tribal cooking channel; digital labour; YouTube; vectoralist class; livelihood; participatory culture (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:sae:jodepp:v:8:y:2023:i:1:p:73-92
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