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Distributed for UCL Press

Social Media in South India

This book is one of the first ethnographic studies to explore the use of social media in the everyday lives of people in Tamil Nadu, a region of South India experiencing rapid change. In the past decade, there has been an influx of IT companies into a space once dominated by agriculture, resulting in a complex juxtaposition between an evolving knowledge economy and the traditions of rural life. This study suggests there is a blurring of boundaries and asserts that the use of various social media platforms in the region, while seeming to induce societal change, also remain bound by local practices influenced by class, age, gender, and caste.

256 pages | 46 illustrations | 6.14 x 9.21 | © 2017

Free digital open access editions are available to download from UCL Press.

Anthropology: Cultural and Social Anthropology


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Table of Contents

"1. Panchagrami and its complexities

2. The social media landscape: people, their perception
and presence on social media

3. Visual posting: continuing visual spaces

4. Relationships: kinship on social media

5. Bringing home to work: the role of social media
in blurring work–non-work boundaries

6. The wider world: social media and education
in a knowledge economy 169

7. Conclusion: social media and its continuing complexities




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