Abstract
This article examines emerging rural creator cultures in South India. Specifically, it focuses on the uptake and production of YouTube videos by village creators, a relatively understudied but increasingly important phenomenon given the rapid spread of social media entertainment in rural India. Through a case study on My Village Show, a YouTube media collective, this article shows how rural cultural producers transformed into ‘media workers’, ‘creators’, and ‘influencers’. The South Indian YouTubing landscape, with a multitude of village-centric social media entertainment channels, reveals a new dynamic of cultural production in the Global South, distinguished by collective, collaborative, and formalizing creator labor practices. Drawing upon ethnographic observation and in-depth interviews with rural cultural producers, this article analyzes and conceptualizes rural creator cultures within particular socio-cultural, vernacular, and regional dynamics in India.
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