Abstract
Film, television, and music form a major domestic and export product in India. Whereas, in the past, content production has been restricted to professional producers, digital media platforms have drastically altered the landscape of content production in India. Through in-depth interviews of ten online content creators, the article describes motivations of online content creation in India. Discussion themes include professional activities, identity construction of creators, and quasi-corporate structures that are taking root in the democratized digital spaces in India. In doing so, the article challenges the notion of creators on social media as mere “amateurs” or “UGC” (user-generated content). Conclusions from this study suggest future research should take a more holistic approach to studying online content creators rather than classifying creators on the basis of platform affordances.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
