Open AccessWhile ‘Gramming’ a Wedding in India: Media and the Reproduction of a ‘Bridal Femininity’
Author(s) -
B. K. Athira
Publication year - 2021
Publication title -
trípodos/trípodos
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.154
H-Index - 2
eISSN - 2340-5007
pISSN - 1138-3305
DOI - 10.51698/tripodos.2021.50p147-167
Subject(s) - narrative , ideology , femininity , ethnography , sociology , reproduction , gender studies , liberalization , period (music) , consumption (sociology) , political science , social science , aesthetics , art , anthropology , literature , ecology , politics , law , biology
This paper examines the changing wedding scenes and performance of bridehood in India in a post-liberalisation period. The study, based on a digital ethnography, explores the changing wedding practices by considering the role of digital media in circulating and reifying the image of an emergent bridehood, tethering it to the ideology of consumption as well as distinctions based on social categories like gender and religion. It looks into the possibility of a scheme that goes beyond the narrative of ‘uniformisation’ in explaining the changes manifested in the performance of bridehood in the Eastern and Western regions of India, with an expansion of social media practices in the recent years.