Content analysis of Indian webisodes on youtube challenging Indian stereotypes

Abstract

Indian media has been known for its traditional portrayal of individuals, adhering to the newlinesocietal norms and values. However, with the rise of digital media, there has been a shift in newlinethe way the content is being produced as well as consumed. Webisodes, primarily those on newlineYouTube, have been instrumental in challenging Indian stereotypes by breaking the newlinetraditional portrayal of individuals. This research aims to analyze and understand the content newlineof Indian webisodes on YouTube which are conceptualizing and challenging Indian newlinestereotypes. newlineThe research employs content analysis as the methodology to examine the Indian webisodes newlineon YouTube. The study selects five categories to investigate the portrayal of individuals, newlinenamely Sex Education, Gender Stereotyping, Menstruation, LBTQIA+, and Unconventional newlineBeauty Standards. The study selects 30 webisodes for each category, resulting in a total of newline150 webisodes. The study uses the NVivo 12 software to conduct a qualitative analysis of the newlinewebisodes. newlineThe study aims to identify the presence of Indian stereotypes in the webisodes and examine newlinewhether the webisodes challenge these stereotypes. YouTube offers a vast variety of content newlinein different languages, genres, and formats. This diversity of content appeals to a wide range newlineof audiences, from young children to older adults, and from urban to rural areas. newline