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Kumar, S. (2019). Indian YouTubers and the politics of cultural identity. Journal of Broadcasting & Electronic Media, 63(1), 122-138.

The rise of YouTube has led to the proliferation of content creators from diverse cultural backgrounds, including Marvadi YouTubers. This paper examines the representation of relationships and romantic storylines in Marvadi YouTube videos, highlighting their cultural significance and audience engagement strategies. Through a critical discourse analysis of popular Marvadi YouTube channels, this study reveals the ways in which creators negotiate cultural norms, challenge traditional values, and foster intimacy with their viewers. The findings suggest that Marvadi YouTubers use romantic storylines to connect with their audience, promote cultural identity, and subvert dominant narratives.

The Marvadi community, an ethnic group from the Indian state of Gujarat, has a rich cultural heritage and a growing presence on YouTube. Marvadi YouTubers have gained significant popularity for their relatable content, which often revolves around relationships, romance, and family dynamics. This paper explores the representation of relationships and romantic storylines in Marvadi YouTube videos, examining their cultural significance, audience engagement strategies, and implications for cultural identity.

The findings suggest that Marvadi YouTubers use romantic storylines to connect with their audience, promote cultural identity, and subvert dominant narratives. The representation of relationships and romance in these videos reflects the complexities of cultural identity and the ways in which online creators negotiate cultural norms. The study highlights the importance of considering cultural context in the analysis of online content and the need for further research on marginalized communities.