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Domestic Media Consumption
Domestic Media Consumption

The project focuses on middle classes in India to understand choices influencing consumption of domestic media.

Of particular focus is the home computer and the mobile phone; Using qualitative ethnographic methods, we explore and foreground particular socio-cultural contexts and behavioural practices of Indian families shaping decision making to buy and use domestic ICTs. We investigate

  • How the mobile phone and the PC become objects representing social mobility and modernity in middle class families
  • We map cultural patterns that emerge when India’s low to middle-income homes use and adopt the mobile phone and PC into their lives.

We have conducted studies in metropolitan cities of Mumbai, Chennai and Delhi and smaller cities and towns in the state of Maharashtra and Andhra Pradesh

Research Interns:Suneela Boddu, Sumitra Nair

Publications

Publications