‘Welcome to selfiestan’: identity and the networked gaze in Indian mobile media

Abstract

This article examines selfie culture and visual social media in India by exploring how smartphone marketing and the performativity of the user–device interface intersect with the cultural influence of the Hindu ritual of darshan and the recent political success of populist Hindu nationalism. Darshan, a long-standing, everyday Hindu practice entailing an active visual and physical exchange between worshiper and devotional image or object, bears striking overlaps with the mechanics and conditions of the networked visuality of the self. Taking a critical technology approach, this article places scholarship on selfies and their production methods in conversation with anthropological descriptions of darshan and existing theories of darshan’s impact on media in South Asia. Theoretical exploration of concepts and practices is augmented by content analysis of social media imagery related to darshan. In arguing that aspects of traditional visual regimes may endure in personal networked media use in India, this work underscores the need for balancing globalized affordances and applications, on one hand, with culturally specific meanings and ideological frames, on the other, particularly as these converge in the visual performance of networked identity.