Abstract

This thesis examines the everyday activities of Indian youth on the MTV India Facebook fan page. The two- phase research design included a period of participant observation, combined with conducting online interviews, and a visit to New Delhi, India to conduct offline interviews. The thesis analyzes several aspects of identity performance (e.g. online identity performance, relation between online and offline identity, ideal presentation of an online identity) in relation to Goffman’s (1959) presentation of self in everyday life, and argues that the MTV India Facebook fan page has become a site for identity performance.
Since such identity performance is bounded by participants’ everyday activities, the fan page can also be identified as a particular ‘place’. I use Tuan’s (1977) idea of ‘place-making’ and illustrate how the MTV India Facebook fan page has become a meaningful and familiar ‘place’ overtime through performance of routine activities and everyday practices (Seamon, 1979). These activities can be identified as articulating ‘Youngistan’ (voice of Indian youth) and performing Indian-ness, suggesting that fans have appropriated the fan page for performing specific activities that are particular to them.
In addition, the thesis takes the local-global character into consideration and argues that local-global combine together to form separate, unique cultures such as MTV India, which safeguard ‘locality’ within the global product and help in ‘place-making’ activities. 2