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Research Journal of Humanities and Social Sciences
Year : 2018, Volume : 9, Issue : 1
First page : ( 40) Last page : ( 48)
Print ISSN : 0975-6795. Online ISSN : 2321-5828.
Article DOI : 10.5958/2321-5828.2018.00008.6

Analysis of the Role and Impact of Social media Engineering on Jallikattu in Tamil Nadu

Maitra Arpita*, Jayaram Aarthi, Oppili Sathyabama, Padmanabhan Vidya

School of Communication and Media Studies, M.O.P. Vaishnav College for Women (Autonomous), Chennai, 600 034, India

*Corresponding Author Email: arpitamaitra123@gmail.com

Online published on 24 May, 2018.

Abstract

Analysing the role of social media as a tool for shaping, guiding and aiding collective action for a cause has applications for government, corporations and civil society. The world has witnessed many movements – political, economic and social– aided by social media. Ordinary people have organised and connected themselves from various parts of the world with little or no cost. Arab Spring was one such movement where a leading role was played by Facebook, Twitter, YouTube and various online blogs which gave a voice to individuals which otherwise would be lost. The movement was organised by ordinary citizens of the Arab countries, but the social media acted as an accelerant to these movements. This paper seeks to analyse how ordinary citizens, fuelled by circumstances and a desire for change came together on social media platforms to demand the lifting of a ban on ‘jallikattu,’ a traditional bull-taming sport, in the state of Tamil Nadu, India.

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Keywords

Social Media, Social Media Movements, Jallikattu, Arab Spring, Hashtag Activism.

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