36 Digital platforms and minority language media: Exploring the prospects of Banjara language media in India

This chapter delves into the dynamic world of digital media markets within the context of the Banjara language, exploring the intriguing content strategies employed by Banjara YouTube channels. Through multimodal content analysis of You- Tube videos produced by prominent Banjara language YouTube channels, we argue that these strategies not only evoke tradition but also harness the power of community networks. By conducting interviews with content creators and employing Bourdieusian field theory, we argue that there is significant scope for the growth and resilience of minority language media, challenging established norms of representation and access in the digital age. In a rapidly evolving digital landscape, this research contributes to our understanding of the evolving landscape of digital media markets and the opportunities it presents for marginalized linguistic communities.