Culture Production and Consumption in Post-COVID Era: A Meta-Analysis of OTT Industry in India

IF 1.5 Q2 COMMUNICATION Journal of Creative Communications Pub Date : 2024-04-29 DOI:10.1177/09732586241242580
Sonali Srivastav, Shikha Rai
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Abstract

Web series and video on demand services destabilised and efficiently replaced popular entertainment in the past one year, due to the coronavirus disease (COVID-19) pandemic. The subsequent lockdown not only impacted the traditional creative industries, such as TV and films, but it has also catalysed the way narratives are produced and consumed over the internet. Narratives on the web have been posing challenges to traditional storytelling since the past decade, but the changes in the Indian market have been slow until this year. The industry has also been studied extensively from the perspective of various disciplines, film studies, marketing, psychology, and communication being a few of them. These studies have elaborated upon the evolution of the industry, its popularity, challenges and roadblocks specifically in relation to the Indian market.The study in concern tries to trace the evolution of the industry in comparison to the predictions. It tries to verify if the predictions and scope have been met by trajectory and what quantum of growth can be credited to the COVID pandemic lockdown period. This research starts with gathering studies conducted on the industry, specifically in the Indian market, since its existence. With the help of a qualitative meta-analysis, this paper tries to analyse the trends and trajectories predicted vis-a-vis the actual growth in numbers over the years, specifically in the post-COVID era. Researchers aim to suggest a model on the production–consumption patterns and the functioning of the industry.
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后 COVID 时代的文化生产与消费:印度 OTT 产业的元分析
在过去的一年里,由于冠状病毒病(COVID-19)的流行,网络剧和视频点播服务破坏了大众娱乐的稳定,并有效地取代了大众娱乐。随后的封锁不仅影响了电视和电影等传统创意产业,还催化了网络叙事的生产和消费方式。自过去十年以来,网络叙事一直在对传统的叙事方式提出挑战,但印度市场的变化直到今年才有所减缓。从电影研究、市场营销、心理学和传播学等不同学科的角度,也对该产业进行了广泛的研究。这些研究阐述了该产业的演变、其受欢迎程度、挑战和障碍,特别是与印度市场有关的问题。本研究试图通过轨迹来验证预测和范围是否已经实现,以及 COVID 大流行封锁期的增长量。本研究首先收集了自该行业成立以来对其进行的研究,特别是在印度市场的研究。在定性荟萃分析的帮助下,本文试图分析预测的趋势和轨迹与多年来实际增长数量的对比,特别是在后 COVID 时代。研究人员旨在提出一个关于生产-消费模式和行业运作的模型。
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来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
期刊介绍: The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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