Digital expression from the shadow states: The in-betweeners in the late-capitalist era

ABSTRACT This article examines the social media-induced affective notion of fame from the perspective of people living in peripheries, such as the region of Northeast India, whom the mainstream media (and by extension, the popular imagination) have always obscured, or somewhat suppressed. When they come across these visibility-inducing social media platforms, does this lead to the creation of new forms of celebrityhood? This article observes three specific people from the region – a filmmaker, a small-time Bollywood actor, and an Instagram dancing sensation. The case studies outline their usage of the affordances of the social media platforms through which they acquire a kind of cultish fame. It examines how they leverage fame to instil the greater North-east region in the popular national imagination. This article claims that social media is not merely a platform for these artists to connect with and maintain their audiences, but also a place to create awareness, to define their identity and reveal the socio-historical fractures that they have inherited. This article extends the notion of micro-celebrity (Senft, ”Keeping It Real on the Web”) to dwell on the relationship between media-managed obscurity and social media-enabled self-promotion to conceptualise the category of in-betweeners.