caste-based system of inequity distinguishes Indian society. One of the cruellest
is caste, which deals with a social structure that has defined the Indian
civilisation for more than 2,500 years (Macdonell, 1914). In India, caste is
extremely important and Indians are split into various castes.
system, according to Periyar E. V. Ramasamy, is incompatible with equality and
self-respect. Thanks to Periyar and his social justice campaign, Tamil Nadu,
also known as Periyar Land, has got away
from caste labels and titles. But, in fact, we must consider if caste labels
have been removed from public spaces. It will also look at how, rather than
caste destruction, and Facebook promotes caste unity and consolidation. It will
look into the caste discourse on Facebook for the following three dominant
castes: Nadar, Thevar and Vanniyar. All the aforesaid castes were once
subjugated to caste discrimination, and despite many efforts, they were unable
to accomplish upliftment.
mid-1980s, the Vanniyar Sangam led a series of violent protests claiming a
separate reservation for the Vanniyar people. According to the organisation,
Vanniyars make up more than 25% of the state’s population, thus they should be
awarded at least 20% reserve. They claimed that the Vanniyar people received
just 1% of the entire benefits from the OBC reservation of 50%. The leaders of
the Vanniyar community resolved to rally the community’s members and start a
huge battle (Sruti, 2021).
caste system established a rigorous code of etiquette that was imposed by the
monarchy (Gupta, 2017; KD & Manoharan, 2021). Girls were required to bare
their chests in front of the upper caste individuals as a sign of esteem. Women
from lower castes were denied the privilege to wear clothing that went above
their waist (Santhosh, 2020). If Dalits sought to hide their breasts, she would
have to pay the ‘Mulakaram’ breast tax. Women from the Chanars (Nadar) were
also banned from wearing dresses that went over their waists (Santhosh, 2020).
As a result of the various battles and sacrifices made by Nangeli and her
husband, the Maharaja of Travancore was forced to issue a royal edict in 1859
allowing all women to cover their bodies (Gupta, 2017; KD & Manoharan,
Criminal Tribes Act, established during several eras of British control in
India, is a statute that discriminates against specific ethnicities. It was
passed for the first time in 1871. It is mostly intended for the North Indian
community. This law was enacted on 12 October 1871, against some parts of the
Indian community that engaged in piracy. It was established in order to
suppress specific thievery communities among Indians by imprisoning them for as
long as the authorities desired in order to prevent them from being freed on
bond for offences such as theft. Caste males, particularly those aged 16–60,
who have been placed on the criminal list, should be monitored by the police.
Every day, they will be fingerprinted. Some groups, such as Kallar, Maravar,
Ambalakarar and Valaiyar, were included in the fingerprint law among the
aforesaid castes. Previously, the above three castes were subjected to caste
discrimination; but, as a result of their rise, they are now discriminating
against the lower castes.
to Sadat, social media plays a significant role in socialisation. People
typically post news items, blog pieces, events, art and literature, their
views, and opinions, and so on on their Twitter or Facebook status updates
(Sadat et al., 2014). According to the CSDS Lokniti programme 2019 report,
upper castes are more likely to be extremely active on Facebook, WhatsApp,
YouTube, Twitter and Instagram than other communities. It was shown that 15% of
upper castes had high social media usage, 8% of dalits and 7% of tribal tribes
had high usage and 9% of OBC communities had highly used social media (Abbas,
2019). Today’s social media is not the great equaliser that was promised a
decade ago (Mandal, 2020). Unfortunately, social media also offers a platform
for closet or overtly casteist persons to perpetuate discrimination, spread
hatred and sustain casteism under the veil of creating good social media
narratives (Vijayaraghavan & Vijayaraghavan, 2021).
individuals are not enthusiastic about a democratic society, so small numbers
of people have isolated themselves. They really are not intermingled in with
other castes; instead, they are deliberately kept away, and they are curious to
talk about their caste pride, caste purity and caste seclusion. No research publications
looked at this topic from the standpoint of media and communication. As a
result, there is a gap to analyse postings that contain the hashtags #Nadar, #Thevar
study, Netnography is used, with the participant observation focusing on online
fieldwork. Netnography is an anthropological approach to the study of cultures
and civilisations that develop as a result of computer-mediated communication,
allowing the researcher to investigate what is publicly available on the
Internet. Instead of having any researcher engagement with the online
community, the study concentrated on collecting archive data by using existing
communications. Thematic analysis is used to examine postings containing the
hashtags #Nadar, #Thevar and #Vanniyar.
This article shows how the dominant castes’ otherwise be
present in face-to-face interaction, creating a fertile atmosphere for abuse to
flourish, especially hate directed towards caste-based postings these days.
Decades of ‘conventional’ portrayals, such as those based on caste
discrimination and trivialisation, have resulted in this being repeated on
social media platforms.