Exploring Diaspora Identities and Media Consumption among Indian Immigrants in the United States

• DOI: 10.55544/sjmars.2.4.1
• Publication Date: 2023-08-08T08:09:47Z
• Authors: Rajiv Kumar; Muriel Fernandes; Vandana Goswami
• Keywords: Diaspora; Consumption; Asian Indian; Media Consumption; Audience measurement; Nature versus nurture

This study delves into the experiences of Asian Indian immigrants residing in United States and explores intricate relationship between diasporic identities media consumption. Grounded framework cultural proximity, social identity theories, uses gratifications perspective, research investigates viewership preferences motivations towards television programming. Despite their extensive time living abroad, these actively choose ethnic programming, specifically accessible through satellite dishes, as a means to reinforce identity, stay informed about India, nurture sense connection roots. By providing post-2014 insights dynamics consumption patterns, derived from media, this contributes deeper understanding how individuals engage with content fulfill needs for preservation, reaffirmation continued link country origin. The findings have implications organizations aiming cater diverse audiences scholars examining interplay within an ever-evolving landscape.