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Research Article | Volume 6 Issue 2 (Mar-Apr, 2024)
The Influence of Social Media Trends on the Indian Wedding Ecosystem
Under a Creative Commons license
Open Access
Abstract

The emergence of technological advancements, the influence of social media, and the evolving patterns of consumption have contributed to the materialization of extravagant Indian weddings that are characterized by their grandeur and opulence. By reflecting on the past, one can gain insight into the simpler and more understated ways in which marriages were traditionally conducted. In earlier times, the focus was primarily on the rituals and cultural aspects of weddings, but now the emphasis has shifted towards elaborate decorations, following social media trends, and incorporating a fusion of cultures. (Maheshwari, 2018) Weddings possess their own unique set of traditions, customs, and rituals that are intricately woven into the fabric of the marriage ceremony. Nevertheless, as time progresses and society undergoes various transformations, the marriage tradition has experienced numerous alterations. (The Hindu Marriage Tradition in Assam: Change and Continuity | Culture Nurtures Unity, n.d.) One notable change that can be observed is the shift in wedding photography to the evolution of wedding attire. This shift sheds light on the evolving social landscape and context in India, particularly as individuals increasingly embrace social media and draw inspiration from the glamorous world of Bollywood and big fat Indian weddings. The current Indian Wedding Season is significantly influenced by social media trends, Bollywood etc. TV Shows such as Made in Heaven and Indian Matchmaking, as well as high-profile celebrity weddings, have reshaped societal expectations. Social media trends that are immensely popular among newlyweds or bride and grooms are: destination wedding, changes in décor, visual aesthetics, high technology infused wedding photography, digital wedding invites, using of hashtags in social networking sites like Instagram and Facebook etc. The emphasis on weddings that are ‘Instagram-worthy’ has become integral to the Indian Wedding Season, contributing to its opulence and allure. This research aims to investigate the impact of these changes on the current wedding landscape in India. Specifically, this paper aims to explore the evolving nature of Indian weddings and the effects of social media and its trends on these celebrations. (Maheshwari, 2018)

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