Cultural Display and Community Return: A Study of Siddi Perceptions of Social Media Representation

Abstract

                Social media platforms such as Facebook and Instagram have become prominent domains for the circulation and consumption of cultural representations of Indigenous and tribal communities. The Siddi community, a tribal group residing primarily in parts of Karnataka, Gujarat, and Telangana, has gained increasing visibility and recognition in social media space through photographs, videos, reels, and documentaries largely produced by non-community members such as tourists, journalists, researchers, and digital content creators. While these representations often claim to promote cultural awareness and appreciation, the perspectives of the Siddi community regarding such portrayals and the benefits derived from them remain underexplored in academic research.

Drawing theoretically from Cultural Appropriation Theory and Representation Theory, this study examines how the ‘Siddi culture’ is displayed, framed, and circulated in digital spaces, and how community members perceive these mediated portrayals. Representation Theory is employed to analyze the construction of meaning, visibility, stereotyping, and power relations embedded in social media narratives, while Cultural Appropriation Theory is used to assess community perceptions of cultural extraction, ownership, consent, and unequal benefit arising from outsider- generated content. Adopting a qualitative and ethnographic research design, the study employs in-depth interviews, focus group discussions, and participant observation across selected Siddi settlements.The research explores levels of awareness regarding social media circulation, experiences of being photographed or filmed, emotional and cultural responses to representation, and perceptions of social, symbolic, or material return. By foregrounding Siddi voices, the study seeks to understand whether social media representation functions as cultural empowerment and recognition or as a form of cultural display that yields limited reciprocity. The study contributes to media and cultural studies by advancing ethical and community-centred approaches to representing marginalized communities in contemporary digital media environments.