Advances in Consumer Research
Issue 9 ( Special Issue CPIMASS) : 92-101 doi: https://doi.org/10.5281/zenodo.22040193
Original Article
How’s Laughter Changed from Natyashastra to New Media? A Narrative Review on the Trajectory of Political Satire from Print to Digital Media Frontiers in India
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1
Assistant Professor, Department of Journalism & Mass Communication, Amity Institute of Arts, Humanities and Social Sciences, Amity University Jharkhand,
2
Assistant Professor, Department of Journalism & Mass Communication, Amity Institute of Arts, Humanities and Social Sciences, Amity University Jharkhand
Abstract

The paper seeks to encapsulate the evolution of mediated political humor in the unique socio-political milieu of world's most populous democracy, India. The study conducts a narrative review of 23 shortlisted scholarly works (both theoretical and empirical) as well as authentic secondary sources. Grounded in the frameworks of humor studies, semiotics and rhetoric, it systematically and critically examines the transition of political satire from a means of entertainment in Hindu mythology to the instrument of resistance and persuasion in the contemporary online platforms. The paper also underlines the transformation of Indian political satire in terms of its reach, formats and implications, underscoring how the unprecedented revolution was brought up by the algorithm driven internet in positioning it as a potent agent of partisan politics.

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