Instagram’s Role in Promoting Esports Culture and Awareness in India: A Study

Abstract

In the dynamic landscape of modern entertainment, esports has emerged as a cultural force, capturing the attention of diverse audiences worldwide. This research investigates the pivotal role of the social media platform Instagram in fostering esports culture and augmenting awareness within the Indian context. The study addresses the scarcity of literature on the intersection of esports and Instagram, aiming to unravel the mechanisms through which this visual-centric platform contributes to the growth of esports culture in India.

Employing a mixed-methods approach, the study amalgamates qualitative content analysis of esports-related Instagram posts with a quantitative survey targeting Indian Instagram users. The qualitative analysis discerns prevalent themes in Instagram content, spanning tournaments, player profiles, and gaming insights. Meanwhile, the quantitative survey gauges user awareness and interaction with esports content on the platform. By intertwining these methods, the research seeks to decipher the multifaceted impact of Instagram on cultivating a dedicated esports community and amplifying the resonance of esports culture in India.

The anticipated findings envision an intricate connection between Instagram’s visual narrative and the propagation of esports culture, underscoring the potential of social media platforms in transforming niche interests into mainstream phenomena. This exploration into Instagram’s role as a catalyst for esports culture and awareness presents implications for fostering a symbiotic relationship between digital platforms and emerging cultural domains.