Impact of social media influencers and YouTubers of Haryana on caste-based violence

Abstract

This research paper explores the impact of social media influencers and YouTubers from Haryana on caste-based violence and social dynamics in the region. With the rapid expansion of digital platforms, content creators have emerged as influential voices in molding public opinion, cultural narratives, and political debate. In Haryana, a state marked by deep-rooted caste hierarchies and frequent caste-related tensions, social media influencers play a dual role-either challenging caste-based discrimination or inadvertently reinforcing stereotypes and inciting conflict. This study uses a qualitative approach, examining content from popular Haryanvi YouTubers and social media influencers, as well as conducting interviews with digital audiences and media and caste specialists. The findings show that, while some influencers promote caste pride and cultural identity, their content frequently reinforces dividing narratives, contributing to online hate speech and, in some cases, inciting real-world violence. In contrast, a small group of innovators use their platforms to fight for social reform, caste harmony, and Dalit empowerment. The report emphasizes the critical need for digital literacy, content control, and socially responsible media behaviors. It finds that, while social media allows underprivileged views to be heard, it also exacerbates caste-based conflicts when not used appropriately. This study adds to the discussion of media, caste, and digital society in contemporary Haryana.