Social media and the popular discourse on Ayurveda: A qualitative exploratory study
DOI:
https://doi.org/10.70066/jahm.v13i11.2314Keywords:
Ayurveda, Biomedicine, Cyber-Ethnography Practitioners, Discourse Analysis, Qualitative Exploratory Study, Sociology, YouTube VideosAbstract
Introduction and Background: Ayurveda is the oldest surviving system of medicine that has withstood the vicissitudes of time and the onslaughts of rival medical systems. In its present stature, it is both adaptive and resilient. Its increasing predominance in the digital space and negotiations on social media channels has heightened its global presence. The advancement of ancient wisdom on a technology-based platform warrants systematic investigation. Objectives: To examine the nature, content and tenor of the videos on Ayurveda, posted on YouTube channels; to investigate into the practices and strategies deployed by content creators in the construction, dissemination and popularization of Ayurveda from a sociological perspective; to cognize the dynamics between Ayurveda and Biomedicine as reflected in the videos. Methods: The study employs cyber-ethnography as a method of data collection followed by discourse analysis to cognize Ayurveda’s proliferation on YouTube channels. For this purpose, the discourse on videos from selected channels was transcribed, thematically organised, interpreted, and analysed. The videos are publicly available, names of the selected channels and their content creators have been anonymized. Findings: Videos disseminating the basic tenets of Ayurveda and their significance in promoting health cover a wide range of themes that catch the attention of all age groups. The discourse on herbal, safe, and inexpensive remedies cuts across all videos. Elements of contradiction, condemnation, and contestation of the Biomedical model are evident in the discourse. The videos also demonstrate Ayurveda’s conformity to the nosology, vocabulary, jargon, practices of standardization, and pharmaceuticalization of the Biomedical model that have facilitated its global proliferation. Conclusion: The discourse on social media replicates the ongoing dynamics of contestation and co-optations between the two systems of medicine. Social media has served to strengthen Ayurveda’s presence on the global platform, creating a sizeable online community of viewers.
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