Enterprise Hindutva and social media in urban India

Abstract

This paper delineates ‘enterprise Hindutva’ as a mediatized form of Hindu nationalism shaped largely by the affordances of social media and the cultural practices surrounding them in urban India. Enterprise Hindutva is argumentative, experientially voluntary and capable of working with contradictions. It inhabits the ideological project envisioned as a range rather than a point of convergence. Enterprise Hindutva suggests that it is through the very bickering on social media and repetition of simplified summaries of key ideological principles that Hindutva finds its latest mediatic conditions for renewal.