Abstract

The rapid growth of digital communication technologies and smartphone accessibility has significantly transformed cultural expression communication patterns and social interaction within contemporary Indian society. Among the most influential developments in the digital era is the emergence of short video platforms such as ByteDance TikTok Meta Platforms Instagram Reels Google YouTube Shorts and several Indian digital applications that enable users to create share and consume short-form audiovisual content. These platforms have become central spaces for entertainment self-expression identity formation cultural production and social influence especially among youth populations. The widespread popularity of short video content has transformed traditional patterns of communication and cultural participation creating new forms of digital culture that influence language fashion lifestyle social values political awareness and everyday behavior in Indian society.