Diglossic youth identity: The semiotic negotiations of fandom in North India

Abstract

This article looks at the activities of a fan club dedicated to Shah Rukh Khan for the purpose of discerning how young men and women negotiate their identities vis-à-vis a mainstream culture that perpetuates negative stereotypes about fans. The members of the club are upper middle class from New Delhi. The study of fan culture in India is primarily organized around the assumptions that its membership comes from the urban poor youth (men) and that it is a phenomenon restricted to South India. In other words, there is a sense that fan cultures like youth subcultures develop in direct opposition to the mainstream. My contention is that youth culture in neoliberal India exhibits a more complex form of negotiation with the mainstream marked by notions of ‘timepass’ (leisure time as ‘wasteful’), compromise and ‘diglossia’ (language meant to negotiate opposed cultural perceptions and expectations to gain an entry into symbolic capital). This becomes necessary because mainstream culture maintains a consistent approach of being opposed to fan culture.