Celebrity Capital and Social Movements: A Textual Analysis of Bollywood Celebrities’ Tweets on 2020-21 Indian Farmers’ Protest

Abstract

ABSTRACT Building on the global trend of celebrity activism and concept of celebrity capital, this study qualitatively examines Twitter posts of the Bollywood celebrities. The aim of this analysis was to identify varying discourses about the 2020–21 Indian farmers’ protest as celebrities are considered significant players of discourse building and social movements. The thematic analysis showed that pro- and anti-farmers’ protest celebrities used rhetorical and explanatory support to build their discourses. Some celebrities even engaged in celebrity-shaming and name-calling to urge fellow Bollywood celebrities to support or stop supporting the protesters. Findings suggest that global trend of celebrity activism is becoming more visible in Bollywood and celebrities are using their influence to support or oppose social movements like the farmers’ protest.