#MrDalit’s counter-narratives on online sphere - voicing against casteist practices

Purpose The online platform acts as a platform for expressing support or opposition, as well as for spreading caste-centric ideology and promoting hatred. The Dalit community is making a collective effort to reinterpret the symbolic importance of the moustache, as demonstrated by the trending hashtags #DalitWithMoustache and #MrDalit. This transforming process aims to change the perception of the moustache from being a symbol of male identity to become a symbol that represents caste-related subjugation. Design/methodology/approach This study will be guided specifically by netnography, as described (Kozinets, 2010), with observations of online participants and interactions as focus points. A newly created X account was used by the research for data collection in the current research. The reflective thematic analysis approach developed by Braun and Clarke (2006) has been considered to clarify significant patterns in the dataset that are relevant to the study of questions about people’s experiences, viewpoints and representations of things. Manuel Castells' (2007) counter-power framework highlights the complex relationship between power relations and communication. Findings Applying qualitative analysis within the context of casteism demonstrates a discernible change in how Dalit groups campaigning for caste justice are portrayed as well as how relevant information is shared via new media platforms. Moreover, the study focuses on how lower caste concerns are localized inside discourses on social platforms, with a focus on how Dalits use X as a method of counter-power. Significantly, social media provides Dalit victims with an international forum to air their issues. Originality/value This study offers a unique perspective on how Dalits in India utilize X (previously Twitter) to amplify marginalized voices and combat caste-based oppression. In contrast to other studies that concentrated on the dominance of upper-caste members on social media, this study uses theme analysis and netnography to investigate the activism around the hashtags #DalitWithMoustache and #MrDalit, illuminating digital resistance against casteism. Through the application of Castells' counter-power theory, the study adds to our knowledge of how marginalized people utilize digital platforms and provides new insights into the role of social media in contesting breaches of human rights.