When time-honoured traditions and modernity intersect, the zeitgeist manifests itself most evidently through media artefacts and public conversations. Through a discourse analysis of Netflix's Indian Matchmaking, this white paper reveals how an age-old notion like casteism is nestling euphemistically within the matrimonial culture in India, facilitated by the institutionalization of matchmaking services and media hegemony. As the analysis unfolds, Bourdieu’s cultural capital and Gramsci's hegemony are applied to derive meaningful insights into the use of cultural appeals in communications practices. The project emphasizes how cultural sensitivity and media inclusivity are central to social progression in a highly stratified and globalized world.
