A Situated-Infrastructuring of WhatsApp for Business in India
Ankolika De
TL;DR
This paper analyzes how Meta's infrastructuring of WhatsApp for Business in India influences social, cultural, and power dynamics, highlighting implications for marginalized users amid rapid technological changes.
Contribution
It provides a discourse analysis of WhatsApp for Business in India, revealing the socio-technical and cultural implications of its infrastructuring process.
Findings
Identifies power differences caused by WhatsApp for Business deployment
Highlights cultural and social impacts of infrastructuring in India
Raises ethical concerns for marginalized users
Abstract
WhatsApp has become a pivotal communication tool in India, transcending cultural boundaries and deeply integrating into the nation's digital landscape. Meta's introduction of WhatsApp for Business aligns seamlessly with the platform's popularity, offering businesses a crucial tool. However, the monetization plans pose challenges, particularly for smaller businesses, in balancing revenue goals with accessibility. This study, employing discourse analysis, examines Meta's infrastructuring of WhatsApp in India, emphasizing the dynamic interplay of technological, social, and cultural dimensions. Consequently, it highlights potential power differences caused by the deployment of WhatsApp for Business followed by its gradual but significant modifications, encouraging scholars to investigate the implications and ethics of rapid technological changes, particularly for marginalized users.
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