Algorithmic Habitus: A Theoretical Framework for Mapping Gen Z Psychography in the Indian Branding Ecosystem

Abstract

The study presents a new framework of the situation of branding in India in view of Bourdieu concept of habitus, which is a mixture of the Stimulus-Organism-Response framework that has been adopted with the analysis of the reels and meme-driven cultural capital that operates in the digital social environment. This paper instead of focusing on conventional opinions narrows down to the youths between 18-25 years in the National Capital Region. Using the numbers retrieved through Reels on the large social media platforms, one can identify patterns according to which the digital spaces formed through algorithms alter the tastes and preferences regarding consumption. Surveys, along with, chart inner impulses, and the habits built around unremitting virtual provocations are unveiled. The most noteworthy thing is a different type of learned behaviour - informed not by the family, the school but by endless scrolling and the interaction through the virtual media. It is this changing attitude which assists the youth to anticipate what works, transition through trends with ease, even be involved in their design. The research on its primary data finds that Humour is used as a leverage to establish hook points within brands. A third of the aspects that influence purchasing interest remains unaccounted by the characteristics of reels, although the majority of changes are related to the construction of videos. Since the responses are formed according to the reels and memes, the emotions evoked when watching enable to transform cultural content into real buying. Rather than their perception as mere buyers, the study demonstrates that young people are purposeful actors within systems, in which the attention circulates through algorithms. The study concludes that under national digital expansion strategies, brands that spin liquid narratives that cross easily across platforms have greater opportunities to succeed.