Caste and marriage among the Indian diaspora: A multimodal analysis of the Netflix reality show Indian Matchmaking

This article critically investigates how caste hierarchies are subtly reinforced in diasporic media through a multimodal analysis of the Netflix reality series Indian Matchmaking . While the show presents itself as a cultural portrayal of arranged marriages within the Indian diaspora, it simultaneously embeds caste-based ideologies within its language, visuals and narrative framing, often under the guise of tradition, compatibility and family values. Using the framework of Multimodal Critical Discourse Analysis (MCDA), supported by theories from Gramsci, Said, Spivak, Foucault and Hall, the study dissects both the spoken discourse and visual cues of the show. It analyses how euphemistic language, phrases such as ‘good family’ or ‘similar backgrounds’, serve to naturalize caste endogamy and how visual aesthetics, lavish settings, traditional clothing and affluent lifestyles subtly mark caste privilege as a cultural aspiration. Through these layered strategies, the show creates a seamless ideological narrative that aestheticizes caste while erasing marginalized voices. The findings suggest that Indian Matchmaking does not simply reflect cultural customs; it performs ideological work by presenting caste discrimination as culturally legitimate and socially desirable. The exclusion of lower-caste or Dalit representation, combined with the platform’s global reach, demonstrates how streaming services like Netflix contribute to the mainstreaming of caste-based exclusions under the banner of cultural authenticity. Ultimately, this study calls for greater scrutiny of how global media representations reproduce social hierarchies and marginalize dissenting voices and argues for more inclusive, reflexive storytelling that resists, rather than reinforces, caste privilege.