UX Researcher & Cultural Strategist via Mixed Methods | NYU Graduate

I explore how the rise of digital marketing is subtly reshaping our daily habits and self-perception, not just by selling products but by influencing what we pay attention to and how we define value in a digital world.

I ask what it really means to be an influencer today; where self-expression, labor, and brand work blur. I wanted to understand how authenticity is negotiated in a world that rewards constant visibility and relevance.

I unpack a widely mocked digital persona on Indian social media to examine how class, aspiration, and performance intersect online. How humor and mockery often mask deeper tensions around visibility, belonging, and self-expression.