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The digital era and the COVID-19 pandemic served as a catalyst for Malayalam cinema to reach a global audience via OTT platforms.

: Terms like "Mallu" (short for Malayali) and "Kerala" target audiences from or interested in the South Indian state. The digital era and the COVID-19 pandemic served

The sights, sounds, and feelings of Kerala portrayed on screen. conservative social fabric—from "Mallus

Understanding Gender Stereotypes on Digital Media - IDEAS/RePEc The digital era and the COVID-19 pandemic served

Some observers distinguish "Keralites"—those deeply rooted in the state's rigid, conservative social fabric—from "Mallus," a more liberal or globalized identity often seen in the diaspora or online. Stereotypes: