This study explores how marriage practices in rural Assam are being reshaped by class aspirations, gender relations and media influence. It examines how traditional community-based marriages, once modest and participatory, are increasingly transformed into consumerist and status-driven events that reflect deeper social and cultural changes.
Using a qualitative and interpretive framework, the research draws on in-depth interviews with 45 participants across three villages of Sipajhar in Assam (India). Stratified purposive sampling captured intergenerational perspectives across age, class and gender groups. Thematic analysis was employed to interpret narratives.
The findings reveal a marked shift from collective, sustainable practices towards individualised and commercialised marriages influenced by urban aesthetics and social media. These changes reproduce class hierarchies and gendered burdens, as women's visibility in ceremonies often reinforces patriarchal ideals rather than transforming them. Yet younger participants demonstrate critical awareness and selective negotiation of these trends, signalling both resistance and adaptation.
As a context-specific qualitative study, findings are not statistically generalisable but offer rich insight into cultural transitions in rural Assam.
This study is unique in showing how changing marriage practices in rural Assam reflect the combined influence of class aspirations, social media and gender norms. It is valuable because it highlights everyday experiences of change, offering a grounded understanding that can inform more culturally sensitive policies and future research on rural social transformations.
