Impact of Commercialization on Our Culture: with Special Reference to Popular Indian Festivals
Vivek Nema1, Manisha Sharma2
1Mr. Vivek Nema, Department of Journalism and Mass Communication Indira Gandhi National Tribal University, Amarkantak (M.P.), India.
2Prof. Manisha Sharma, Department of Journalism and Mass Communication Indira Gandhi National Tribal University, Amarkantak (M.P.), India.
Manuscript received on 12 July 2024 | Revised Manuscript received on 14 August 2024 | Manuscript Accepted on 15 September 2024 | Manuscript published on 30 September 2024 | PP: 27-31 | Volume-4 Issue-1, September 2024 | Retrieval Number: 100.1/ijmcj.E108203050924 | DOI:10.54105/ijmcj.E1082.04010924
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© The Authors. Published by Lattice Science Publication (LSP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The intertwining of commercialization and culture is a complex process that shapes how society functions and evolves. Culture, with its multifaceted elements such as language, customs, values, and art, is a dynamic force that constantly interacts with the economic forces of commercialization. This paper deals with the study of ” Impact of Commercialization on Our Culture: With Special Reference to Popular Indian Festivals,” as commercialization has reshaped how we celebrate our festivals. One of the most noticeable impacts of commercialization is the commodification of festivals. Many festivals have become lucrative business opportunities to promote and sell their products. This is evident in the extensive marketing campaigns, sponsored events, and influx of consumer goods during festive seasons. While this has injected economic vitality into local markets and industries, it has also led to concerns about diluting the festivals’ original cultural and spiritual essence.
Keywords: Culture, Commercialization, Indian Festivals, Commodification
Scope of the Article: Advertising Ethics and Standards