டிஜிட்டல் ஊடகச் சூழலில் தமிழ்நாட்டு நாட்டுப்புறக் கலைகளின் மறுமலர்ச்சி: இளைய தலைமுறையினரிடம் அவற்றை கொண்டு சேர்ப்பதில் குறுகிய வடிவக் காணொளிகளின் (Reels/Shorts) பங்கு

The Revival of Tamil Nadu's Folk Arts in the Digital Media Landscape: The Role of Short-Form Videos (Reels/Shorts) in Reaching the Younger Generation

Abstract

This research paper explores how the traditional folk arts of Tamil Nadu are experiencing a revival in the contemporary digital media environment. Specifically, it analyzes how ancient art forms such as Therukoothu, folk songs, Karagattam, Paraiyattam, and Oyilattam have reached new dissemination among the modern Gen Z generation through vertical short-form videos (Reels and Shorts). The primary core issue presented here is the cultural transformations faced when arts, which were traditionally performed overnight in geographically bound rural spaces, are restructured to fit modern algorithms and 60-second vertical screen formats. Following a Qualitative Content Analysis methodology, viral Tamil folk art videos, their use of trending audio, fast-paced editing techniques, and hashtags (#TamilFolk) are examined in detail. The study concludes that while such social media algorithms democratize folk arts by providing global recognition and economic validation to marginalized rural artists, they also carry the risk of diluting the historical sanctity and traditional integrity of these art forms in the pursuit of quick views. The research concludes with guidelines for establishing a balance between digital commercialization and traditional preservation.