Introduction: The Onam Media Revolution
The vibrant festival of Onam in Kerala is not only a time for cultural celebrations and feasts but also marks a significant shift in the media landscape. Over the years, the way media is consumed, shared, and created during the Onam season has evolved, reflecting the changing preferences and technological advancements of the society. This article delves into the transformation of media during Onam in Kerala, from traditional platforms to modern digital trends.
Traditional Media in Onam Celebrations
Traditionally, Onam is a time when Kerala witnesses a surge in traditional media consumption. Newspapers and magazines come alive with colorful Onam-themed editions, featuring articles, stories, and advertisements related to the festival. The intricate “Pookalams” (flower arrangements) and “Onasadya” (grand feast) details are captured through vibrant visuals that adorn the pages. Additionally, radio channels play classic Onam songs and festive programs that resonate with nostalgia.
Television: A Medium of Festive Delight
Television has played a significant role in transforming the Onam experience for Keralites. During this season, TV channels offer a plethora of special programs, movies, and reality shows. From Onam-centric movies to game shows with exciting prizes, television becomes a hub of entertainment, connecting families and spreading festive joy. Channels also air special interviews with celebrities and cultural icons, engaging the audience in a celebratory spirit.
Digital Media and the Onam Evolution
In recent years, digital media has revolutionized how Keralites experience Onam. Social media platforms such as Facebook, Instagram, and WhatsApp are flooded with Onam wishes, creative artworks, and videos that capture the essence of the festival. Individuals and brands alike leverage these platforms to share their Onam experiences, DIY decoration ideas, and cooking tutorials for the traditional Onasadya.
Virtual Onam Celebrations
The onset of the digital age has given rise to virtual Onam celebrations. As families and friends often reside in different parts of the world, video calls and live streaming have become integral to staying connected during Onam. People celebrate “Onam Sadya” virtually, sharing the joy of the feast while being miles apart. Virtual “Pookalam” competitions and talent shows also take place, allowing participants to showcase their creativity and engage in friendly competitions through online platforms.
Onam Ads: A Reflection of Society
Onam is a peak time for advertisers to launch campaigns that resonate with the festive spirit. Advertisements during this season often focus on family values, cultural nostalgia, and the essence of togetherness. These ads not only promote products but also weave heartwarming narratives that reflect the cultural ethos of Kerala.
A Blend of Tradition and Modernity
The evolution of media during Onam showcases the seamless blend of tradition and modernity. While traditional media like newspapers, television, and radio continue to hold their charm, digital platforms have added a new layer of interactivity and global connection to the festival. Onam remains a time for celebrating Kerala’s rich heritage, and the media’s evolving role enhances the experience by bridging geographical gaps and facilitating cultural exchange.
