Introduction
This essay explores the transformative impact of social media on the traditional Santali practice of house decoration and wall painting, employing visual anthropology as a methodological lens. Traditionally, Santali art forms have been deeply rooted in nature, with motifs reflecting the flora and fauna of their surroundings. However, the advent of social media has introduced a new visual lexicon, with emoticons and emojis increasingly replacing traditional nature-inspired motifs. This essay examines this shift, analyzing the socio-cultural factors driving this change and its implications for the preservation and evolution of Santali artistic traditions.
The Santal, one of India's largest tribal groups, possess a rich cultural heritage expressed through various art forms, including house decoration and wall painting. These practices, traditionally passed down through generations, serve not only as aesthetic expressions but also as symbolic representations of their worldview, beliefs, and connection to nature. However, the advent of social media has introduced new forms of visual communication, impacting traditional art forms and raising questions about cultural preservation and adaptation. This essay delves into this dynamic, examining how social media has influenced Santali house decoration and wall painting, with a particular focus on the replacement of nature-inspired motifs with social media emoticons and emojis.
Visual Anthropology: A Methodological Framework:
Visual anthropology, as a research methodology, provides a powerful tool for understanding the intersection of culture and visual representation. It involves the study of visual materials, such as photographs, films, and art objects, to gain insights into cultural practices, beliefs, and social structures. In this context, visual anthropology allows us to analyze Santali house decorations and wall paintings as visual texts that communicate cultural meanings and reflect social change. By examining the visual elements, motifs, and symbols used in these art forms, we can decipher the cultural narratives embedded within them and understand how they are being transformed by the influence of social media.
Traditional Santali House Decoration and Wall Painting:
Traditionally, Santali house decoration and wall painting have been integral to their cultural identity. The walls of their homes serve as canvases for artistic expression, with women, in particular, playing a central role in creating these visual narratives. The motifs used in these paintings are deeply rooted in nature, reflecting the Santali's close relationship with their environment. Flowers, leaves, trees, animals, and birds are common themes, symbolizing fertility, abundance, and the interconnectedness of all living beings. These motifs are not merely decorative; they carry symbolic meanings and often narrate stories from Santali folklore, mythology, and daily life.
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| Traditional motiefs in Santali village (photograph taken by Author in February 2025) |
The colors used in traditional Santali wall paintings are also significant. Natural pigments, derived from plants, minerals, and earth, are used to create vibrant hues that reflect the Santali's connection to their natural surroundings. The process of creating these paintings is often a communal activity, with women gathering to share knowledge, skills, and stories. This collective engagement reinforces social bonds and strengthens cultural identity.
The Influence of Social Media:
The advent of social media has introduced new forms of visual communication, transforming the way people interact and express themselves. Emoticons and emojis, originally designed to convey emotions in digital communication, have now permeated various aspects of popular culture, including art and design. For the Santali, social media has opened up new avenues for communication and access to information. However, it has also led to the introduction of new visual elements into their traditional art forms.
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| Santali kids are growing up with smartphones in their villages. With increasing network connectivity, villagers are having smartphones and are exposed to social media. |
The Shift in Motifs: From Nature to Emojis:
The replacement of nature-inspired motifs with social media emoticons and emojis in Santali wall paintings reflects a significant shift in cultural values and visual communication. Traditionally, Santali art served as a medium for expressing their connection to nature, their beliefs, and their cultural identity. The motifs used in their paintings were deeply symbolic, carrying rich cultural meanings and reflecting their worldview. However, the increasing influence of social media has led to the adoption of new visual symbols that are not rooted in their traditional culture.
Emoticons and emojis, while visually appealing and easily recognizable, lack the depth and cultural significance of traditional Santali motifs. They are often generic and lack the specific cultural context that made traditional Santali art so meaningful. The shift from nature-inspired motifs to emoticons and emojis reflects a broader trend of cultural homogenization, where globalized visual symbols are replacing local and culturally specific forms of expression.
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| A cartoon character taking a place in the walls of a Santal village (photo taken by the author in February 2025) |
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| Use of trending social media cartoon imoji "Chin Tapak Dum Dum" in a Santali village wall (photo taken by the author in February 2025) |
Socio-Cultural Factors Driving the Change:
Several socio-cultural factors contribute to the increasing popularity of emoticons and emojis in Santali wall paintings. Firstly, the younger generation of Santali, who have grown up with social media, are more familiar with these digital symbols than with traditional motifs. They find emoticons and emojis to be a more accessible and relatable form of visual communication. Secondly, social media has exposed the Santali to a wider range of visual styles and trends, including the use of emoticons and emojis in popular culture. This exposure has led to the adoption of these symbols in their own artistic expressions.
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| A Santali house wall with imojis as wall painting in Galudihi (photo taken by Pratyush Roy, a student of the author) |
Thirdly, the use of emoticons and emojis can be seen as a way for the Santali to express their modernity and connect with the globalized world. By incorporating these digital symbols into their traditional art forms, they are signaling their participation in contemporary visual culture. Finally, the ease with which emoticons and emojis can be created and reproduced may also contribute to their popularity. Unlike traditional motifs, which require skill and knowledge to create, emoticons and emojis can be easily replicated, making them a convenient and accessible form of visual expression.
Implications for Santali Artistic Traditions:
The increasing use of emoticons and emojis in Santali wall paintings raises concerns about the preservation and evolution of their artistic traditions. While it is important for cultures to adapt and evolve, there is a risk that the adoption of globalized visual symbols may lead to the erosion of local and culturally specific forms of expression. The replacement of nature-inspired motifs with emoticons and emojis may result in the loss of valuable cultural knowledge and symbolic meanings embedded in traditional Santali art.
However, it is also important to recognize that cultures are dynamic and constantly evolving. The Santali have always adapted and incorporated new influences into their art forms. The use of emoticons and emojis can be seen as a continuation of this process, albeit in a new and digital context. It is possible that these new visual symbols may eventually become integrated into Santali artistic traditions, adding new layers of meaning and expression.
Conclusion:
The influence of social media on Santali house decoration and wall painting is a complex and multifaceted phenomenon. The increasing use of emoticons and emojis in these traditional art forms reflects a shift in cultural values, visual communication, and the relationship between the Santali and the globalized world. While there are concerns about the preservation of traditional motifs and cultural meanings, it is also important to recognize the dynamic nature of culture and the potential for new forms of artistic expression to emerge.
Visual anthropology provides a valuable framework for understanding these changes, allowing us to analyze Santali house decorations and wall paintings as visual texts that communicate cultural narratives and reflect social change. By examining the visual elements, motifs, and symbols used in these art forms, we can gain insights into the Santali's evolving relationship with their cultural heritage and the impact of social media on their artistic traditions.
Further research is needed to fully understand the long-term implications of social media on Santali art and culture. It is important to document and preserve traditional Santali motifs and cultural knowledge, while also recognizing the creativity and adaptability of the Santali people. By engaging in open dialogue and collaboration with Santali communities, we can ensure that their artistic traditions continue to thrive and evolve in a way that respects their cultural heritage and embraces new forms of expression.
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