International Journal of Academic Research ISSN: 2348-7666; Vol.5, Issue-3, March, 2018 Impact Factor: 6.023; Email: [email protected]

The Role of folk Media in Promoting Cultural Tourism Practice in Lijin Joseph, Research Scholar, DoS In Communication and Journalism, University of Mysore. Dr .N. Mamatha, Assistant Professor, DoS in Communication and Journalism, University of Mysore

Abstract: The importance of media in a society in different aspects is growing day by day. From motivational factor to an opinion leader, finally the media become decision makers in every modern society. Highly market driven media causes much more negative impacts on people. Now a day’s folk media is considered as the least polluted media practices in our society. Marketing studies and tourism studies have been widely researched the role of media in tourism promotion in different aspects. Varying from folk music to online interactive games, every kind of media platforms are extensively using for tourism promotion for destination marketing and service promotion. The paper gives description of important folk art forms prevailing in Kerala. It also examines the role of folk media in promoting sustainable tourism practices in Kerala, through the cultural tourism activities.

Key words: Folk Media, Tourism Promotion, Cultural Tourism.

Introduction lifestyle and uniqueness. As a communication tool folk forms Over the decades communication and motivating the people in desired media technologies has been gone for direction. Folk media are the one of the several changes. In all aspect, like best research tool for identifying the content, production and distribution all particular community’ s communication media forms are find out its own patterns in different social and methods for more connectivity and institutional context. Wang and interactivity. The folk media is still Dissanayake defines folk media as, “a unique in its performance and communication system embedded in the interaction. Cultural studies on culture which existed much before the communication clearly defines the arrival of mass media, and which still importance of traditional media, exists as a vital mode of communication especially folk media in communication in many parts of the world presenting a of different generations and people. The certain degree of continuity, despite communication experts focusing on folk changes.” (Wang et al.1984). media practices in different aspects. Ranganath defines “folk media as living Objective of the study expressions of the lifestyle and the culture of people evolved through the 1. To explore the relationship years” (Ranganath,1980). Every society between Kerala folk arts and tourism in has its own folk arts and cultural forms Kerala. which described their culture, tradition, www.ijar.org.in 151

International Journal of Academic Research ISSN: 2348-7666; Vol.5, Issue-3, March, 2018 Impact Factor: 6.023; Email: [email protected]

2. To find out the role of folk arts in Ecological tourism practices are highly promoting cultural . recommended for reducing negative impact of tourism to local people. As a promotion tool, the role of folk media in Research methodology shaping tourism as a responsible industry is notable. 1) It ensures more The following paper is exploratory in inclusive development, generate more nature and based on review of literature. economic and social benefits of local Data has been collected from relevant people. 2) Conservation of nature and books, research article, newspaper and cultural heritage and reduce negative website which has given valid and impact of tourism industry.3) It ensures authentic information on Kerala’ folk more enjoyable experience through arts, cultural backgrounds and tourism. connecting with local people and, helps to understand their culture, tradition The concept of sustainable tourism and life style. Sustainable tourism From 1995, Charter for Sustainable concept is significantly a blend of Tourism, (World Conference on responsible, ethical, pro-poor and Sustainable Tourism, Lanzarote 1995), integrated tourism practices. sustainable tourism practices were Sustainable Tourism through Cultural getting more attention from all over the Tourism practices in Kerala world. Global Codes of Ethics for Tourism, 1999 (UNWTO) has Cleary Despite occasional shakes, the figures indicated the values of sustainable indicate the growth tourism industry in tourism practices in coming ages. Kerala. During 2017, 1,46,73,520 tourists "Sustainable tourism development meets visited the state, up from 1,31,72,535 in the needs of present tourists and host 2016 with an annual growth rate of regions while protecting and enhancing 11.39% in domestic and 5.15% foreign opportunity for the future. It is tourist. It figured 8.29% of annual envisaged as leading to management of growth in foreign exchange earnings all resources in such a way that with a total revenue of Rs 29,658.56 economic, social, and aesthetic needs can crore in 2017 compared to Rs be fulfilled while maintaining cultural 33,383.68 in 2016. The Kerala tourism integrity, essential ecological processes, department has envisaged ‘vision 2020’ a biological diversity, and life support policy note published in 2000 has system." [WTO 1998: 19]. It is focusing foreseen sustainable and integrated on balancing the natural resources using tourism aspect in state by the time of for tourism and its regenerative capacity 2020. Kerala, a state with high socio- to meet cultural, social and economic economical progressive figures, demands benefits of a particular community. more sustainable tourism development Critical studies on tourism extensively with ecological balance and cultural demanding sustainable tourism practices preservation. Cultural tourism practices which focusing on local culture, inclusive through the support of folk art forms are development of local area and ecological widely recommended for sustainable balancing. Cultural tourism concepts are tourism practices. K.M. Munshi profoundly supported by folk art forms. proposing the three-way step of re- www.ijar.org.in 152

International Journal of Academic Research ISSN: 2348-7666; Vol.5, Issue-3, March, 2018 Impact Factor: 6.023; Email: [email protected] interpretation, re-integration, adaption Mother goddess worship is the for recollecting the Kerala cultural fundamental part of most of ritual values (Munshi, K.M, 1974). Since it performances in happening Kerala accredited industry status in 1986, directly shown the reflections the Aryan Kerala tourism has been taken very invasion in southern parts of Indian progressive steps to maintain the region. Most of the rituals are directly sustainable tourism practice with the connected with religious beliefs of principle of ‘cultural tourism’ concept. A community so the secular concepts are small tourist state renowned as one of doubtful. the ten paradises of the world by National Geographic Traveller, has been Classical art forms resorting promoting its cultural tourism concepts through it’s rich folk-art forms. : kathakali as its literal Native art forms became the core meaning ‘story play’ method of attractions for both foreign and domestic mimicking puranic stories with colourful travellers. All components of folk lore, dress and enchanting makeup. Kathakali like oral literature, festivals, martial considered as the chief classical theatre arts, handicrafts and paintings are using form in Kerala. Kapila Vatsyayan (1989) to promoting cultural tourism. categorically states that “Kathakali is the bridge between forms classified as Kerala folk media tribal and folk and those termed as classical”. The tribal primitive dances The haughty mountain ranges, the praising their of forest and land golden beaches, emerald backwaters with with instrumental music is considered as commanding art forms attracting the origin of kathakali. Later progressive thousands of people to Kerala for attempt has been done to making it more centuries. The beautiful landscape is attractable and understandable for enriched with diverse culture, cast, common audience. Usually it being people, tradition and uniqueness. performed in seasonal celebrations, Kerala’s folk ritual heritage is as varied general festivals and local festivals. and rich as its landscape ((Mukhyopadhyay,1978). The traditional : Mohiniyattam, the typical knowledge branch about the lives and dance form of Kerala which is following culture of a community expressing the devadasi dance tradition got much aesthetically with emotional and ethical performers and audience from all class background is commonly called as folk and community. Feminine moods and lore. Generally, the folk-art forms of emotions reflects in this -riches Kerala have been categorized into two, dance with lyrical background. The namely ritual and performing arts. Most meaning of the music is expressing of the folk forms irrespective of music, through body gestures and facial architecture, art, paintings, medicine, expressions. Acknowledged academies and sculptures which survives over the and professional dance institutions time has directly connected with the time receiving thousands of foreign and bounded rituals. In every society some domestic tourists for both experience and folk forms have been extinct over the get training in Mohiniyattam. time, and Kerala has no exception. www.ijar.org.in 153

International Journal of Academic Research ISSN: 2348-7666; Vol.5, Issue-3, March, 2018 Impact Factor: 6.023; Email: [email protected]

Thullal: Thullal is one of the main semi- native cultural elements and could be classical art form in Kerala. It performed by both men and women. communicates with the common people Most of these performances are regarding puranic stories in a satirical relating to marriage occasions of Muslim way. Thullal is usually seen in temple community in Kerala. festivals and cultural programmes. It considered as the first satirical art form Chavittunadakam: Chavittunadakam is in Kerala which has been widely using dramatic dance form introduced by the element of hummer and social Portuguese in A. D. 16 and dominating criticism. Now three varieties of Thullal among Latin Christian community in are prominent in Kerala, namely Ottan Kerala. Its a blend of eastern and Thullal, Seethankan Thullal and western theatre practices which . visualising the struggle of oppressed coastal community lives. Latin Folk dances Christians are telling their story of history, culture and tradition of life Thiruvathirakali: One of the most through harmonised attempt of music, popular dance form in Kerala, also dance and drama. known as kaikottikali (play with clapping the hand). Here a group of women in Martial Art form special saree attire dancing for their own song around a lighted brass. The songs of : kalaripayyattu is one of , or Thiruvathira Pattukal, the ancient martial art form of Kerala, are in the Sopana style, the Kerala and it said to be all other prominent version of the classical Carnatic music. martial art forms like, Kungfu and It usually performed for general and local Karate are enrooted in kalarippayattu. It celebrations. Occasionally gives equal important for both physical Thiruvathirakali is performed as ritual, and mental wellbeing of the performer here unmarried women are dancing for which characterising high jumping and getting a suitable husband and married clicking techniques. Body movement, woman are performing for happy blocking and several breathing married life. techniques are using in kalaripayattu is unique, so many dance schools and other : Apart from all other folk sports academies delivering dances in Kerala, Margamkali credited kalaripayattu training for their for Christian dance tradition prevailing performers to maintaining physical and in Kerala. It generally performed by mental rejuvenation. The body Syrian Christians in and especially by movements synchronised with breathing Christian community in Kerala rhythm can be reduce physical illness of during their festivals and marriage. This the practitioner. Thousands of foreign form dances form is truly inspired from and domestic visitors are practising martial art form Kalariapayattu. kalarippayattu in different kalaries (practising ground of Kalaripayattu) in Oppana: Oppana holds chief position Kerala. among Muslim tradition of forms. It reflects both Arabian and Ritual arts

www.ijar.org.in 154

International Journal of Academic Research ISSN: 2348-7666; Vol.5, Issue-3, March, 2018 Impact Factor: 6.023; Email: [email protected]

Theyyam: is ritual folk art been surviving and practicing for last prevailing in northern part of Kerala, 2000 years. , the literal devoted to multiple gods performed by meaning ‘combined acting’ is the lone inherited experts attiring illusory shape specimen of Sanskrit theatre tradition in of god and directly communicate with Kerala. devotees on their matters. The astonishing fact about Theyyam is, there is four hundred varieties of Theyyam performing in Kerala. The variation Apart from different variants of these happens in content, context, region, major folk arts , the Muslim season and in the basic myth. The dance tradition and krishnaattam, a researchers could not have confined drama telling the story of lord Krishna Theyyam in s special genre of art like, life are also important folk forms in drama, dance, festival or a performance. Kerala. Thookkam, which is performed a It achieved its name of genre according s offering in temples, Mudiyettu, ritual to the space and social context it being dance on , and , a performed. Theyyam has gone under dace art form enriched with martial arts several changes over the decades, and steps also got much tourist attention like any other folk form, and it also from all over the globe. All these folk-art getting wide critics regarding forms are contributing to the cultural performances for monetary benefits. tourism practices immensely. Foreign and domestic tourist from across the : Padayani, as its literal globe visiting Kerala for both meaning indicates ‘row of soldiers’, is experiencing and get training in different very popular in central part of Kerala, folk forms. Several cultural institutions especially in Kottayam and profoundly supporting the tourist to get district, Kerala. Small practising in different traditional art group procession with special kolam, forms. harmonised music and indigenous lighting techniques, become a large Cultural Institution in Kerala group once it reached in Devi temple. For any society preserving their folk-art Inclusive and active participation of forms and, traditional cultural elements whole village is the most amazing factor are very important. The attempt of about Padayani. The ritual is devoted to cultural institutions like, academies, , is blend of dance, drama, organizations, Museums, galleries and music, paintings and satire. private communities are commendable. Koodiyattam: koodiyattam, is one and Kerala, the leading progress state in only art form from Kerala, acclaimed by , is enhanced with these public and UNESCO as “Masterpiece of oral and private cultural communities. The intangible heritage of Humanity”. It’s Malayala Kalagramam Centre for Arts one and only art form selected by are performing well in cultural scenario UNESCO as expression of heritage, other of Kerala. Festivals, shows, training, than buildings and monuments till the orientation programmes offered by these date. It considered as the one of the most institutions attracts thousands of incredible theatre tradition which has www.ijar.org.in 155

International Journal of Academic Research ISSN: 2348-7666; Vol.5, Issue-3, March, 2018 Impact Factor: 6.023; Email: [email protected] tourists to recognize Kerala’s cultural P. Chenna Reddy & M. Sarat Babu legacy. describes the diverse possibilities of folklore on Indian tourism. Now a day’s The administrative action taken by tourist has clear cut intention for their tourism department for maintaining visit, most of them behaved as traveller ecological and cultural sustainability is rather than a mere wander. They are praiseworthy. Thenmala ecotourism much more eager on understanding the project is its first kind of ecotourism history, culture and tradition of their activity in country. Kumbalanghi rural destination. Stake holders need to tourism, project, where tourist can employ much more authentic performers directly interact with the villagers and of folk art forms to cater the interest of explore the splendid activities of fishing audience. Performance of folk art forms village received much attention from for monetary benefits questioning the tourism organisers around the globe. traditional norms and ethical dimensions Responsible tourism model by Kerala of art form. The possibility of ‘cultural government initiated initially in drift’ also concerns the researchers. Kumarakom panchayath, Famous for Faking cultural expressions could be back water tourism, mainly focused on disastrous to the state in the long run. women empowerment, employment Mushrooming cultural centres for opportunities, organised development marketing benefits are literality and overview of economic success. ‘A day threatening the authenticity of cultural with the masters’ organised by Kerala art forms. Despite criticism of Kalamandalam deemed cultural commercialisation of cultural activities university is very successful in are there, cultural tourism concepts are supporting culture tourism activity in supporting Kerala tourism in a Kerala. Here tourist can directly interact progressive way. with teachers and students, and experience different cultural activities. References Tourism in Kerala is an effective instrument for generating employment, 1. Babu, A. Satish, (2008), Tourism earning foreign exchange, enhancing Development in India, A.P.H. Publishing environment, preserving cultural edifices Corporation, New Delhi-110002. and thereby facilitating the overall 2. Chakraborty, B. (2010), Folk development of the locale (Panda, 2007). Folklore and Folkloristics: Interpretation Traditional medicinal practices, tourism of society and folklore, Mitram. festivals, handicraft markets, cultural 3. Chawla, Romila. (2003), Tourism events in resorts and tourist destinations in India: Perspective and Challenges, are heavily supported by folk lore of Sonali Publications, New Delhi. Kerala. 4. Corinne, Verner. (2006). The objects of tourism, between tradition and Conclusion folklore. Journal Des Africanistes. 5. Kareem, C.K. (1971), Kerala and Peter’s, inventory of tourism attraction her Culture - An Introduction, Kerala includes folklore as major attraction for Gazetteers Department, Govt. of Kerala. cultural tourist. The authors of the book ‘Folklore in the new millennium’ (2004),

www.ijar.org.in 156

International Journal of Academic Research ISSN: 2348-7666; Vol.5, Issue-3, March, 2018 Impact Factor: 6.023; Email: [email protected]

6. Khokar, Ashish Mohan. (2003), 11. Pahad, Anjali (2000), Folk media Folk Dance, Tribal, Ritual and Martial for development communication, Forms, Rupa & Co; New Delhi, Communicator. Jan.- March, pp. 34-35. 7. Lawrence Lopez, (1988), A Social 12. Sreedhara Menon, A (1998), The History of Modern Kerala. Legacy of Kerala, S. Viswanathan 8. Mago, P.N. (2001), Publishers, Chennai. Contemporary Art in India a perspective, 13. Thomas, Seelia P. (2004), National Book Trust, India A-s Green Keralite Adivasi Kala Parampariyam park. New Delhi-110016: (Mal), Dept. of Cultural Publications, 9. Mukhyopadhyay, Durgadas Govt of Kerala. (1978), Lesser known forms of Performing Arts in India; Sterling http://www.keralatourism.com/ Publishers Pvt Ltd, New Delhi. http://www.kalamandalam.org/ 10. Munshi, K.M. (1974), http://www.keralafolkloreacademy.com/e Foundations of Indian Culture, n/ Bharatiya Vidya Bhavan, Bombay. https://kerala.gov.in/ https://www.ktdc.com/

www.ijar.org.in 157