International Journal of Management Volume 12, Issue 2, February 2021, pp. 124-130. Article ID: IJM_12_02_012 Available online at http://iaeme.com/Home/issue/IJM?Volume=12&Issue=2 Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.12.2.2021.012 © IAEME Publication Scopus Indexed A DISCUSSION ON THE PRESERVATION AND THE EXPANSION OF ASSAMESE CULTURE: A COMMERCIAL PERSPECTIVE Lakhyana Dutta Ph.D Research Scholar, Department of Assamese, Gauhati University, Guwahati, Assam, India Bhaswati Goswami M.Phil Research Scholar, Department of English, Dibrugarh University, Dibrugarh, Assam, India ABSTRACT This paper attempts to discuss how the cultural resources of Assam are transformed into a medium for commerce by applying specific artistic methods and how this system has positive as well as negative impacts on the preservation and the expansion of Assamese culture in the context of Globalization. Considering the problems such as increasing population, unemployment, etc., an environment has been created with the idea of consumer and demand by transforming the local cultural resources of Assam into consumer goods with acute preparations. As culture is prone to change, it can be assumed that this kind of system puts insufficient effort into the preservation and expansion of culture. Without transforming the core of the various elements of the Assamese culture, they are transformed into an appropriate medium for commerce by applying specific artistic methods. This paper focuses on how the local cultural elements of Assam are being renovated into consumer goods by transforming them from the first existence into the second and the third existence by applying an innovative mindset and also try to explore the potential elements that remain commercially untouched can be used in this regard. Key words: Assamese folk culture, Assamese folk-resources, cultural preservation, cultural expansion, medium for commerce, consumer, demand, supply, second existence, third existence. Cite this Article: Lakhyana Dutta and Bhaswati Goswami, A Discussion on the Preservation and the Expansion of Assamese Culture: A Commercial Perspective, International Journal of Management (IJM), 12(2), 2021, pp 124-130. http://iaeme.com/Home/issue/IJM?Volume=12&Issue=2 http://iaeme.com/Home/journal/IJM 124 [email protected] A Discussion on the Preservation and the Expansion of Assamese Culture: A Commercial Perspective 1. INTRODUCTION With the advancement of civilization, the relative idea of ‘modernity’ is often associated with the natural process of transformation, expansion, refinement, and compression in culture. Along with Globalization, the manifestation and the advancement of culture have also transcended the prior limitations. As a result, the beliefs, customs, and rituals under a particular culture have been influenced by other cultures and the definitions of the ubiquitous notions have also changed. In the field of communication, the mass media has replaced the folk-media. The emergence of the system of satellite connection has led to a significant extension in the field of knowledge. Being able to sell or buy any item from the comfort of the home through online shopping, net banking, etc.; being able to be aware of any news from any remote corners of the world through online news; the resources such as online journal, e-paper, e-book, online conference, webinar, etc. have carried the human race to such a world, where discoveries and inventions – even while occurring regularly – have turned out to be quite normal events. Starting from household furniture to cooking vessels, agricultural equipment, etc., modernity has transformed every aspect of daily life. Even every section of performing arts has reflected novelty. The lives of the Assamese public are no exception. Assam and North-East India are renowned all over the world as a vibrant area for their geographical, social, cultural, and anthropological characteristics. Every tribe that has been living here for ages now has its diverse cultural arenas with an abundance of distinct forms of art, literature, culture, rituals, and customs. Along with that – most importantly – the natural beauty of its rivers, tributaries, lakes, waterfalls, hills, forests, etc., has attracted tourists from every nook and corner of the world. A matter of significance is that with the advent of science and technology, the Assamese society and culture have also become an integral part of the notion of a global village that is shrunk by globalization. In this context, to tackle the grave problems such as the increase in population, unemployment, depleting resources, etc., it has become important to search for alternatives for the prevailing employment options for the sake of gaining economic independence. Assamese citizens are well-aware of the fact that Assamese culture is capable of creating and fulfilling such economic demands. Therefore, currently, it is seen that an adequate amount of importance has been given to applying commercial perspective into the manifestation and the advancement of Assamese culture both governmentally as well as privately through numerous individuals, NGOs, etc. The manifestation of culture is being done by applying modern technologies such as archiving, documenting, recording, publishing, etc., without diverting from the original source. For instance, as the usage of Assamese ethnic resources such as Jaakoi, Khaloi, Nangal, Juwali, etc. is gradually depleting, modern technologies have been used to preserve these resources in the museum by transforming them into micro-level units; along with that, these are supplied to market places to decorate the elite Assamese households, and thereby increasing the demand for locally produced showpieces. It might not be exaggerating if one says that nowadays, the main objective of cultural manifestation is commercial. Therefore, through this paper, an attempt has been made to showcase how the local cultural elements of Assam are being renovated into consumer goods by transforming them from the first existence into the second and the third existence by applying an innovative mindset. Along with that, this discussion will also probe into how several potential elements that remain commercially untouched can be used in this regard. 2. IMPORTANCE OF THE STUDY In the global village of the twenty-first century, the first condition to maintain one's existence is to acquaint oneself with modern methodologies. Along with this, practice, circulation, and extension of the particular language, literature, and culture are equally important. In the twenty- first century world, the use of modern technology and the advancement of one's cultural heritage – two seemingly contradictory notions – can be associated together in a single unit. http://iaeme.com/Home/journal/IJM 125 [email protected] Lakhyana Dutta and Bhaswati Goswami Undoubtedly, this association requires an ample amount of artistic methods. To show how far the cultural field of Assam has been successful in this regard is a subject of discussion. To suitably establish an area like Assam with an abundance of culturally diverse resources in the modern world, its residents are also responsible. It has been observed that the aggressive expansionist tendency of globalization has posed a threat to the minor regional existence of an area like Assam. In the contemporary world, in the context of the problems created by the increasing population such as unemployment, depleting usable goods, lack of housing, urbanization, industrialization, etc., it has been noted in associating the depiction of Assamese culture from the commercial perspective is relevant to adjust with the citizens from all over the world. Every aspect of Assam – be it cultural, social, economic, or political – is interrelated in this regard. Another aspect of the development of Assamese regionalism is also tied with the commercial application of indigenous resources. From the commercial perspective, the manifestation of Assamese culture is still in the initial stage. For these aforementioned reasons, the proposed study can be considered as important. 3. OBJECTIVES OF THE STUDY 1) Referencing and depicting the indigenous cultural resources of Assam which are utilized for commercial usage. 2) Portraying the picture of self-employment of the Assamese locals through the commercial usage of Assamese cultural elements. 3) Discussing the positive and negative impact on the preservation and the expansion of Assamese culture due to the application of modern technologies for the manifestation of Assamese culture. 4. DATABASE AND METHODOLOGY This research is solely based on field study. Still, in some places, the help of library research has also been taken. A descriptive and analytical method has been applied in the data analysis of the study. Representation of the subject matter has been done in the numbering method. Quotation, reference, bibliography, etc. have been done following the journal guideline. 5. RESULTS AND DISCUSSION Assam as well as North-East India is considered to be a wonderful field for cultural practice as a museum of language and anthropology with four language families of the world and the presence of a record number of ethnic tribes. We are already aware that before the implementation of the 'State Reorganization Act, 1956' which presented Nagaland the status of a state by separating it from Assam, the whole North-East India was a part of the state of Assam. Afterward,