In a digital first world, our mobile devices have become an extension of our hands. Despite the fact that technology has gone mainstream, cultural traditions still remain an integral part of our society and daily lives. Cultural themes serve as powerful tools when story telling as they help to deepen an audience’s connection and boost user engagement especially when they resonate with individuals’ cultural identities.
Cutting edge technological advancements in India are having a significant effect on content consumption and the use of dubbing techniques and AI powered subtitling is significantly enhancing the viewer experience and enables localisation to be more cost effective and improves accessibility.
Importance of Cultural Symbolism in Media and Design
Symbols play an important function in how humans communicate. They serve as auditory, visual, and representations that facilitate the communication of complex ideas, belief systems, and values. Symbols started out as drawings in caves and now in modern times digital symbols such as emojis bridge the gap through time and cultures which enables cultures to share narratives and retain their cultural identity.
Research has shown that symbols are instrumental in reaching individuals’ subconscious minds and play an important role in the development of different behaviours and attitudes and will trigger associations that are stored in the human memory and that will be interpreted according to the cultural identity of an individual.
Therefore it is crucial to include relevant cultural symbols in media and platform designs that will resonate with the target audience. Individuals will more easily engage with content that they feel a connection to.
Why Indian Audiences Connect with Locally Inspired Content
Today’s Indian audiences seek experiences that resonate with their culture and the Indian entertainment industry is becoming increasingly inclusive in response to an audience that requires a personalised touch. Content is being adapted to correspond with the different linguistic and cultural nuances across the different Indian states.
The younger generation of entertainment consumers prefer cultural content that is relevant to them and is offered in their local language such as Marathi, Bengali, Tamil, and Telugu. Platforms that offer local content that is easy to access and user friendly are seeing an increase in content consumption and longer viewer engagement. Platforms like Amazon Prime and Netflix are leveraging localisation with great success.
Examples of Mythology in Movies, Animation, and Digital games
Mythology is still a very relevant topic as it addresses universal values, emotions and human nature and has made this theme relevant when creating content for modern digital entertainment.
Some of the most popular films created around the themes of mythology include international blockbusters such as Hercules released in 1999, Troy in 2004, Clash of the Titans 2010, and Wonder Woman in 2017 that are based around Greek mythology.
Indian cult films based around mythology are based around Indian gods that have supernatural powers. Popular stories based on mythology that are part of Indian culture were recreated on the cinema screen. Films such as Brahmastra part one – Shiva that follows the story of a young man that is about to fall in love only to learn that he has supernatural powers. Raavan is another blockbuster film that is an action adventure that is inspired by the Indian epic Ramayana.
Some of the most popular digital games are based around mythological themes as well, creating epic adventures and storytelling where players can immerse themselves into an imaginary universe that is filled with mythology and magic. Examples include:
Immortals Fenyx Rising, God of War, and Assassin’s Creed Odyssey, and Hades which is one of the most recent releases which follows the journey of Zagreus the son of Hades who escapes the Underworld and is assisted by Greek gods.
The use of animation is mainly designed to connect with younger audiences such as children and incorporates rich visual elements and storylines that engage younger audiences and exposes them to the rich culture of mythology as well as ensuring that stories are passed down to the next generation. Top examples of popular animations are Bal Ganesh a Hindu language cartoon that depicts the supernatural strength of its hero Bal Ganesh in a series of stories where he battles demons which is designed to teach youngsters important Hindu values.
Blood of Zeus is an animated Netflix programme that follows the journey of Heron, a young man who learns his true origins and that he is a demigod. The series captures that fantastic universe of Greek mythology and also addresses important issues such as fate, the pursuit of power, and rage – important topics that youngsters will need to address as they mature.
Globalization of Cultural Stories in Interactive Platforms
Sharing cultural stories on interactive platforms is a very effective way to foster cultural awareness and promote a better understanding of values across various societies. Globalising these stories means that individuals can have a broader understanding and more effectively communicate with other cultures in a manner that is respectful and understanding of their values.
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