Commercialization Of Culture

Do you yearn for the heritage and traditions from your childhood? The ones you saw your grandma consume but no longer exist in mainstream media anymore. While we can’t turn back time, incremental differences can make a splash too.

Mainstream is glamorous, glitzy and positioned as desirable. It promotes consumerism, shapes customer behavior and influences buying patterns. Creating FOMO, leveraging YOLO and what not. Everyone everywhere is dressing the same, eating the same, working the same and consuming the same; essentially being clones of each other. Individualism has lost its charm in this race to fit in.

Plus heritage can be boring, it can be dull and lacklustre. Not everyone has the appetite for traditions and neither can everyone connect to its meaning deeply. In order to make it palatable, only bite sized portions need be served. A dash of heritage with a splash of modernism might have more takers than those with puritan taste.

For instance a hint of classical music or featuring a musical instrument from bygone era in mainstream cinema. Reference of classic literature as best suited in new-age media forms like vlog, blogs, stories or reels. Promoting heritage costumes via positions of influence. Highlighting food recipes in micheline star restaurants which are backed by celebrities or Venture capitalists with deep pockets. Adding personalization to your space by using daily objects containing heritage looms and crafts like furnishing, clothes, interiors.

By embracing the old, you don’t fall out of fashion. Infact it shows a refined taste where you can blend the old world charm with new world sensibilities with ease. Juxtaposing is not everyone’s cup of tea!