Media Influence on Nyokum: Cultural Shifts in the Nyishi Community

Abstract

The research paper aims to investigate the impact of mass media on the intercultural adaptation process, specifically focusing on the intricate relationship between the media and traditional festivities among the Nyishi Community of Arunachal Pradesh. This study employed mixed method to shed light on the challenges and transformations occurring within the Nyokum festival celebrations. The Nyokum festival, in particular, has evolved over time, serving as a means to preserve the rich heritage of a culture facing decline amidst modernization and the encroachment of dominant cultures. One notable shift in traditional practices observed during the Nyokum festival is the transition from ritualistic observances to a greater emphasis on merrymaking and revelry. This paper delves into the role of media in shaping the structure of festival celebrations, highlighting how the fusion of foreign influences has led to deviations in cultural production and ongoing changes in traditional practices.