Cultural Communication is a complex and dynamic process of dissemination of cultural values, identities and traditional practices across different social groups using various platforms and spaces, where the values and identities of the community are constructed and negotiated. In an increasingly globalised world, many scholars have studied the role of music festivals, especially those with indigenous character, in facilitating intercultural communication. The Ziro Festival of Music (ZFM), which is held annually, is known for providing the experience of rural life in North East India to the visitors with the display of the rich cultural traditions of the region, particularly of Apatani culture. The festival also promotes local artists to express their indigenous music. This study examines how ZFM communicates indigenous culture through music, cultural performances, traditional food stalls, looms and handicrafts, and community participation. A mixed-method qualitative approach was adopted using participant observation and semiotic analysis. Major findings indicate that the ZFM incorporate Apatani cultural values in the contemporary music festival through symbolic representations of the Danyi, Piirlo, and Takvr stages, motif of mithun (Bos frontalis/Gayal), and the use of bamboo for stage sets and surroundings. The cultural performance of Daminda and the indigenous art display are some of the cultural representations portrayed during the festival. Furthermore, local homestays and guided village tours provide visitors with immersive engagement with the Apatani culture and traditions. However, the amalgamation of local cultural practices and participation with the festival remains limited, falling short of local community expectations.

Authors:
Horreithing Lungleng, Rajiv Gandhi University, India
Uttam Kr Pegu, Rajiv Gandhi University, India

About the Presenter(s)
Horreithing Lungleng is an Assistant Professor of Mass Communication at Saint Claret College (Autonomous), Ziro. He is currently pursuing a Ph.D. at Rajiv Gandhi University, researching cultural communication and the Ziro Festival of Music.

See this presentation on the full schedule – Friday Schedule

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