Abstract
Cultural Semantics is the sub field of semantics which deals with the study of meanings with association of culture in the center of discourse. The Om Banna Ji is the new folk God of Rajasthan, India. The myth is still in the process of construction and meanings are constantly evolving. Hence, this phenomenon makes the subject worth researching as it is a semantically rich cultural product. This acts as a case study for the discussions in this paper. As any cultural product/s, this myth is also embedded with a complex web of meanings and meaning making process. The objective of the research paper is to comprehend those meanings specifically using Peirce’s triadic, Saussure’s dyadic models. And reusing the sense of meanings into the designed product/s to achieve desired meaning. The ethnographic approach was taken to collect the qualitative data. The observations were recorded in the form of video clips. The findings are supported with the ethnographic documentary (the research with the visual). The visual research of Phad painting supported the particular context of deified Gods (such as Pabuji, Devnarayan ji) and their myths, which are deep-rooted in Rajasthani culture. This provides the comparative study for Om Banna Ji’s myth with other well-developed myths. The findings of the research are disseminated via animation movie using the semantics deciphered. Through the research it is established that semantically designed products are well conceived as per the context of the products in which it is designed.
Presenters
Saurav SharmaAssistant Professor, Department of Fashion Design, Manipal University Jaipur, Rajasthan, India
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
MEANING MAKING PROCESS, PHAD, VISUAL CULTURE, LITTLE AND GREAT TRADITIONS
