Paper short abstract:

The paper explores the impact and role of print and electronic media on the traditional image of Ramdev, a Folk deity in western Rajasthan. It explores how media created his new image, modified and unsettled some existing religious traditions and impacted the social composition of his followers.

Paper long abstract:

This presentation examines how print material and audio visual techniques caused a shift in the traditional image of Ramdev, a folk god of western Rajasthan, India. I would be exploring two broad areas related to this changing religious process in relation to the interaction of media in contemporary Rajasthan.

The study of oral traditions and personal correspondence with cross section of devotees suggests that Ramdev appeared as a non-brahmanical god in the pre modern traditions. Twentieth century sources on the other hand depict him as a Hindu god. The media was instrumental in shaping new rituals and modifying existing traditions. How were the new religious traditions invented and attributed to Ramdev, and what was the role played by different forms of the media in disseminating them will be the subject of investigation. The new image of Ramdev was meant to fulfil the ideological needs of the upper castes in changing political conditions, where they were losing their social hegemony over the subaltern groups.

Secondly, the presentation deliberates on the marginalisation of the subaltern section from the religious space around the cult of Ramdev, of which they were the repository. This needs to be studied in relation to the upper caste control of the media. Did the traditional lower caste followers allow themselves to be hegemonized? Or, did they stick to idea of accepting the traditional image of Ramdev and attempt to propagate the same by using media techniques? These are some of the issues the presentation would be examining.