FOSTERING DEVELOPMENT AND COMMUNITY RESILIENCE: THE ROLE OF FOLK MEDIA AND LITERATURE IN THE DIGITAL AGE

Abstract

Folk media and literature have immense potential to contribute to the development process in the current world, especially in preserving cultural values, education, and the power of people. This paper aims to expand and discuss the traditional forms of media and their relevance within the culture and modern society and their relevance in the contemporary world especially within the digital realm. Thus, as part of this research, the results of a literature review, surveys, interviews, and case studies are used to evaluate how these traditional forms of expression have become part of digital media for the enhancement of socio-economic development. The study used a survey of 200 respondents from different areas of Andhra Pradesh State in India plus interviews with various stakeholders from Srikakulam, Vizianagaram, Parvathipuram Manyam, Visakhapatnam, Alluri Sitaram Raju, and Anakapalli districts. The findings highlight the dual benefits of digital transformation: expanding the accessibility of folk media and literature, as well as promoting cultural continuity and emergency capacity in related communities. The research findings from the case studies of Andhra Pradesh concerning digital storytelling, online archiving, and social networking site trailblazers indicate the effective strategies of share-simple and community engagement on one side and cultural heritage on the other side. The findings of the study show that adversaries of folk media not only expand their audience but also facilitate cultural participation by the communities. This research therefore emphasizes the need for collective responsibility to ensure that all cultures are preserved and facilitated through the digital transition to avoid a technological divide.