Abstract
Kollam Sri. Pishaarikavu is a Saakteya Kavu (the kavu where the goddess personifying the creative power of the universe is worshipped) situated in the Quilandy Taluk of the calicut district in kerala. The festival of this temple (Kavu) is known as Kaaliyattam. On analyzing the media reports of this festival, it can be deduced that these do not represent the regional culture of the region. The practice of the media in interpreting folklore according to their tastes and interests has been widely criticized. On analyzing the media representation of the Kaaliyattam festival, it will be evident that the approach of the media towards folklore should undergo a seminal change. The age demands of us an attitude to convey culture on the basis of the traditional cultural psyche of the folk. The idea of folklore originates on the basis of such concept. This paper puts forwarded the necessity of formulating a new branch in journalism, viz., Folklore Journalism, by analysis the media reports of the Kaaliyattam festival and the lacunae in them.
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