Current Volume 9
Abstract
The rapid growth of digital media platforms has significantly transformed the ways in which regional cultures are created, shared, and consumed. Among these platforms, reels and short video content available on applications such as Instagram, Facebook, and YouTube Shorts have emerged as influential tools of cultural communication. This study explores the impact of reels and short videos on Assamese cultural expression with particular reference to language, music, traditional attire, folk performances, festivals, and youth participation in cultural representation. The paper examines how digital creators from Assam are using short-form video content to popularize Bihu dance, Assamese songs, local dialects, culinary traditions, and indigenous customs among wider audiences. At the same time, the study critically analyzes the challenges posed by excessive commercialization, cultural simplification, imitation of global trends, and the risk of losing authenticity in traditional forms of expression. Using a qualitative and analytical approach based on observation of digital content, media discourse, and contemporary cultural practices, the study highlights both the opportunities and concerns associated with the digital transformation of Assamese culture. The findings suggest that reels and short videos have become powerful instruments for cultural preservation, promotion, and identity formation among younger generations, although careful balance is necessary to protect the originality and depth of Assamese cultural heritage in the era of algorithm-driven media.
Keywords
Assamese Culture, Reels, Short Videos, Digital Media, Cultural Expression, Social Media, Assamese Identity, Bihu, Folk Culture, Youth Culture
Citations
IRE Journals:
Abdul Alim "Impact of Reels and Short Videos on Assamese Cultural Expression" Iconic Research And Engineering Journals Volume 3 Issue 3 2019 Page 386-394 https://doi.org/10.64388/IREV3I3-1701741
IEEE:
Abdul Alim
"Impact of Reels and Short Videos on Assamese Cultural Expression" Iconic Research And Engineering Journals, 3(3) https://doi.org/10.64388/IREV3I3-1701741
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