Sumana Mitra, Dr. Abhishek Das
Abstract
Visual
communication has played a crucial role in shaping development discourse across
different historical periods in India. From traditional folk-art forms such as Madhubani,
Warli, and Patta Chitra to contemporary digital platforms like social media,
visuals have been used as powerful tools to disseminate messages, mobilize
communities, and influence policy. This study explores the evolution of visual
communication in Indian development discourse, tracing its transition from
indigenous art forms to modern-day digital communication strategies. Using a
qualitative research approach and discourse analysis, the study examines the
role of visuals in development initiatives, their impact on public perception,
and how different stakeholders—such as NGOs, government agencies, and
grassroots movements—harness visual storytelling for advocacy and awareness
campaigns.
This paper reviews existing literature on traditional visual
storytelling in development contexts and analyses the role of new media in
reshaping communication strategies. The research identifies a gap in
understanding how folk-art traditions continue to inform contemporary digital
visual communication in India. By systematically analysing visuals from
different periods, this study highlights the transformation in messaging,
aesthetics, and audience engagement over time. The data collection involves
secondary data sources like archival analysis and case studies of development
campaigns that have successfully integrated visual elements. The data analysis
examines thematic patterns in visual storytelling and their implications for
development communication.
The findings reveal that while folk art retains its relevance in rural advocacy efforts, social media platforms have introduced new dimensions of interactivity, accessibility, and reach. This study discusses the implications of this shift, emphasizing the need for a culturally rooted yet technologically adaptive approach to visual development communication. Finally, the study proposes future research directions, including the potential of AI-driven visual narratives and the ethical considerations in digital development campaigns.
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Published: March 2025 [Vol. 08, No. 03]