Introduction
Festivals are the pride and identity of a culture. However, in the modern capitalist world, everything becomes a potential source of capital. Even the festivals are not safe from the greed and over-commercialisation of big corporations. The world has come to a point where the commercialisation of festivals is inevitable. It’s only a matter of time before both festivals and culture lose their essence due to persistent commercialisation.
Commercialisation of Festivals
It all starts with consumerism. The world has come to a point where everything is defined by its materialistic composition. The lavish lifestyle is defined by grand houses, cars, and branded clothing. But the one thing that united individuals with different backgrounds in a similar culture was festivals.
Regardless of your paycheck, people came together to celebrate the unity of society through festivals. However, commercialisation hijacked this noble time to sell the products that no one asked for. But since everyone is following the same script, society fell into the trap of endless buying. It causes significant financial problems for people and, at the same time, strikes at the very heart of festivals.
Festival and Culture are Different Sides of the Same Coin (Society)
A culture is defined by its language, customs, ethics, and even festivals. First of all, the diversification of society dilutes the essence of some festivals. Then pair this situation with the rise of commercialisation. This is the perfect pair for the destruction of festivals in the traditional sense. Since no one cares about tradition, the festival becomes nothing more than a time on the calendar, a holiday.
Does Commercialisation Destroy Cultures?
Limited commercialisation does not destroy cultural heritage, such as festivals. However, human greed knows no bounds, and eventually, the over-commercialisation does the damage. It makes the festival so mainstream that it loses its meaning. From a financial and profit standpoint, it’s not a bad thing, as everyone earns money. However, eventually the festival diminishes in the material world, where it’s nothing more than a formality. That’s when it’s too late since no one cares for it anymore.
The Question of Cultural Transformation!
The mainstreaming of festivals can lead to cultural transformation. It is not a bad thing, but it doesn’t help anymore. It only fuels hate in society, as traditionalists do not want their practice to become mainstream.
Moreover, this is the perfect situation for people in power, as they can keep the culture divided through disputes and disagreements. It will keep them in power, and they don’t care whether the culture is transformed or even destroyed. Their will to power knows no boundaries!
The Future of Festivals in a Highly Commercialised World
Commercialisation is inevitable in today’s world. However, it doesn’t mean that festivals and cultures should go hand in hand with it. You still have the power to make your own decisions. Let others do what they feel right.
Suppose you want to celebrate your festival in a traditional and meaningful way, you’re free to do it. Who knows? Maybe you can inspire others to pursue. However, as far as the mainstreaming of festivals is concerned, it’s already happening, and there’s nothing you can do to stop it!
Final Thoughts on Commercialisation of Festivals
Festivals are a significant and necessary part of any culture. However, they are under attack from industrialists who want to profit from it. They want to turn every festival into an opportunity to earn more money. Do they deserve it? Yes, they have a duty to create products and generate capital.
However, it doesn’t mean you change your ways. Just try to keep things simple during festivals by following traditional practices. This will keep the spirit of festivals ingrained in an overly materialistic world.