{"id":9983,"date":"2026-11-10T00:42:55","date_gmt":"2026-11-10T08:42:55","guid":{"rendered":"https:\/\/thenortherngazette.com\/?p=9983"},"modified":"2026-11-10T00:42:55","modified_gmt":"2026-11-10T08:42:55","slug":"consumerism-is-replacing-traditions-deepening-the-crisis-of-cultural-identity","status":"publish","type":"post","link":"https:\/\/thenortherngazette.com\/index.php\/2026\/11\/10\/consumerism-is-replacing-traditions-deepening-the-crisis-of-cultural-identity\/","title":{"rendered":"Consumerism Is replacing traditions, deepening the crisis of cultural identity"},"content":{"rendered":"

Consumerism Is replacing traditions, deepening the crisis of cultural identity<\/strong><\/p>\n

By Prem Prakash Upadhyay \u2018Natural\u2019<\/em>
\nBageshwar, Nov 10<\/em><\/p>\n

There was a time when festivals were defined by the warmth of family gatherings, the aroma of traditional delicacies, the vibrancy of decorated homes and courtyards, and the richness of local customs. Their arrival was marked by changing seasons and the rhythm of everyday life. Families prepared together, villages came alive with collective celebrations, and every member, young or old, had a role to play. Today, however, the picture is changing rapidly. Increasingly, one can tell which festival is approaching simply by looking at the marketplace. In a subtle but significant shift, the market has begun determining not only the appearance of festivals but also the manner in which they are celebrated.<\/p>\n

This transformation is not merely a consequence of growing consumerism or increased shopping. It reflects deeper changes in our social, economic and cultural structures.<\/p>\n

The market operates according to its own strategies and economic logic. Its primary objective is business expansion and profit generation. Trade, commercial exchanges, discounts, promotional campaigns, advertisements, sales and competitive marketing are all integral to this system. Alongside these, the proliferation of counterfeit products, compromises in quality and disregard for safety standards reveal its darker side. The market does not merely fulfil existing needs; it also creates new desires. Gradually, the distinction between necessity and indulgence begins to disappear.<\/p>\n

The question, therefore, is how our festivals have gradually fallen under the influence of the marketplace.<\/p>\n

One of the major reasons is the growing disconnect between people and their homes, villages, agricultural fields and ancestral lands. A significant section of society has moved away from agriculture and animal husbandry. Migration from villages to towns, cities and metropolitan centres has transformed not only our lifestyles but also the nature of our everyday needs.<\/p>\n

There was a time when villages were largely self-sufficient. Households produced their own grain, livestock provided milk, curd and ghee, and fields supplied seasonal produce. Festival preparations were undertaken through the collective efforts of families, neighbours and communities. Dependence on the marketplace was limited because self-reliance was an essential part of rural life.<\/p>\n

Today, the situation has almost reversed. Things that were once produced or arranged at home, in the fields or within the village now have to be purchased from the market. Cities have become centres of consumption, with markets forming the backbone of their economic systems. As our everyday needs increasingly come under the influence of commercial forces, our preferences, priorities and even cultural practices begin to reflect the growing dominance of the marketplace.<\/p>\n

This is precisely why festivals, too, are increasingly being identified through market activity.<\/p>\n

Take the recently celebrated Karwa Chauth, for instance. The display of designer clothing, jewellery, cosmetics, gift items and special shopping offers provides an unmistakable indication of the approaching festival. Diwali presents a similar picture. Traditionally, the festival was associated with earthen lamps, household cleaning, homemade delicacies and family prayers. Today, however, electronic decorations, expensive gifts, attractive packaging and online shopping have substantially transformed the way it is celebrated.<\/p>\n

The presence of the market itself is not the problem. The real concern arises when commercial interests become more important than the spirit of a festival. When happiness is measured by the volume of purchases and the price of gifts, when traditions give way to conspicuous consumption, and when the manner of celebration is dictated by marketing strategies, the situation calls for serious reflection.<\/p>\n

Our festivals have never been merely religious rituals or occasions for entertainment. They have traditionally served deeper social and cultural purposes: bringing families together, strengthening community participation, expressing gratitude towards nature and adapting lifestyles to seasonal changes. Many traditional festivals are closely connected with agriculture, harvests, changing seasons, livestock, health and the environment. Their underlying purpose has been to organise community life and strengthen social relationships.<\/p>\n

This connection is particularly evident in the folk culture of the Himalayan region. In the hills, festivals have traditionally evolved around changing seasons, agricultural activities, local food habits, folk songs, dances and community gatherings. They were never confined to a single day of celebration; rather, they formed an integral part of the region’s lifestyle, family structure and collective identity.<\/p>\n

What we need today is to understand these traditions in the context of changing times and restore their relevance in contemporary society. A balance between the marketplace and cultural traditions is essential. Completely distancing ourselves from the market is neither practical nor necessary. However, accepting its influence at the cost of our cultural identity is equally undesirable.<\/p>\n

We cannot travel far by standing in two boats at the same time. Unless we clearly define our priorities, our traditions may gradually become confined to books, photographs and fading memories. The younger generation may continue to recognise the names of festivals but remain unaware of the social, cultural and ecological wisdom embedded in them.<\/p>\n

The challenge is not to stop the market but to prevent our culture from becoming subservient to it. We must recognise that the true significance of festivals does not lie in expensive clothing, elaborate decorations or extravagant shopping. Their real value lies in collective participation, family bonds, social harmony and the cultural values they preserve.<\/p>\n

If we fail to recognise this transformation today, tomorrow we may have to turn to the pages of history to rediscover our own traditions. Given the speed at which the marketplace is influencing our lifestyles and celebrations, the fear that our cultural identity may eventually become a relic of the past is far from unfounded.<\/p>\n

The time to act is now. Our festivals belong to us, and their spirit must remain our own. The market should serve as a means of fulfilling our needs, not become the authority that dictates our traditions.<\/p>\n","protected":false},"excerpt":{"rendered":"

Consumerism Is replacing traditions, deepening the crisis of cultural identity By Prem Prakash Upadhyay \u2018Natural\u2019 Bageshwar, Nov 10 There was a time when festivals were defined by the warmth of family gatherings, the aroma of traditional delicacies, the vibrancy of decorated homes and courtyards, and the richness of local customs. Their arrival was marked by …<\/p>\n","protected":false},"author":4,"featured_media":9984,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30,1284,91,59],"tags":[319,4433],"class_list":["post-9983","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economy","category-international-political-national","category-national","category-uttarakhand","tag-bageshwar","tag-consumerism-consumerism-is-replacing-traditions-in-hills"],"yoast_head":"\nConsumerism Is replacing traditions, deepening the crisis of cultural identity - Northern Gazette<\/title>\n<meta name=\"description\" content=\"Consumerism Is replacing traditions, deepening the crisis of cultural identity\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thenortherngazette.com\/index.php\/2026\/11\/10\/consumerism-is-replacing-traditions-deepening-the-crisis-of-cultural-identity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Consumerism Is replacing traditions, deepening the crisis of cultural identity - Northern Gazette\" \/>\n<meta property=\"og:description\" content=\"Consumerism Is replacing traditions, deepening the crisis of cultural identity\" \/>\n<meta property=\"og:url\" content=\"https:\/\/thenortherngazette.com\/index.php\/2026\/11\/10\/consumerism-is-replacing-traditions-deepening-the-crisis-of-cultural-identity\/\" \/>\n<meta property=\"og:site_name\" content=\"Northern Gazette\" \/>\n<meta property=\"article:published_time\" content=\"2026-11-10T08:42:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/thenortherngazette.com\/wp-content\/uploads\/2026\/11\/markets-consumerism-scaled.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"2560\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"The Northern Gazette Desk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"The Northern Gazette Desk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/thenortherngazette.com\/index.php\/2026\/11\/10\/consumerism-is-replacing-traditions-deepening-the-crisis-of-cultural-identity\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/thenortherngazette.com\/index.php\/2026\/11\/10\/consumerism-is-replacing-traditions-deepening-the-crisis-of-cultural-identity\/\"},\"author\":{\"name\":\"The Northern Gazette Desk\",\"@id\":\"https:\/\/thenortherngazette.com\/#\/schema\/person\/4d8ec7be5e8a9073ea862e9fa63c11c4\"},\"headline\":\"Consumerism Is replacing traditions, deepening the crisis of cultural identity\",\"datePublished\":\"2026-11-10T08:42:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/thenortherngazette.com\/index.php\/2026\/11\/10\/consumerism-is-replacing-traditions-deepening-the-crisis-of-cultural-identity\/\"},\"wordCount\":970,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/thenortherngazette.com\/index.php\/2026\/11\/10\/consumerism-is-replacing-traditions-deepening-the-crisis-of-cultural-identity\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/thenortherngazette.com\/wp-content\/uploads\/2026\/11\/markets-consumerism-scaled.jpeg\",\"keywords\":[\"bageshwar\",\"consumerism. 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