Ritual – Modernization and Global Market. The Case of Tejjam
The aim of the paper is to portray the changes occurring in the ancient ritual of living deities tejjam as practiced in Kerali (Southern India). Tracing the history of this ritual leads to the revelation of adaptive strategies of a certain cultural practice in the face of the changes brought about by globalization, and also allows one to answer the question concerning the persistence of Tejjam tradition.
Keywords: ritual, modernization, global market, Tejjam
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