AUTHENTICITY OF CULTURAL REPRESENTATION IN THE AGE OF SOCIAL MEDIA: FOLKTALES OF THE AO NAGA

This paper explores authenticity of Ao folktales that appear as narrative and AI-assisted content on Youtube. The paper employs a mixed qualitative approach for the analysis of visual and textual elements of the folktales. Along with this, viewers’ comments and creators’ positioning are examined within the engagement it generates. The paper draws on folklore studies, postcolonial theory and media anthropology to trace and understand the change in meaning and authenticity as traditional narratives interact with digital platforms. Findings of the study shows that while Youtube enhances visibility of the Ao folktales, platform incentives tend to privilege visually attractive content over authentic and community-grounded content. The study also identifies distinct patterns of folktales as content which are linked to incentives offered by the platform and motivations of content creators. The paper argues for the need of community involvement and validation to ensure authentic cultural representation on digital platforms.