UNDERSTANDING DIGITAL BANNER CULTURE IN TAMIL NADU THROUGH ETHNOGRAPHIC METHODS

Abstract

This study examines digital banners, highlighting their distinction from posters, murals, and other visual media, with a focus on design processes tailored to customers’ preferences and needs. The research investigates the operations of digital banner studios across Tamil Nadu, exploring the rules and regulations followed by designers and users. The study further analyzes the role of digital banners as effective marketing tools and their contribution to job creation in the region. Employing a qualitative research methodology and ethnographic data collection, the researcher conducted fieldwork in Madurai, Tirunelveli, and Chennai. Findings reveal how digital banners are utilized for home functions, how individuals construct and display their images, and how caste considerations influence banner placement in local spaces. The study also interprets these practices through a semiotic lens, demonstrating the cultural and social significance of digital banners within Tamil Nadu’s popular culture. Overall, the research underscores the intersection of visual media, social norms, and economic activity in shaping contemporary digital banner culture.