Digital Storytelling and Phulkari: The Role of Virtual Platforms in Highlighting Artisan Narratives

Abstract

This research paper explores the role of virtual platforms, particularly Instagram, Facebook and e-commerce websites, in promoting Phulkari artisans cultural narratives. By conducting interviews and distributing questionnaires to a sample of 50 artisans in Patiala, Punjab, the study examines the impact of digital storytelling on consumer engagement and the preservation of traditional Phulkari craftsmanship. The results show that artisans using storytelling on digital platforms experience higher engagement and sales, though challenges like digital literacy persist. The research paper highlights the importance of providing digital training to artisans while promoting their rich cultural heritage through virtual platforms.