Abstract :
This research endeavors to examine the influence of Advertisement among Mullukuruma tribe (Vellappata colony) in Poothadi Panchayath, Wayanad District of Kerala. In the last 50 years the media influence has grown exponentially with the advance of technology. We live in a society that depends on the ICT to keep moving in the right direction and do our daily activities and the influence of advertisement made them to travel in to an another world which is of consumer world . And due to the Magic Bullet theory of the media they struggle hard to choose which is right or which is wrong they themselves blindly believed the media and they listen to the media advertisement to sort out the best this had influenced them both positively and negatively. The modernization of the country has led to the Kuruma becoming more and more deprived of their former habitat. Hunting and shows with performing monkeys are forbidden and strictly controlled and therefore seldom practiced. The Kurumas source of income is therefore very limited. Now days they mainly live off trading bamboo basket, pottery making, agriculture etc. They live in small settlements of about 80 people. It was found that watching more television channel has change their mind set in some cases like previously they used to follow their traditional way of life by using their on goods but today it was not followed anymore. Today they listen to television advertisement to choose their goods, Thus it can be said that the advertisement influenced them both positively and negatively and media has broaden their outlook of the Kurumas in the region of Poothadi. This research seeks to explain and understand the influence of Advertisement on the Kuruma tribe of Poothadi Grama Panchayath in Wayanad district of Kerala.
Author Name : Ramis Salam. P
Keywords: Media impacs, Tribal life, Changing habit, Cultural change.
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