THE ROLE OF MEDIA IN PRESERVATION AND PROMOTION OF ANCIENT INDIAN KNOWLEDGE SYSTEMS IN THE PRESENT SOCIETY

Abstract

Ancient Indian knowledge systems, such as Ayurveda, Yoga, Sanskrit, and traditional arts and sciences, hold immense significance in today’s globalized world. These systems, rooted in thousands of years of wisdom, are not only relevant to modern society but also contribute to holistic well-being, cultural preservation, and intellectual growth. However, the challenge lies in preserving and promoting these ancient systems in an era dominated by rapid technological advancements and cultural shifts. This paper explores the pivotal role of media in bridging the gap between ancient Indian knowledge systems and contemporary society. By examining the contributions of print, electronic, and digital media, this research highlights how media has facilitated the preservation and propagation of these systems. It also discusses the relevance of these knowledge systems in addressing modern challenges, such as health, environmental sustainability, and mental well-being. The paper concludes by emphasizing the need for a balanced approach to leverage media effectively while addressing potential challenges like commercialization and cultural appropriation.