Theyyam, a traditional art form in Kerala, India, serves as a means of expression, storytelling, and identity construction, holding deep cultural significance. The increasing integration of artificial intelligence (AI) in visual arts raises new questions and complexities concerning cultural ownership.
This paper presents a case study of a film on theyyam performance created by a Kerala-based entrepreneur Gokul A, using AI tools and examines the implications of AI's role in shaping cultural meaning and ownership from a semiotic perspective.
Using the semiotic framework, this paper:
- Analyses AI-generated visuals as signifiers: The paper will investigate their relationship with the signified cultural meanings of theyyam, in AI-generated visuals.
- Explores intertextual relationships between AI-generated visuals, traditional theyyam performances, and the performers: The paper considers the ways in which AI-generated visuals draw from, reference, or transform existing cultural symbols and narratives in this case study.
- Considers the semiotic processes of encoding, decoding, and ethics: How dooes power dynamics and cultural ownership function in the context of AI-generated visuals and theyyam performances. The paper will discuss the roles of AI creators, performers, and audiences in constructing, interpreting, and owning cultural meanings, and explore the ethical implications of AI-generated visuals in terms of cultural appropriation, authenticity, and potential biases.
By employing the semiotics framework within cultural anthropology, this paper seeks to contribute to the broader discourse on the implications of AI technology for traditional art forms, cultural heritage preservation, and the construction and interpretation of cultural meaning. It also aims to shed light on the complex interplay between cultural ownership and the evolving landscape of technology, culture and visual arts.
