International Journal of Social Science Research (IJSSR)

Tradition in the Digital Age Examining Social Media’s Influence on Godna Tattooing in Tribal Culture

Tribal art has long been recognized as a powerful repository of cultural identity, historical memory, and community cohesion. Across various indigenous groups, women often play a critical role in sustaining these artistic traditions, navigating the delicate balance between preserving ancestral customs and responding to social change. This article investigates the role of women in preserving Godna art, a distinctive tattoo- and body-art-based tradition, among the Santhal tribe of eastern India. The study identifies how women act as both custodians and innovators of Godna art. They maintain customary motifs and techniques while simultaneously adapting them to contemporary tastes, thereby ensuring their ongoing relevance. However, women practitioners face several challenges in preserving this vital art form. The dominance of modern fashion trends has led some younger generations to perceive Godna art as archaic, resulting in diminished interest in traditional designs. Furthermore, socio-economic constraints, coupled with limited institutional support, pose obstacles to the sustainable practice of Godna. In some cases, the patriarchal social structures and cultural norms constrain women’s mobility and entrepreneurial opportunities, thereby creating barriers to the transmission of skills. Despite these challenges, this study uncovers that many Santhal women remain resilient, employing adaptive strategies such as forming cooperative groups or using digital platforms to reach broader audiences. By examining the interplay between cultural heritage, gendered responsibilities, and modern socio-economic pressures, this research offers fresh insights into the survival of tribal arts in a rapidly transforming society. The findings underscore the crucial role played by Santhal women in safeguarding Godna as both a traditional and evolving form of expression, illuminating how indigenous artistic practices can endure when communities are equipped with the necessary agency, resources, and institutional backing. In conclusion, this article advocates for context-specific policy measures and community-based initiatives aimed at enhancing women’s artistic autonomy and preserving tribal heritage. Keywords: Tribal art, Godna, Santhal tribe, Women’s role, Cultural preservation, Indigenous traditions, Gender studies