Representation of Consumer Culture in Modern Nepali TeejSongs

Abstract

This thesis analyzes the influence of consumer culture in Nepaliteejsongs. This research is based on the study of six selected teejsongsbelonging to three decades ranging from 1990s to 20202s. The songs are “Bedanakopoko”(Pack of pain), “Bhararara rani chari”(Fluttering queen-bird) “Teejaayodidilinajanihainara” (Aren’t you going to bring sister in teej) “Poilajanapaam” (May I get chance to elope) “Hong Kong kosari le Nepal kodhuloudaayo” (Hong Kong’s sari is sweeping dust in Nepal) and “Dar khayekosurmaa” (In a mood after the feast). There is a change in the content and style of Nepali teej songs of the 1990s compared to those of the present time (2020s) as a reflection of change in social attitude and behavior. A comparative study of the teej songs from the 1990s and 2020s show that teej songs have shifted both in terms of the use of images for women freedom or happiness in lyrics and also in the presentation of consumption of food, dress, ornaments and gadgets during teej celebrations in their visual representations. In this thesis, I argue that Nepali teej songs manifest the dominant consumer ideology of the time they are produced in.