Commerce has become the backbone of the modern world, in even more ways than it used to form the core of the old one. Indeed, even though the claims of economic slowdown hampered most of this year’s performance, life rolled right on through it, trusting in the world’s continued obedience to the law of supply and demand. Various new markets and applications for commercial work continue to open up, even as technology and society keep moving forward. One such market that has always been fairly solid is that of mobile phones, as it along with its submarket of mobile media and content continues to grow.
Mobile content has indeed seen considerable strength and even growth in the last few years, despite the slowdowns in ringtone sales due to how the expansion of technology allows more and more users to craft and install their own mobile media for less. The music industry has had a hand in the growth of mobile content for some time, partnering up with mobile content companies to make libraries of music available either online or through text-order services that allow users to access their latest favorite song or album, and even request separate ringtones and full tracks for downloading and installing on their phones.
However, some are now saying that ringtones are more than mere phone-customizing audio clips that reflect one’s personality, saying instead that ringtones can in fact reflect and enhance one’s faith. An article by Diane Sahu on Express Buzz reports that certain ringtones, such as various ones from devotional songs and bhajans, have proven popular among the youth in some parts of the world – replacing, for some, even the supposedly hip, rock-style film ringtones that have hooked the youth previously. This, along with the influx of wallpapers and themes centered around gods and goddesses, is taken as an indicator that faith has managed to make inroads into technology and in fact achieve a working symbiosis instead of an enmity like most would perceive. Sahu even goes on to assert that in this fast-paced world, such a blend of technology and faith enables the young to “resort to spirituality when they need it the most.”
Sahu also claims that Mobile content providers running ringtone ordering and download services have also reported that youths commonly download various devotionals such as the Devi Jagrata, Om Jai Jagadish Hare, Venkatesha Suprabhatam, Gayatri Mantra, and Jai Ganesh Jai Ganesh, as well as many other clips of region-specific aarti songs and mantras. Reports are also that monthly download numbers include “over 40,000” for devotional ringtones. This is interesting especially in the light of the modern “global” way we [and we expect the youth to] tend to see our world. The sales figures seem to confirm an underlying strength of faith and character in a troubled world.
Even psychologists have their say on the matter. Dr. D.K. Pal suggests that this phenomenon might be “the reflection of modern Oriya youths,” who have a strong attachment to their roots, as may be seen in the match of the popularity between a song entitled “Dhan ten an” and the Gavatri mantra. For his part, the Chairman of the Psychologists Association of India, Gopal Kar, asserts that it may be the youths’ stressful lifestyles that have them turning to the soothing, “stress-relieving channels” of religious songs.
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