This study explores the design and aesthetics of mobile phone wallpapers through a semiotic analysis of 60 Instagram posts. The analysis focuses on mobile phone wallpapers that feature images of Chinese or Hindu deities and mythical figures, sold on Instagram as digital amulets promising prosperity, protection and success. By focusing on visual and textual elements to uncover the denotative and connotative meanings conveyed, the study highlights the prominence of colours, traditional motifs, and cultural symbols such as the mythical Naga, the Chinese God of Wealth Caishen, the Hindu deities, including Ganesh and Lakshmi. The findings reveal an emerging trend of integrating traditional beliefs with modern technology. Mobile phone wallpapers have transformed into digital amulets through the inclusion of deity images, which have themselves undergone a transformation into anime-like depictions to align with modern aesthetics. This fusion of old and new not only preserves cultural heritage but also enhances its relevance in contemporary society, making spiritual symbols accessible and appealing to a modern audience. This study contributes to the broader discourse on cultural adaptation and the dynamic interplay between tradition and modernity in Thai consumer culture. The re-imagination of traditional iconography preserves the essence of beliefs while offering an engaging medium for cultural expression in the digital age.

Authors:
Merisa Skulsuthavong, Xi'an Jiaotong-Liverpool University, China

About the Presenter(s)
Dr Merisa Skulsuthavong is a University Assistant Professor/Lecturer at Xi'an Jiaotong-Liverpool University in China

See this presentation on the full schedule – Thursday Schedule

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