PRESERVING CULTURAL IDENTITY THROUGH PARTICIPATORY COMMUNICATION: A STUDY OF ODISHA’S BHAGABATA TUNGIS

India's storytelling traditions are indeed a treasure trove of cultural wealth, exemplifying the profound role of narratives in preserving and transmitting knowledge. These traditions connect the present to the collective wisdom of the past, highlighting the intrinsic relationship between art, spirituality, and community in the Indian ethos. The Bhagabata Tungi of Odisha enriches India's storytelling legacy, serving as a community space for reciting the Odia Bhagabata authored by Atibadi Jagannath Das and promoting knowledge sharing. These Tungis embody participatory storytelling, enabling interactive learning and preserving cultural identity. Similar to other Indian traditions, such as the Ramayana or Panchatantra, Tungis transfer spiritual and moral values across generations. Unique to Tungis is their localised adaptation, blending philosophical teachings with practical life lessons relevant to the community. This echoes India’s broader oral traditions, including tribal narratives and acts as a vital tool for cultural preservation. Bhagabata Tungis exemplify the transformative power of storytelling in fostering unity and shared values. This study highlights the importance of Bhagabata Tungi in preserving cultural identity and fostering intergenerational transmission of knowledge. Drawing parallels between traditional Tungis practices and modern communication frameworks, this study demonstrates the relevance of participatory communication and interactive learning models. This paper concludes by emphasising the need to preserve and revitalise Bhagabata Tungi traditions to maintain their relevance in contemporary society while providing insights into integrating oral storytelling practices into modern educational and communication methodologies.