Application of Political and Social Cartoons in Daily Used Products and Their Acceptance

Abstract

In India, political cartoonists have a deep-rooted tradition of using their art to comment on politics and society; however, in recent years they have encountered increased restrictions on their freedom of expression. This decline in freedom of expression poses a significant concern within Indian democracy. Although newspapers once featured political cartoons, their prevalence has dwindled as readership has declined, while electronic media such as television and the internet have gained popularity. Cartoonists in India still aspire to use their art to convey their ideas. Still, the current landscape poses greater challenges: critical cartoons are not readily accepted, and those in positions of power often respond negatively. Unlike in the past, when cartoonists were celebrated, they now face criticism and online harassment. To sustain their livelihoods, cartoonists have resorted to selling products featuring their cartoons, adapting to digital media and online platforms to reach a broader audience. A survey conducted in Dehradun revealed that most people favour cartoons on products and view them positively when the cartoons carry socio-cultural messages. Social cartoons can effectively serve as promotional tools for products, whereas political cartooning is more target-specific. The feasibility of using consumer products as a display platform for cartoons warrants further investigation to support both cartoonists' livelihoods and their reach to a wider audience.