Aesthetics in Transformation: Diffusion of Selected Truck Art Features to the Household Objects

Abstract

In this study different concepts are incorporated to explore how truck art, an indigenous art form made its way to popular culture in the form of decorative motifs and items being used in household decorations, fashion and clothes, and other décor items. The diffusion of truck art into day to day objects can be seen as a cultural shift where one form of art gains popularity by masses to be incorporated in other objects to be enjoyed by masses. This research deals with aesthetic representation of objects decorated with truck art styles by focusing on how such styles and articulation of cultural objects add to the aesthetic appeal of everyday objects. Using a purposive sampling technique, this research gathered data from truck artists and karigars, as well as retailers and restaurant owners to explore the motivation and reasons of truck art diffusion. The findings of the study reveal that as an indigenous art form, truck art is a very good depiction of Pakistani culture, which is why it is not only popular amongst the truck drivers, but also common people. Thus, this art form flourished and gained popularity amongst masses through its portrayals in different fashion and other consumer items. The study implies that art can be used as a strong medium to bring a change in the society because of its strong influence, and at the same time can be used to promote cultural industries of Pakistan at global level.