THE COMMUNICATION PROCESS AND THE DIGITAL AGE: CONTEMPORARY RELEVANCE OF INDIAN COMMUNICATION THEORIES (SADHARANIKARAN)

Abstract

In the current digital era, the study of mass communication and digital media has been predominantly shaped by Western communication models. While these models are useful for understanding technical and linear processes, they prove inadequate in fully elucidating social, cultural, and emotional complexities. This research paper analyzes the principles of *Natyashastra* and ‘Sadharanikaran’ (universalization/shared experience), as propounded within the Indian knowledge tradition by Bharata Muni.  The paper outlines the historical evolution of development communication—tracing the journey from the 'Dominant Paradigm' and 'Participatory Models' to the concept of ‘Sadharanikaran’. Furthermore, it explores how the concepts of ‘Sah-hridaya’ (the empathetic spectator/co-experiencer) and ‘Rasanubhuti’ (aesthetic experience/relishing of sentiment) can offer a fresh perspective for understanding modern digital communication, social media interactions, and algorithm-driven engagement. The primary objective of this study is to highlight the need for 'Indianization' in the field of media and communication and to reaffirm the significance of human-cultural consciousness within digital culture.