Demystifying evolving Phad: identifying semiotic variables of Phad paintings by cognitive theory of emotions

The audio-visual Phad tradition consists of three core elements: Phad Painting, Phad Narrative, and Phad Performance. Originating from Rajasthan, Phad Paintings celebrate the heroic deeds of local deities like Papuji and Devnarayan Ji. Despite the tradition’s evolution over time, existing literature provides limited insight into the distinction between traditional and contemporary Phad paintings. This research aims to address this gap by identifying the variables that differentiate and categorise various forms of Phad Paintings. This study is conducted in three phases utilising a qualitative research approach: first, understanding the Phad Tradition and its broader categories by conducting 22 interviews and analysing 96 Phad Paintings; second, identifying semiotic variables in Phad paintings at different cognitive levels; and third, understanding the evolution of Phad Paintings deploying comparative analysis between identified semiotic variables and Phad categories. Overall, this research paper proposes a methodological pathway for studying similar subject matter and provides variables that may be examined to understand this or similar crafts and their evolving patterns.