KATHAKALI'S SOCIAL MAGIC: THE SOCIAL PRESENCE OF THE DANCE DRAMA

This study investigates the social presence of Kathakali, a traditional Indian dance-drama, as a performative medium. Social presence, defined as the extent to which a medium conveys the physical presence of communicating participants, is examined through a mixed methods approach combining quantitative and qualitative methodologies. The research employs the Social Presence Scale (SPS) to assess the social presence of Kathakali, as postulated by Short, Williams, and Christie, who theorized that communication channel selection is influenced by levels of social presence. SPS involves respondents rating the medium across four broad dimensions: insensitive-sensitive, sociable-unsociable, personal-impersonal, and cold-warm. In addition to this quantitative analysis, the study explores two thematic dimensions through in-depth interviews: 'Appreciation of Kathakali Performance,' and 'Pleasure and Rasa in Kathakali,' The survey sample comprises 158 attendees of the Red Beard Festival of Kathakali, with 66.5% being male and 33.5% female. This research sheds light on the multifaceted social presence of Kathakali and its impact on audience experiences.