Reclaiming collective memory: the consecration of Shree Ram Temple in Ayodhya and the Hindu cultural identity
Ketan Bhatt, Kumar Ashutosh, Vibhu Johar, Prinka Dogra, Amit Gangotia, Mahendra Singh, Harish ChanderPurpose
Anchored in collective memory theory (CMT), this study aims to examine how the consecration of the Shree Ram Temple in Ayodhya contributes to the reconstruction of collective memory and cultural identity.
Design/methodology/approach
Employing a qualitative design, the study conducted semistructured interviews with 31 pilgrims from Jammu and Kashmir who visited Ayodhya postconsecration. Data were thematically analyzed using NVivo software, guided by open, axial and selective coding.
Findings
Six themes emerged, including reclaiming collective memory, cultural revival through evolving practices, religious consciousness among Gen Z, digital media and shared religious experience, sacred space and historical narratives and tourism-driven cultural economy. These findings indicate that collective memory is not simply preserved but actively reconstructed through the interaction of practices, digital engagement, spatial transformation and economic activity.
Originality/value
This study advances understanding of collective memory by showing how it is reconstructed through the interaction of ritual practices, digital engagement, sacred space and economic processes in a contemporary religious context. It also offers practical insights for heritage management, digital engagement and sustainable religious tourism, while acknowledging the contextual scope of the findings.