From Screen to Society: Representation of Ayurveda and Traditional Healing Practices in Indian Cinema and Digital Media

Abstract

Cinema and digital media have emerged as influential platforms for shaping cultural narratives, public perceptions, and health-related discourse. In India, where visual storytelling occupies a significant place in social life, traditional knowledge systems such as Ayurveda are increasingly represented through films, television programmes, documentaries, over-the-top (OTT) platforms, and social media. This narrative review explores the representation of Ayurveda and traditional healing practices in Indian cinema and contemporary digital media, examining how these visual narratives contribute to the preservation, transformation, and popularization of indigenous medical knowledge. Relevant literature was identified through searches of PubMed, Scopus, Web of Science, Google Scholar, and other publicly available academic and media sources. The review highlights that although explicit portrayals of Ayurveda in mainstream cinema remain limited, themes related to holistic healing, herbal medicine, village healers, and harmony with nature frequently appear as symbols of cultural identity and traditional wisdom. The rapid expansion of digital platforms has further increased the visibility of Ayurveda by facilitating new forms of storytelling and public engagement, while simultaneously raising concerns regarding misinformation, commercialization, and the oversimplification of complex medical traditions. The findings suggest that cinema and digital media function not only as channels of entertainment but also as important instruments of health communication and cultural preservation. By bridging traditional knowledge and contemporary visual culture, these media contribute to the evolving public understanding of Ayurveda in the digital age.