wedding videos notes

WEDDING VIDEOS IN NORTH KERALA: TECHNOLOGIES, RITUALS,
AND IDEAS ABOUT LOVE AND CONJUGALITY
This article by Janaki Abraham examines how wedding videos and photographers have
transformed marriage rituals and representations of marriage among the Thiyya
community in North Kerala, India. The study focuses on two key aspects: how the
presence of photographers and videographers has altered wedding ceremonies, and
how wedding videos portray concepts of marriage, conjugality, and love through
evolving technology.
The research is based on fieldwork conducted primarily among the Thiyyas, an

intermediate caste group in north Kerala, between 1996-2007. The author studied over
35 wedding videos spanning 20 years, attended weddings, and conducted research in
photographic studios and video mixing facilities. The Thiyyas historically practiced
matrilineal kinship, though this system was legally abolished in 1975.
Wedding videos gained popularity in Thalassery, Kerala in the late 1980s and early
1990s. Prior to this, only wealthy families had their weddings filmed, usually by family
members with movie cameras. The advent of professional wedding videography has
significantly impacted how weddings are conducted and documented. The author
identifies three major ways that photographers and videographers influence wedding
ceremonies: through their physical presence, their intervention in staging events, and
their role in ritual proceedings.
The physical presence of multiple cameramen (typically two photographers and two
videographers, plus assistants) creates a prominent technological interface at
weddings. Their equipment, lighting, and movements can dominate the ceremony
space, particularly in auditorium settings where they often form a screen between the
wedding party and guests. This means many guests can only witness the ceremony
through the resulting photos and videos rather than direct observation.
Videographers frequently intervene in ceremonies, asking for rituals to be paused or

repeated to accommodate their technical needs. They have become unofficial
choreographers of wedding performances, directing participants on proper positioning
and timing. Many videographers have developed extensive knowledge of different
communities' marriage customs and sometimes even guide ceremony proceedings
when traditional knowledge is lacking.
The technology itself has shaped wedding rituals. Early VHS tapes were three hours
long with limited editing capability, creating pressure to fill that time with content. This
led to the expansion of what is considered part of the wedding documentation -
pre-wedding temple visits, preparation activities, and post-wedding couple shoots have
become standard elements of wedding videos.
The article explores how wedding videos are crafted to portray love and conjugality
through various technical and artistic choices. Videos typically open with religious
imagery (like Ganesha) or studio branding, followed by carefully selected imagery that
evokes romance and well-being. Common motifs include Kerala's landscape (green
fields, sea, mountains), cultural elements (traditional dance forms), and increasingly,
international imagery (London Bridge, foreign locations) that suggests cosmopolitan
aspirations.
Special effects play a crucial role in producing representations of love and romance.
These include images that twirl or cascade across screens, multiplication effects, and
the superimposition of couples against romantic backgrounds. The "outdoor shoot" has
become a signature element, where couples are directed to perform romantic scenes in
garden settings or scenic locations after the wedding. These staged performances often
reflect the assumption of arranged marriage, with couples appearing hesitant and
requiring direction from videographers.
The videos also mark class and status through focused attention on material elements -
gold jewelry, clothing, house interiors, and wedding arrangements. Videographers
employ specific filming techniques to enhance or sometimes even fabricate markers of
status, such as using close-up shots to avoid showing modest surroundings or digitally
adding luxury items to scenes.
Sound is another crucial element in wedding videos. Most footage is dubbed over with a
mixture of devotional music, film songs, and instrumental pieces. This dubbing is seen
as essential for entertainment value, with music carefully matched to different segments
of the video. The absence of speeches or extensive dialogue in Kerala wedding
ceremonies makes this comprehensive dubbing possible.
The emotional aesthetic of Thiyya wedding videos differs notably from north Indian
wedding videos. While north Indian videos often feature dramatic bidai (farewell) scenes
showing the bride's emotional departure from her natal home, such scenes are absent
in Kerala. This reflects the historical matrilineal system where marriage did not
represent a complete severance from the bride's natal home. Instead, Kerala wedding
videos maintain a more even emotional tone focused on ritual, romance, and family
warmth.
The article also examines how wedding videos are viewed and circulated. They are
eagerly anticipated after weddings and watched by both attendees and non-attendees,
suggesting their value extends beyond simple documentation. Viewers discuss and
evaluate multiple aspects - the jewelry, clothing, customs, technical quality of the video,
special effects, and music selection. Videos often circulate widely, particularly among
migrant relatives abroad.
The author concludes that wedding videographers are not merely documentarians but
active shapers of wedding customs and their representation. While the videos draw
influence from cinema and other media forms, they are evolving into a distinct genre
with unique characteristics. The product reflects both traditional elements and modern
aspirations, particularly in its representation of conjugal love within the framework of
family approval.
Importantly, these representations can be somewhat utopian, particularly regarding

gender roles. While videos present romantic love as modern and desirable, they often
reproduce traditional gender hierarchies, with men typically portrayed as the active
romantic agents. This takes on additional significance given Kerala's high rates of
domestic violence.
The study demonstrates how new technologies and their operators have become crucial
actors in the evolution of marriage customs and their representation. The wedding video
is not simply a record of events but a carefully crafted product that both reflects and
shapes cultural understandings of marriage, love, and status. Through their work,
videographers and mixers have become important cultural intermediaries who influence
how marriages are performed and remembered.
The article contributes to our understanding of how visual technologies and their
practitioners actively shape social rituals and their meaning, rather than merely
documenting them. It also highlights how local cultural contexts interact with broader
media influences to create distinctive forms of visual representation that both preserve
and transform traditional practices.

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WEDDING VIDEOS IN NORTH KERALA: TECHNOLOGIES, RITUALS,

AND IDEAS ABOUT LOVE AND CONJUGALITY

The research is based on fieldwork conducted primarily among the Thiyyas, an

Videographers frequently intervene in ceremonies, asking for rituals to be paused or

Importantly, these representations can be somewhat utopian, particularly regarding

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