Preservation and Innovation in Pakistani Truck Art in the Age of Modernization

Abstract

This research investigated the conservation of Pakistani truck art alongside its creative development during modernization while conducting fieldwork in two cities of Punjab specifically Lahore and Multan. This research used a qualitative approach to collect data, which included semi-structured interviews with truck artists, workshop owners and drivers as well as photographic documentation. Thematic analysis was used to examine the data, allowing for the identification of recurring patterns, underlying concepts, and emerging themes. Traditional motifs expressing Pakistani cultural heritage remain prominent yet artists adopt digital enhancement technologies and modern commercial practices because economic constraints force their evolution. This folk-art transforms into urban elements through its redeployment in food establishments together with fashion displays and gallery spots. These developments lead to doubts regarding mundane versus genuine uses. The research demonstrates how the modern world modifies a traditional artistic tradition while sustaining its foundation. The research demonstrates how artists successfully maintain connection between tradition and modernity through their adaptability and determination to protect heritage.