12th-century Arabic poetic duelling (Zajal) resurgent on TikTok: revival of Andalusian oral tradition reveals cultural resilience amid algorithmic commodification

Zajal originates from a tradition of oral poetry deeply embedded in communal knowledge systems, where improvisation and call-and-response reflect collective memory and shared cultural identity. Unlike written traditions, Zajal’s survival depends on living practitioners who transmit techniques, themes, and ethical frameworks across generations. Its digital resurgence risks commodifying this living knowledge, stripping it of its spiritual and communal dimensions. Indigenous scholars argue that such transformations often lead to the erasure of the art form’s original purpose: fostering social cohesion and moral reflection.

Zajal emerged in 12th-century Al-Andalus as a fusion of Arabic, Berber, and Iberian poetic forms, flourishing under Muslim rule before being suppressed during the Reconquista. Its revival in the 20th century by Lebanese poet Said Akl and others was tied to nationalist movements, showing how poetry becomes a tool for identity and resistance. The current TikTok trend mirrors earlier cycles of cultural appropriation, such as flamenco’s global commodification, where marginalized traditions are repackaged for mass consumption. Historical parallels reveal a pattern of cultural extraction tied to empire and capitalism.

Poetic duelling exists in diverse forms worldwide, from the West African *griot* traditions to the Inuit *pigiarniq* (song battles), each serving as a mechanism for conflict resolution and social cohesion. In South Asia, *kavi sammelans* (poetic symposia) blend competition with communal celebration, much like Zajal, but often retain their ritualistic and spiritual dimensions. These cross-cultural examples highlight how oral poetry transcends language, serving as a universal tool for dialogue and critique. However, digital platforms often flatten these nuances, reducing them to viral trends devoid of context.

Research on oral traditions, such as Walter Ong’s work on orality and literacy, underscores how poetic forms like Zajal rely on memory, rhythm, and communal participation for transmission. Studies on digital culture, such as those by Henry Jenkins, warn of the 'participation gap,' where marginalized groups are invited to contribute to digital spaces but are not supported in preserving their cultural integrity. Algorithmic analysis of viral content often prioritizes engagement metrics over cultural authenticity, as shown in research on TikTok’s impact on traditional arts. These insights reveal the structural forces shaping Zajal’s digital transformation.

Zajal’s essence lies in its spontaneity and communal energy, where the poet’s skill is measured not just by wit but by their ability to evoke shared emotions and moral reflections. This aligns with spiritual traditions that view art as a bridge between the individual and the collective, such as the Sufi concept of *fana* (annihilation of the self in the divine) or the Hindu idea of *rasa* (aesthetic relish). The TikTok version, however, often reduces this to performative shock value, stripping away the spiritual and ethical dimensions. Artistic integrity in Zajal requires a balance between tradition and innovation, which digital platforms rarely accommodate.

If unchecked, the algorithmic commodification of Zajal could lead to its homogenization, where only the most 'engaging' (i.e., sensational) forms survive, eroding its philosophical depth. Future scenarios might include AI-generated Zajal, where bots mimic the form without its cultural or ethical context, further diluting its meaning. Alternatively, digital platforms could partner with practitioners to create revenue-sharing models that support living traditions, as seen in some Indigenous-led content initiatives. The trajectory depends on whether cultural preservation or profit drives the next phase of Zajal’s evolution.

Arab and Muslim artists, particularly those from marginalized communities, are often sidelined in global cultural industries, despite their contributions to traditions like Zajal. The TikTok trend risks further marginalizing these voices by centering non-practitioners who profit from viral content, while original artists receive little recognition or compensation. Indigenous scholars argue that such dynamics replicate colonial patterns of knowledge extraction, where Western platforms benefit from non-Western cultural labor. Amplifying marginalized voices requires intentional support for practitioners, including fair compensation and cultural credit.