This paper explores the role of social media platforms in promoting and preserving intangible heritage, a key element of local, regional, and national identity. Platforms such as Facebook, YouTube, Instagram, and TikTok enhance the visibility and appreciation of traditions, customs, and artistic expressions while encouraging their transmission to future generations. Through engaging and interactive content, we can capture the attention of young audiences and stimulate interest in local traditions and practices. The paper distinguishes between “intangible heritage,” which includes a wide range of community practices and traditions, and “intangible cultural heritage,” which refers explicitly to UNESCO-recognized heritage of universal value. In the digital age, adapting heritage promotion strategies to social media is crucial for engaging younger audiences. Given the cultural significance of intangible heritage and its growing role in promoting tourism, examining how it is conveyed through social networks is essential. This paper presents an exploratory case study of the Museum of Canvases and Stories in Mândra, Romania, focusing on using platforms such as YouTube, Facebook, Instagram, and TikTok to promote intangible heritage, highlighting key strategies such as increasing visibility through multimedia content, stimulating participation with online contests and workshops, and preserving practices in digital formats. The case study aims to (i) identify the intangible heritage elements highlighted on social media and (ii) analyze the methods used by the museum to promote these elements across its social media channels employing a quantitative and thematic content analysis. The conclusion emphasizes that effectively leveraging social media is essential for preserving and transmitting intangible heritage and offers recommendations for maximizing its outreach and impact.
Despite the importance of fairs and festivals in promoting the Romanian intangible cultural heritage and their great support for the economy of our country, little research has been conducted in order to understand the behavior of the Romanian tourists regarding fairs and festivals attendance and their intention to travel in one location only to attend fairs or festivals. This article is based on the findings of a quantitative survey, conducted in 2016. The main objective of this study is to determine if the Romanians are interested in attending fairs and festivals, and if they are willing to travel for this purpose. The graphical representations have been created in Microsoft Office Excel by the authors
The author is presenting project of renovation and modernisation of the Ethnographic Museum, received funding due to the successful application to the call Preparation and Implementation of Integrative Development Programmes Based on Renovation of Cultural Heritage.
In addition to a theoretical review of the role of museums and other institutions, as well as media in recording, preservation and promotion of oral traditional culture, the paper provides a detailed description of projects “e-Scrapbook: Popularisation and Preservation of Traditional Culture of Bistra” and “e-Scrapbook 2: Field Research, Preservation and Popularisation of Traditional Culture of Bistra” of the Ecomuseum Bistra Association and similarities and differences between them.
This paper looks at the transformative nature of intangible cultural heritage and its co-relation to the evolution of a community. In order to do so the paper looks at the caste labour of *Naga Kalam Pulluvan Pattu* which is a form of *Kalamezhuth Pattu* where *Kala* means art or picture and *mezuth* is the act of making, and *pattu* is to sing i.e. it is *the song of making art*. It is performed primarily by the Pulluva caste community. Although different regions of Kerala, where this ritual art practice is found often sees other caste groups associated to this practice. Naga Kalam Pulluvan Pattu is a negotiation with snakes of the region where it is mediated through the Pulluvas—at least that is the belief—that the snakes would not destroy crops or bite small children and this ritual will bring prosperity. In 2014, I first saw a performance of Nagakalam Pattu as part of a narrative called *Clear Enigma*directed by Eugenio Barba. Clear Enigma was to have only one performance to celebrate the 50 years anniversary of Odin Teatret at a small village in Denmark called Holstebro where the theatre is located. From what is known, the village of Holstebro is not infested by snakes! Although both ritual and theatre have often been seen as embodied and transformative, this paper looks at what happens to caste labour that is entrenched in belief and a community’s social being, when there is a transference of it as theatre.
Intangible cultural heritage (ICH) is well-suited for designing bottom-up policies which are the prerequisites for successful structural change. First, the article provides definitions of transformation and structural change, including their success factors. Second, it provides examples of the beneficial role of culture and cultural heritage in such strategies, showing that cultural heritage has been either ignored as a promoter of structural change or was integrated in a top-down approach, which meant that its potential was not fully harnessed. Finally, the article shows how ICH fosters participation, intra- and intergenerational cooperation, regional networking, territorial intermediation, and how it may support the reinterpretation and revaluation of identities as necessary components of structural change.
This study explores the growing global focus on sustainability in museums and cultural institutions, examining how digital marketing can support both sustainability and cultural identity. It provides insights into best practices, strategies, and challenges faced by cultural organizations, offering recommendations for improving sustainability and digital marketing in the Greek cultural sector. The study employs a mixed-methods approach, including a literature review to establish the international context, an observational analysis of global leaders mainly focusing on the Museum of Modern Art (MoMA) and the Metropolitan Opera (the Met), and primary research through a 30-question survey answered by 26 Greek cultural institutions. The findings reveal that leading global cultural organizations effectively use digital strategies to promote sustainability, enhancing cultural identity, brand, and economic resilience while advancing environmental stewardship and social justice. Greek cultural organizations, primarily facing financial and technical constraints, struggle with strategic integration and digital marketing, with few exceptions. The study concludes that the benefits of sustainable digital marketing outweigh the challenges, as it can significantly enhance cultural values and drive sustainability across environmental, economic, and social dimensions. By adopting a deeper understanding of sustainability and a more strategic, holistic approach, Greek organizations can amplify their impact, strengthen their presence, and contribute to long-term sustainability goals.
This paper explores the role of social media platforms in promoting and preserving intangible heritage, a key element of local, regional, and national identity. Platforms such as Facebook, YouTube, Instagram, and TikTok enhance the visibility and appreciation of traditions, customs, and artistic expressions while encouraging their transmission to future generations. Through engaging and interactive content, we can capture the attention of young audiences and stimulate interest in local traditions and practices. The paper distinguishes between “intangible heritage,” which includes a wide range of community practices and traditions, and “intangible cultural heritage,” which refers explicitly to UNESCO-recognized heritage of universal value. In the digital age, adapting heritage promotion strategies to social media is crucial for engaging younger audiences. Given the cultural significance of intangible heritage and its growing role in promoting tourism, examining how it is conveyed through social networks is essential. This paper presents an exploratory case study of the Museum of Canvases and Stories in Mândra, Romania, focusing on using platforms such as YouTube, Facebook, Instagram, and TikTok to promote intangible heritage, highlighting key strategies such as increasing visibility through multimedia content, stimulating participation with online contests and workshops, and preserving practices in digital formats. The case study aims to (i) identify the intangible heritage elements highlighted on social media and (ii) analyze the methods used by the museum to promote these elements across its social media channels employing a quantitative and thematic content analysis. The conclusion emphasizes that effectively leveraging social media is essential for preserving and transmitting intangible heritage and offers recommendations for maximizing its outreach and impact.
Athens University History Museum (AUHM) was inaugurated in 1987 in the context of the 150th anniversary of the National and Kapodistrian University of Athens (NKUA) Institution since its establishment. Its integration in the cultural center of Athens makes it special on a global level because very few universities have managed to create a museum which highlights the cultural heritage of the university and one that addresses not only the academic community but also the broader public. In 1998, with the decision of the Greek Ministry of Culture, NKUA was granted the right to utilize the property at 16 Tholou Street, Plaka, in Athens for an expansion of its history museum. The reconstruction and expansion of the building was completed in 2019. What was the main aspect of a new narrative of the permanent collection for the new building? Specifically, NKUA’s portrait collection includes 347 works of 90 different artists, remarkable examples of modern Greek art narrating the history of NKUA, as well as the important role of those great figures in higher education. The NKUA administration decided to present to the new building the NKUA’s growth in its historical space–time. The paper examines the new approaches and perspectives for museologists and cultural managers to create a new storytelling in order to promote and enhance university heritage to public.
Guidance note on economic dimensions of intangible cultural heritage safeguarding under the 2003 Convention
The article aims to analyse universal patterns of promoting intangible cultural heritage in the marketing strategies system for tourist regions.
ТРАДИЦИОННИТЕ ЗАНАЯТИ КАТО НЕМАТЕРИАЛНО КУЛТУРНО НАСЛЕДСТВО: СПОДЕЛЯНЕ НА ОПИТ И ДОБРИ ПРАКТИКИ
TRADITIONAL CRAFTS AS INTANGIBLE CULTURAL HERITAGE: SHARING EXPERIENCE AND GOOD PRACTICES
©Издание на Регионалния център за опазване на нематериалното културно наследство в Югоизточна Европа под егидата на ЮНЕСКО
©Published by the Regional Centre for the Safeguarding of Intangible Cultural Heritage in South-Eastern Europe under the auspices of UNESCO
VisitAzores homepage presents all the richness of cultural and heritage tourism attractions from the nine island of the Azores.
Analysis of ICH as a tool of cultural diplomacy.