"Sự Truyền Tải Bằng Hình Thức Nghe Nhìn Của Di Sản Văn Hoá Trong Xã Hội Đương Đại" [“The Audiovisual Mediation of Cultural Heritage in Contemporary Society”]

The production of audiovisual materials about intangible cultural heritage (ICH) is part of a broader process of heritagization that is sweeping across many parts of the world. UNESCO states that films about heritage help to ‘increase visibility and awareness’ and they are often tied to cultural tourism and sustainable development. Yet despite the importance of films in the inscription, management and promotion of ICH, the audiovisual representation of heritage has received little scholarly attention (see Norton 2018).

This chapter reflects on how film intersects with the heritagization of cultural traditions focusing on three broad areas. First, it briefly outlines the status of videos in the process of nominating elements for inscription on UNESCO’s ICH Lists. Second, it considers the potential of film as a medium for safeguarding cultural heritage in contemporary society. This will include discussion of the audio visual dissemination of intangible culture in today's ever-changing 'new media' environment. Third, it reflects on different approaches to the audiovisual representation and digital circulation of the Xòe Dance of the Tai people in Viet Nam.