Promotion of Intangible Heritage on Social Media

Arabela Briciu, Victor-Alexandru Briciu (), Adina Nicoleta Candrea, Mihai Lucian Pascu, Androniki Kavoura and Lavinia Constantinescu
Additional contact information
Arabela Briciu: Transilvania University of Brasov
Victor-Alexandru Briciu: Transilvania University of Brasov
Adina Nicoleta Candrea: Transilvania University of Brasov
Mihai Lucian Pascu: Transilvania University of Brasov
Androniki Kavoura: University of West Attica
Lavinia Constantinescu: University of Alba Iulia

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 637-645 from Springer

Abstract: Abstract 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.

Keywords: Intangible heritage; Social media; Promotion (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_69

Ordering information: This item can be ordered from
http://www.springer.com/9783031819629

DOI: 10.1007/978-3-031-81962-9_69

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().