Role of Media in Preserving and Transferring Cultural Heritage in Remote Regions

This article explores the role of media in preserving and transferring cultural heritage, particularly in remote regions. As the world modernizes rapidly, traditions and customs risk being forgotten. Media, through documentaries, videos, and social platforms, serves as a crucial tool for documenting and sharing cultural practices across geographical boundaries. It bridges the gap between rural and urban areas, allowing cultures to be appreciated and preserved despite modernization. However, media’s influence is complex, as it can also distort cultural values and commercialize traditions, potentially diminishing their authenticity. Drawing on examples from Pakistan’s cultural heritage, the article highlights both the positive and negative effects of media on cultural preservation and suggests that the responsible use of media is the key to safeguarding cultural heritage for future generations.

What is Media?

Humans require communication to interact with each other. These communications can be direct (face-to-face) or indirect (through books, magazines, newspaper, television, or internet etc.). This indirect mode of communication is media. Ratu Mutialela Caropeboka has defined media as a tool for human to human communication. Media facilitates and streamlines the communication process.

Introduction

In today’s rapidly changing world, traditions often fade away as new customs emerge overnight. Amidst this transformation, media serves as a beacon of hope for preserving cultural heritage and bridging the gap between urban and rural areas. Through various platforms like documentaries, videos, and articles, media helps ensure that cultural traditions are not lost over time but instead shared and sustained across regions. This role becomes especially vital in remote areas, where there is a real risk of heritage being forgotten. Media ensures that these traditions endure and spread, rather than disappear.

Mass media has become essential in narrowing the gap between rural and urban communities. It allows people in cities to understand and appreciate the cultures of remote areas. Despite limited resources in rural regions, media makes it possible to preserve and transfer these traditions, showcasing the rich cultural diversity that defines a nation’s identity. In a time of rapid modernization, where the traditions and norms of remote regions are increasingly at risk, media acts as a backbone, safeguarding human history.

While media is often a blessing for cultural preservation, it is also a double-edged sword. It plays a crucial role in sharing traditions on a wider scale and connecting individuals globally. Documentaries and other forms of media give people a platform to share their practices and stories with the world. However, media can also misrepresent cultural values, sometimes reinforcing stereotypes or commodifying traditions for profit. As a result, the true beauty of these cultures may be lost, reducing them to mere market products.

Literature Review

• • A statement on UNESCO‘s website affirms this role: “Heritage is our legacy from the past, what we live with today, and what we pass on to future generations. Our cultural and natural heritage is both irreplaceable sources of life and inspiration.” 
  • Dr. Sobia Hanif, in her article “Media’s Influence in Cultural Heritage Promotion of Pakistan as Soft Power Strategy”, emphasized that “to preserve Pakistan’s cultural heritage and maintain its international image, the media, comprising social media, broadcast, and digital forms, needs to play an essential role. In conjunction with festivals, the nation’s arts, music, and historical sites are showcased.”
  • In Pakistan, the preservation of cultural heritage is increasingly under threat. Sara Umer, in her article, “The Role of Media in the Preservation and Promotion of Archaeological Heritage”, highlights the unsatisfactory performance of Pakistan’s Heritage Foundation in protecting cultural and archaeological assets. She notes that poor legislation has led to damage, theft, and neglect of cultural assets, which were once a major draw for tourists and experts. As a result, interest in these heritage sites has significantly decreased. In response to this crisis, Sara Umer suggests a strategy involving the media. She argues, “One strategy in this regard is the efficient use of media, which will not only raise awareness to help preserve this legacy but also promote the rich archaeological heritage of Pakistan.”

The Heritage Live

An example of media protecting cultural heritage in Pakistan is the “Heritage Live” project, initiated by Dawn Media Group in collaboration with the British Council. This project focused on documenting and promoting the cultural heritage of Pakistan, particularly highlighting traditional music, arts, and crafts. 

Through a series of documentaries and live performances, Heritage Live preserved and showcased the musical traditions of different regions, such as the folk music of Sindh, Baluchistan, and Khyber Pakhtunkhwa. By using modern media platforms, the project not only helped protect these fading traditions but also introduced them to younger generations and a global audience, ensuring the cultural legacy remained alive and accessible.

Critical Analysis

The role of media in preserving or transforming cultural heritage is multifaceted. On one hand, it plays a significant role in documenting and showcasing traditional practices, customs, and values. Documentaries, for example, capture the essence of cultural festivals, music, and art, allowing future generations to appreciate and learn from them. Social media platforms act as digital archives, providing a space for sharing and discovering cultural content. 

On the other hand, media can reshape how people perceive and engage with their heritage. The portrayal of cultural practices in films and television shows can sometimes perpetuate stereotypes or reinforce dominant narratives, distorting the true essence of a culture. Additionally, the commercialization of cultural symbols and practices may lead to their exploitation, eroding their authenticity.

Ultimately, the role of media in preserving or transforming cultural heritage depends on how it is used. When handled responsibly and sensitively, media can be a powerful tool for cultural preservation and education. However, when misused for commercial gain, it can contribute to the erosion of cultural heritage, diminishing its true value.

Conclusion

In conclusion, the media plays a pivotal role in both preserving and transforming cultural heritage, especially in remote regions where traditions are most vulnerable to being lost. While it provides a platform for sharing and celebrating cultural diversity, it also has the potential to misrepresent or commercialize traditions. The challenge lies in using media responsibly to ensure that cultural practices and values are documented, respected, and passed down to future generations. As demonstrated by the examples in Pakistan, media can either serve as a guardian of heritage or contribute to its erosion, depending on how it is utilized. Ultimately, thoughtful and sensitive engagement with media is essential for maintaining the richness and authenticity of our cultural legacy.

This article is written and submited by guest author Noor-ul-Ain Ambar and Yashfa Rasool.