Social Media between Threat and Preservation: A Study of Cultural Heritage

Abstract

Yemen has a rich and diverse cultural heritage, but it has been largely neglected due to the country's current political circumstances. Under these circumstances, digital technologies, particularly social media, have become a key factor in promoting and disseminating Yemeni culture. Hence, the significance of this study emerges. This study aims to analyse Yemeni youth's perceptions of the impact of social media on their cultural heritage and to identify the most affected cultural elements. A qualitative approach was adopted, utilizing focus groups with purposive sampling to ensure participant diversity. Appadurai's theory of global cultural flows was also adopted. The theory was repurposed to suit the Yemeni context, focusing on three axes: the flow of images and media content (Mediascapes), the movement of individuals and their impact on culture (Ethnoscapes), and ideas and theories (Ideoscapes). The study concluded that social media plays a dual role between deterioration and preservation, as it relies primarily on media flows. It also significantly enhances attachment to Yemeni culture and awareness of traditions, but its role in encouraging active participation in heritage preservation is limited