COMMERCIALIZATION OF VIETNAMESE TRADITIONAL PERFORMING ARTS IN THE CONTEXT OF A DEVELOPING CULTURAL INDUSTRY

Abstract

In the past, the traditional performing arts had unique performing spaces that were attached to community activities in a certain cultural area. In the current context of the development of the cultural industry, traditional performing arts have opportunities to join in the cultural products production and consumption, but at the same time, they have to change to adapt and compete with many types of modern art attracting the attention of the mass. This article will give some actors, trends and assessments of the traditional performing arts commercialization phenomenon. The main research methods used are multisite fieldwork, observation, and indepth interviews.