BOTTOM-UP DEVELOPMENT: LIVING HERITAGE AND IDENTITY STRATEGIES AMONG ETHNIC MINORITY YOUTH

Abstract

In the context of globalization and digital transformation, the cultural heritage of ethnic minority groups is no longer a closed entity but has become an ongoing process of dialogue with the broader society. Within this process, ethnic minority youth emerge as central actors who both inherit and creatively reconfigure their identities. This paper employs an online “fieldwork” approach, combining analyses of mainstream media channels and digital platforms where young people are present and where identity is constructed. Theoretically, the paper draws on the concept of living heritage and the bottom-up development approach to interpret the identity strategies of ethnic minority youth, using the case of R’Cơm Bus as a representative example. The study shows that: (i) young people not only maintain traditional cultural practices but also expand their expressions in digital spaces; (ii) adaptation has become a crucial strategy; and (iii) the transmission of knowledge and community connectivity are reaffirmed. Accordingly, the paper highlights the potential for bottom-up development, wherein ethnic minority youth become active agents in the re-creation of identity and in transforming heritage into a resource for sustainable development.