Truyền thông nghệ thuật trong bảo tồn và phát huy giá trị bóng rỗi và đờn ca tài tử Nam Bộ

Abstract

This article addresses the issue of preserving and promoting the value of two distinctive folk art forms of the Southern region - bong roi performance and don ca tai tu - from the perspective of art communication and cultural branding. By applying the theories of symbolism and expression, and a model for building cultural value based on perceptions from the receiving community (the CBBE framework - Customer - Based Brand Equity), the article proposes an approach to art communication as a strategy to contribute to the preservation and dissemination of the values of folk cultural heritage in the current context of cultural exchange. This approach emphasizes the role of the local community and art practitioners in maintaining the vitality and symbolic depth of the heritage.