Lễ hội đền Ông Hoàng Mười Nghệ An dưới góc nhìn biểu tượng và truyền thông đa tầng

Abstract

The article approaches the Ong Hoang Muoi Temple Festival, held in Hung Nguyen District, Nghe An Province, as a phenomenon of symbolic communication within contemporary society. It highlights the transformation and dissemination of the Quan Hoang Muoi symbol through digital media platforms. Based on the theories of Eliade (sacred space), Barthes (cultural symbol), Jan Assmann (cultural memory) and Appadurai (imagined community). The article investigates the processes by which h religious symbols are reconstructed, reinterpreted, and consumed in the digital media environment. Employing content analysis of social media video materials and in-depth interviews with local ritual practitioners, the article argues for the emergence of a form of “visual belief” within the Mother Goddess religion. This evolving visual modality of belief presents new challenges to the preservation of ritual sacredness and the perceived legitimacy of religious practice.