Navigation of Cultural Heritage in the Digital Age: The Role of Social Media Platforms in the Preservation of Selected Folk Performances of Odisha

Abstract Odisha, a state located in Eastern India, is renowned for its unique and indigenous folk performances. These performances are not merely sources of entertainment but repositories of the region’s culture, tradition, and heritage. Recognizing their culture significance, individuals and communities have taken initiatives to promote and preserve them through the social media platforms. Our article explores selected social media handles across three platforms, namely, YouTube, Facebook, and Instagram, to examine their role in preserving and promoting seven folk performances of Odisha: Odissi , Pala , Gotipua , Kandhei Nacha , Chaiti Ghoda , Ranapa , and Dasakathia . Through a qualitative content analysis of the selected social media handles and their content on folk performances, the study reveals that Odissi and Pala have strong visibility and engagement on social media, while the other five performances – Gotipua , Kandhei Nacha , Chaiti Ghoda , Ranapa , and Dasakathia – have limited presence due to a decline in their physical practice and performances. Among the platforms, YouTube emerges as the most active in terms of documentation and promotion, while Facebook and Instagram demonstrated relatively lower engagement. Furthermore, the study finds that although these platforms offer numerous features, many of these are not actively utilized by the reviewed accounts. This paper offers recommendations for a more systematic and strategic use of digital media to ensure the long-term visibility and sustainability of these folk performances. This research contributes to the fields of folklore study, cultural studies, and media studies by highlighting the potential of digital platforms in promoting and preserving regional cultural assets in a rapidly evolving digital age.