20, June 2025

Exploring the Role of Social Media in Preserving and Promoting the Cultural Heritage of Uttarakhand: A Critical Study

VOLUME-11; ISSUE-6; JUNE-2025

Author(s): 1. Priyanka Pathak, 2. Rachana Gangwar

Authors Affiliations:

1Research Scholar, Department of Mass Communication and Journalism, Babasaheb Bhimrao Ambedkar University, Lucknow, India

2Associate Professor, Department of Mass Communication and Journalism, Babasaheb Bhimrao Ambedkar University, Lucknow, India

1Priyankaphd22@gmail.com, 2Rachanagangwar17@gmail.com

 

DOIs:10.2015/IJIRMF/202506011     |     Paper ID: IJIRMF202506011


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The “Land of Gods”, Uttarakhand famous for its picturesque landscape, spirituality, vibrant cultural diversity, and heritage, including folk music and dance, festivals and fairs, folklore, and art and craft. However, the cultural and traditional practices of Uttarakhand are at risk of being lost, and the accelerated pace of urbanisation and modernization poses consequential challenges to the preservation of this culture and traditions. Social media has changed the way people communicate with one another. The technological development of mobile technology has expanded the accessibility of social media and has become ingrained in people’s lives and routines (Mangold and Faulds, 2009). Social media in recent years has developed as one of the most dominant media of communication around the world, allowing people to engage and connect for cultural exchange and promotion due to its outreach and wide number of users. The objective of this study is to explore the role of social media and how it can be used in preserving and promoting the cultural heritage of Uttarakhand. This study is empirical. The survey method was employed, utilizing a questionnaire as a primary instrument for gathering essential data to evaluate the role of social media in preserving and promoting the cultural heritage of Uttarakhand.

Social media, Cultural heritage, Uttarakhand, Kumaon, Garhwal, Festivals and Fairs

Priyanka Pathak, Rachana Gangwar (2025) ; Exploring the Role of Social Media in Preserving and Promoting the Cultural Heritage of Uttarakhand: A Critical Study, International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-11, Issue-6, Pp.74-85          Available on –   https://www.ijirmf.com/

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