GEN Z VÀ HÀNH TRÌNH LAN TỎA ÂM NHẠC TRUYỀN THỐNG VIỆT NAM TRÊN NỀN TẢNG SỐ

Abstract

This study analyzes the increasingly prominent role of Generation Z (Gen Z) in accessing, co-creating, and promoting traditional Vietnamese music on digital platforms. A mixed-methods approach was employed, combining quantitative surveys and content analysis of social media platforms. The findings reveal that Gen Z does not passively consume traditional music but actively reinterprets, revitalizes, and shares it through digital means. Although they do not frequently listen to this genre, Gen Z still highly values its cultural significance. The study highlights the crucial role of technology as a strategic tool in cultural communication, enabling more effective engagement with younger audiences. These findings offer practical implications for the preservation and sustainable development of Vietnamese musical heritage in the digital era.