Preservation of Cultural Identity through Rural Artistry: Practices and Performance of Provincial Pop Music Videos

Abstract

This study investigates the communicative role of rural artistry in the preservation of cultural identity, focusing on provincial pop music videos. Using the socio-cultural and communication perspective, the findings highlight five key dimensions: pride of rural place and belonging; enactment of symbolic and material culture; creative adaptability despite resource constraints; passion for storytelling; and preservation of rural emotional and relational heritage. These aesthetic choices as seen in locations, costumes, props, and narratives communicate authentic local expressions while also engaging with evolving rural identities shaped by global influences.

By treating music videos as cultural and communicative texts rather than solely promotional tools, the study offers a contemporary media-oriented lens on rural artistry, showing that cultural identity is continually preserved, negotiated, and reimagined in the modern context. This research further contributes to academic discussions on the cultural impact of localized artistry but also has implications for local policy to encourage creative practices that sustain regional identities in an era of rapid globalization and digital content prevalence.