Adding value to cultural heritage

THE “intangible cultural heritage” of 10 communities is coming to the small screen from tomorrow in new TV show “Chum Chon Chang Khid”. Incorporating aspects of the creative economy to promote development, one community will be covered in each episode of the programme, which is broadcast on Channel 5, and the series will end with the public voting for the community they feel has done the best.

“The Culture Ministry’s Cultural Promotion Department is a driving force behind our cultural heritage and encourages communities to preserve, inherit, promote and develop their local wisdom and folk culture as well as improve its value in economic terms,” the department’s director general, Nanthiya Sawangwutthitham, explained during a recent press conference at Central Plaza Grand Rama IX.

“We have chosen 10 communities from around the country, which have a remarkable identity, wisdom and heritage. And those communities are ready to improve their wisdom through the creative economy. The community that wins will serve as a model for others to develop their knowledge and the way they present themselves.”

The term “cultural heritage” has changed content considerably in recent decades, partially owing to the instruments developed by Unesco. Cultural heritage no longer ends at monuments and collections of objects but today includes traditions or living expressions inherited from our ancestors and passed on to our descendants, such as oral traditions, performing arts, social practices, rituals, festive events, knowledge and practices concerning nature and the universe or the knowledge and skills to produce traditional crafts.

“Intangible cultural heritage” is regarded as an important factor in maintaining cultural diversity in the face of growing globalisation. The importance of intangible cultural heritage is not the cultural manifestation itself but rather the wealth of knowledge and skills that is transmitted through it from one generation to the next. The social and economic value of this transmission of knowledge is relevant for minority groups and for mainstream social groups.

Asst Prof Phuvanart Rattanarungsikul, who is serving as one of the judges, admits that intangible cultural heritage and the creative economy are often misunderstood, even by those who seek to promote them. 

“A big problem is that Thais try to adhere to what has become known as ‘Thai wisdom’ and compete with each other, with each side claiming that they the tradition started with them. Where the wisdom comes from is relatively unimportant. What is important is knowing how to introduce wisdom to the community. Take the long drum, for example. Many communities play the instrument but there is a massive difference in the performances and costumes.”

Thunyarat Chaitrakulchai, a marketing guru who is serving as a consultant to this TV programme, would like to see more Thais learn how to build up a steady stream of income from a community product.

“I was a judge of a TV programme that examined communities and remember being particularly impressed with a community in Rangsit where the residents worked together to make the most out of their sole water pipe.

 “Culture isn’t just about the arts only. I met a woman living in Nakhon Ratchasima who used to make likay costumes but had problems selling them until her husband created a website and uploaded photos of the costumes. Now Thais the world over are ordering her likay costumes. How you imagine or re-imagine culture is important. South Korea is adept at marketing its culture. Think how popular Korean food became thanks to the TV series ‘Dae Jang Geum’ and how K-pop grew through artists such as Rain. Today, thanks to good marketing, Osaka, Sendai, and Fukuoka are drawing visitors from all around the world. I wouldn’t like our culture to be presented through Thainess only.”

The press conference featured the community show “Ram Sud Wai Khru Lakorn Chatree” by |Wat Sunthorn Thammathan in Bangkok and “Ram Klong Yao Prayuk” by a drum-making community at Wat Ekkarat |School in Ang Thong.

 

“Chum Chon Chang Khid” will be broadcast on Channel 5 every Sunday until August 9 at 4pm.