Skaitmeninės žiniasklaidos poveikio tradicinėms meno formoms ir kultūrinei saviraiškai analizė
Analysis of the Impact of Digital Media on Traditional Forms of Art and Cultural Self-Expression

Summary/Abstract: The intensive digitalisation of the cultural sphere raises urgent concerns about preserving the authenticity of traditional art forms amid their technological transformation. The aim of this study was to establish a theoretical foundation for safeguarding Albania’s traditional artistic forms in the context of digital transformation. The research was conducted through an analysis of Albania’s cultural projects during the period 1990–2025. A classification of technological integration forms was developed, ranging from conservative preservation to radical hybridisation, delineated through four levels of intervention with detailed characteristics concerning the status of the original and interactive capabilities for each type. A comprehensive matrix of factors for preserving authenticity was created, encompassing technological, sociocultural, economic, and institutional dimensions along with associated risks. A systematic set of digital integration strategies was also developed across technological, cultural, organisational, and educational dimensions, including specific principles of implementation and potential outcomes. A paradigmatic shift was identified from a static to a dynamic interpretation of authenticity via the reconfiguration of temporality, semiotic transformation, and metacultural reflection within Albanian projects dedicated to preserving polyphonic singing and museum practices in Berat and Gjirokastër. It was found that Albanian initiatives place greater emphasis on social and ritual contexts compared with Western European counterparts. The proposed conceptual models provide museums, educational institutions, and state cultural bodies in Albania with practical tools to evaluate the effectiveness of current digital initiatives and to plan future cultural heritage preservation projects.

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