Exploring Vietnamese Folklore Visual Materials in Music Videos: A Case Study from Singer Hoang Thuy Linh

Abstract

This study explored the visual representation of Vietnamese folklore in music videos, focusing on how singer Hoang Thuy Linh incorporated traditional elements into her work to preserve and promote national culture. This research examined two key questions: how Vietnamese folklore elements are visually represented and how these elements are integrated into the artist’s music videos. This independent study used a content analysis of selected music videos and in-depth interviews with cultural experts, this study provided insights into the symbolic significance of folklore elements in modern media. This research applied a qualitative method to collect and analyze the data. Content analysis was employed to quantify the frequency and patterns of folklore elements across the selected music videos, and interpreted of folklore elements that were found. Subsequently, in-depth interviews with experts, who are music lecturers and cultural researchers with a wealth of both practical and academic experience, were conducted to gain a deeper understanding of the role of visual elements in these videos. This dual approach ensured a comprehensive exploration of the topic. The findings revealed that elements of folk beliefs, customs, and festivals were prominently featured due to their deep-rooted connection with the community’s shared cultural heritage and collective memory. These elements, often used to be imbued with familiar symbols, rituals, and narratives, served as powerful tools for cultural storytelling. They not only preserved traditional values but also bridged generational gaps by resonating strongly with younger audiences, who found meaning and identity in these timeless traditions. The representation of Vietnamese folklore in Hoang Thuy Linh’s music videos was found to emphasize specific aspects such as aesthetic quality, a harmonious blend of traditional and modern elements, and a sense of cultural pride. Additionally, it sparked curiosity and provided educational value by making folklore accessible to younger audiences. The findings also highlighted cognitive and emotional engagement through the symbolic richness of the visuals, alongside fostering a global awareness of Vietnamese cultural heritage. This study identified music videos as a powerful medium for cultural preservation and education. It denoted the integration of digital storytelling techniques to adapt traditional cultural narratives for modern media, ensuring their relevance in a globalized world. In conclusion, the study reinforced the role of music videos in preserving and educating about cultural heritage, and advocated for continued research into digital storytelling as a sustainable medium for cultural transmission.