The impact of new media on the protection and inheritance of traditional culture

In the context of the dynamic intersection of new media and traditional culture, the digital landscape is becoming the most important arena for the protection and inheritance of cultural heritage. This article examines the transformative role of new media in maintaining and transmitting traditional culture in the context of globalization and technological evolution. At the beginning of the work, the importance of new media as a tool for preserving culture, providing unprecedented access to cultural knowledge and its dissemination, is considered. Further, the study examines how digital platforms contribute to the involvement of younger generations in traditional practice, thereby ensuring its continuity. Using the example of a number of case studies, the article shows both successful and cautionary examples of adapting cultural heritage in the digital sphere. The analysis culminates in recommendations for politicians, cultural organizations and communities to preserve traditions through digital technologies in such a way that cultural authenticity is respected and genuine cultural exchange develops.