The role of communication media in preserving intangible cultural heritage in Algeria: Challenges and Opportunities in the Digital Age

Intangible Cultural Heritage (ICH) represents a crucial dimension of national identity, encompassing oral traditions, performing arts, social practices, rituals, and traditional craftsmanship. Unlike tangible heritage, which is physically preserved through monuments and artifacts, ICH is transmitted across generations through human interaction, making it highly susceptible to globalization, digital transformation, and socio-political changes. Algeria, with its rich and diverse cultural heritage shaped by Amazigh, Arab, Andalusian, and Ottoman influences, faces significant challenges in safeguarding ICH amidst rapid modernization, urban expansion, demographic shifts, and the diminishing transmission of traditional knowledge. This study explores the critical role of communication media—both traditional and digital—in the documentation, dissemination, and preservation of Algeria’s ICH. While television, radio, and print media have historically contributed to cultural representation, the rise of digital platforms, social media, artificial intelligence (AI), and virtual reality (VR) has redefined the ways in which cultural heritage is archived and accessed. Despite their potential to enhance cultural engagement, these digital innovations raise concerns about authenticity, cultural misrepresentation, and ethical dilemmas regarding ownership and intellectual property rights. By examining Algeria’s policy frameworks and the efforts of both governmental and non-governmental organizations in media-driven heritage preservation, this study assesses the effectiveness of existing strategies and highlights the need for more inclusive, sustainable, and ethically guided approaches. The findings emphasize the importance of balancing digital innovation with cultural integrity, ensuring that technological advancements serve as tools for heritage conservation rather than instruments of cultural dilution.